Spending Advertising Money in the Digital Age: How to Navigate the Media Flow

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. Spending Advertising Money in the Digital Age also has contributions from leading figures in the media industry and contains many examples of top campaigns with demonstrable results in the marketplace.

Author: Hamish Pringle, Jim Marshall
Publisher: Kogan Page
Published: 12/27/2011
Pages: 336
Binding Type: Paperback
Weight: 1.13lbs
Size: 9.21h x 6.37w x 0.82d
ISBN: 9780749463052

Review Citation(s):
Reference and Research Bk News 04/01/2012 pg. 79

About the Author
Hamish Pringle 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 & Saatchi. He is the co-author of Brand Immortality.

Jim Marshall 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 & Rubicam, Reeves Robertshaw and later at DMB&B.