{"product_id":"spending-advertising-money-in-the-digital-age-9780749463052","title":"Spending Advertising Money in the Digital Age","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eHamish Pringle\u003c\/b\u003e is Director General of the IPA (\u003ci\u003eThe Institute of Practitioners in Advertising\u003c\/i\u003e). He has over 26 years' experience in the advertising industry having run his own branding and marketing consultancy and worked for Saatchi \u0026amp; Saatchi amongst many others. Together with Peter Field he is the co-author of \u003ci\u003eBrand Immortality, \u003c\/i\u003e(published by Kogan Page),  and also author of \u003ci\u003eBrand Spirit\u003c\/i\u003e, \u003ci\u003eBrand Manners\u003c\/i\u003e and \u003ci\u003eCelebrity Sells\u003c\/i\u003e.\u003cb\u003eJim Marshall\u003c\/b\u003e is Chief Client Services Officer for Aegis. He has worked in media for over 35 years, as a director at Young \u0026amp; Rubicam, Reeves Robertshaw and later at DMB\u0026amp;B. Jim is also a member of the IPA Council and former Chairman of the IPA Media Futures Group.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"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 *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cul\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 20: \tPoint of purchase;\u003c\/li\u003e\n\u003cli\u003eChapter - 21: \tPublic relations;\u003c\/li\u003e\n\u003cli\u003eChapter - 22: \tRadio;\u003c\/li\u003e\n\u003cli\u003eChapter - 23: \tSponsorship;\u003c\/li\u003e\n\u003cli\u003eChapter - 24: \tTelevision;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - FIVE:  Where’s it all going?;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 25: \tMedia channels in future;\u003c\/li\u003e\n\u003cli\u003eChapter - 26: \tMedia owners in future;\u003c\/li\u003e\n\u003cli\u003eChapter - 27: \tMedia agencies in future;\u003c\/li\u003e\n\u003cli\u003eChapter - 28: \tMulti-media strategies in future\u003c\/li\u003e\n\u003cli\u003eChapter - 19: \tOut-of-home;\u003c\/li\u003e\n\u003cli\u003eChapter - 18: \tOnline;\u003c\/li\u003e\n\u003cli\u003eChapter - 17: \tLocal newspapers;\u003c\/li\u003e\n\u003cli\u003eChapter - 16: \tNational newspapers;\u003c\/li\u003e\n\u003cli\u003eChapter - 15: \tMagazines;\u003c\/li\u003e\n\u003cli\u003eChapter - 14: \tDirect mail and e-mail;\u003c\/li\u003e\n\u003cli\u003eChapter - 13: \tCinema;\u003c\/li\u003e\n\u003cli\u003eChapter - 12: \tContributors;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - FOUR:  The strengths of each medium;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 11: \tChoosing the multi-media mix;\u003c\/li\u003e\n\u003cli\u003eChapter - 10: \tWhy using multi-media works;\u003c\/li\u003e\n\u003cli\u003eChapter - 09: \tDeveloping a successful media strategy;\u003c\/li\u003e\n\u003cli\u003eChapter - 08: \tThe importance of a good brief;\u003c\/li\u003e\n\u003cli\u003eChapter - 07: \tHow to set an effective media budget;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - THREE:  How to make media work more effectively;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 06: \tHow the Bellwether Report can help;\u003c\/li\u003e\n\u003cli\u003eChapter - 05: \tNew insights from IPA TouchPoints;\u003c\/li\u003e\n\u003cli\u003eChapter - 04: \tKey points on UK media research;\u003c\/li\u003e\n\u003cli\u003eChapter - 03: \tThe current UK media landscape;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - TWO:  Overview of the UK media marketplace;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 02: \tPeople’s relationship with media;\u003c\/li\u003e\n\u003cli\u003eChapter - 01: \tThe evolution of the media agency;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - ONE:  Media fundamentals;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\u003cli\u003eChapter - 00: \tIntroduction;\u003c\/li\u003e\u003c\/ul\u003e\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Kogan Page","offers":[{"title":"Default Title","offer_id":51359143887191,"sku":"9780749463052","price":28.79,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780749463052.jpg?v=1754123772","url":"https:\/\/bookcurl.com\/products\/spending-advertising-money-in-the-digital-age-9780749463052","provider":"Book Curl","version":"1.0","type":"link"}