{"product_id":"spending-advertising-money-in-the-digital-age-how-to-navigate-the-media-flow-9780749463052","title":"Spending Advertising Money in the Digital Age: How to Navigate the Media Flow","description":"Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data from the IPA Effectiveness Awards databank and from IPA TouchPoints, the world's first customer-centric media habits survey, plus research from Nielsen and Millward Brown, the authors propose a new model, 'F.A.I.P.A', for media and communications planning. This model describes how to select the right media channel to promote a brand from the many that are now available, and if you are employing a range of 'bought', 'owned' and 'earned' media, which to concentrate on, and how to allocate the budget between them. \u003cb\u003e\u003ci\u003eSpending Advertising Money in the Digital Age\u003c\/i\u003e\u003c\/b\u003e also has contributions from leading figures in the media industry and contains many examples of top campaigns with demonstrable results in the marketplace.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Hamish Pringle, Jim Marshall\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Kogan Page\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 12\/27\/2011\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 336\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.13lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.21h x 6.37w x 0.82d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780749463052\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003eReference and Research Bk News\u003c\/i\u003e 04\/01\/2012 pg. 79\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eHamish Pringle\u003c\/b\u003e is Director General of the Institute of Practitioners of Advertising, a UK trade body that represents and supports marketing communications agencies. He has worked on over 50 brands for 30 client companies at 10 agencies including Ogilvy, McCormick Richards, and Saatchi \u0026amp; Saatchi. He is the co-author of \u003ci\u003eBrand Immortality\u003c\/i\u003e. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003eJim Marshall\u003c\/b\u003e is Chief Client Services Officer for Aegis. He is a member of the Institute of Advertising (IPA) Council and spent seven years as Chairman of the IPA Media Futures Group. He has worked in media for over 35 years, as a director at Young \u0026amp; Rubicam, Reeves Robertshaw and later at DMB\u0026amp;B.\u003cbr\u003e","brand":"Kogan Page","offers":[{"title":"Paperback","offer_id":40120027250803,"sku":"9.78E+12","price":43.95,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/products\/img_e624531d-5a21-435b-9289-ea842f973d2d.jpg?v=1653662736","url":"https:\/\/bookstorenmore.com\/en-de\/products\/spending-advertising-money-in-the-digital-age-how-to-navigate-the-media-flow-9780749463052","provider":"Bookstore N More","version":"1.0","type":"link"}