By Antony Young (auth.)
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Extra info for Brand Media Strategy: Integrated Communications Planning in the Digital Era
16 ALL MEDIA IS DIGITAL, ALL DIGITAL IS MOBILE Established media haven’t taken the shift to digital media lying down. In fact, in most cases the opposite is true. The world’s oldest advertising THE NEW MEDIA PLAYBOOK 21 medium, the out-of-home (OOH) industry, is investing heavily in digital OOH networks. Digital OOH inside elevators, shopping malls, airports, and on freeways is transforming static signage into real-time, digital media. The major broadcast and cable operators have added windows and platforms beyond live broadcast to capture additional viewers.
Finally, it is about the brand or campaign idea and its ampliﬁcation, followed by integrated execution and measurement. The rest of the book covers how we address these communications issues of the Brand Media Strategy Wheel. CHAPTER 4 FOCUSING ON OUTCOMES, NOT OUTPUTS SETTING THE BRAND MEDIA STRATEGY COMMUNICATION GOALS A clearly articulated, inspiring and measurable communication goal is the cornerstone of a successful Brand Media Strategy. That’s why this chapter may well be the most important in the book.
BREAK DOWN THE BUSINESS GOALS INTO SPECIFICS It is important to deﬁne the business goals as speciﬁcally as possible. ” The key question that you need to ask is, “Where will most of the business growth come from? Does a retailer want to increase foot trafﬁc into stores, increase the average basket size, or bring new customers into the franchise? Perhaps the client wants to expand distribution channels or increase frequency of purchase. Or does the company want to launch a new product or change how consumers perceive a product?
Brand Media Strategy: Integrated Communications Planning in the Digital Era by Antony Young (auth.)