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.
- ISBN10 0749463082
- ISBN13 9780749463083
- Publish Date 3 December 2011 (first published 1 January 2011)
- Publish Status Permanently Withdrawn
- Out of Print 23 February 2024
- Publish Country GB
- Imprint Kogan Page Ltd
- Format eBook (EPUB)
- Pages 336
- Language English