Brand media strategy : integrated communications planning in the digital era

 by Anthony Young. Young splendidly portrays the enormous changes that have characterized the marketing communications industry during recent years. He presents an elaborate but realistic framework within which today's marketing and brand managers must operate to provide value and satisfaction for the markets they serve. Young specifies why marketers need to know about social media networks; no reason is more telling than the fact that social media provide an enormous data-mine in the form of a global focus group that allows marketers to target messages. Among the author's many nuggets of wisdom is his concept of "receptivity planning," or identifying the specific moments and places consumers will be most receptive to a marketer's messaging. The ability to take advantage of this "readiness" to influence consumers is a hallmark of social media. Also valuable are Young's thoughts on campaign measurement and the metrics that should be used. The book is an enlightening trip through all the important changes in the advertising and media industry, explaining how the Internet and social media have dramatically changed the way consumers make marketplace decisions and what marketers must do to successfully reach their target markets. Young's "digital manifesto" should be required reading for every media planner and marketer engaged in marketing communications. Summing Up: Highly recommended. --Choice (Check Catalog)