Description
Book SynopsisHamish Pringle is Director General of the IPA (
The Institute of Practitioners in Advertising). He has over 26 years' experience in the advertising industry having run his own branding and marketing consultancy and worked for Saatchi & Saatchi amongst many others. Together with Peter Field he is the co-author of
Brand Immortality, (published by Kogan Page), and also author of
Brand Spirit,
Brand Manners and
Celebrity Sells.
Jim Marshall is Chief Client Services Officer for Aegis. He has worked in media for over 35 years, as a director at Young & Rubicam, Reeves Robertshaw and later at DMB&B. Jim is also a member of the IPA Council and former Chairman of the IPA Media Futures Group.
Trade Review"This is a sane, balanced, comprehensive and thought-provoking book which should be essential reading for everyone, not just media folk, involved in the marketing communications business." * John Fanning, Marketing.ie *
Table of Contents
- Chapter - 20: Point of purchase;
- Chapter - 21: Public relations;
- Chapter - 22: Radio;
- Chapter - 23: Sponsorship;
- Chapter - 24: Television;
- Section - FIVE: Where’s it all going?;
- Chapter - 25: Media channels in future;
- Chapter - 26: Media owners in future;
- Chapter - 27: Media agencies in future;
- Chapter - 28: Multi-media strategies in future
- Chapter - 19: Out-of-home;
- Chapter - 18: Online;
- Chapter - 17: Local newspapers;
- Chapter - 16: National newspapers;
- Chapter - 15: Magazines;
- Chapter - 14: Direct mail and e-mail;
- Chapter - 13: Cinema;
- Chapter - 12: Contributors;
- Section - FOUR: The strengths of each medium;
- Chapter - 11: Choosing the multi-media mix;
- Chapter - 10: Why using multi-media works;
- Chapter - 09: Developing a successful media strategy;
- Chapter - 08: The importance of a good brief;
- Chapter - 07: How to set an effective media budget;
- Section - THREE: How to make media work more effectively;
- Chapter - 06: How the Bellwether Report can help;
- Chapter - 05: New insights from IPA TouchPoints;
- Chapter - 04: Key points on UK media research;
- Chapter - 03: The current UK media landscape;
- Section - TWO: Overview of the UK media marketplace;
- Chapter - 02: People’s relationship with media;
- Chapter - 01: The evolution of the media agency;
- Section - ONE: Media fundamentals;
- Chapter - 00: Introduction;
