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3 Brand Media Strategy

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5 Brand Media Strategy Integrated Communications Planning in the Digital Era Second Edition Antony Young

6 BRAND MEDIA STRATEGY Copyright Antony Young, 2010, All rights reserved. First edition published in 2010 by PALGRAVE MACMILLAN in the United States a division of St. Martin s Press LLC, 175 Fifth Avenue, New York, NY Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number , of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave and Macmillan are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN: Library of Congress Cataloging-in-Publication Data Young, Antony, 1964 Brand media strategy : integrated communications planning in the digital era / Antony Young. Second edition. pages cm Includes bibliographical references and index. ISBN (alk. paper) 1. Branding (Marketing) 2. Internet marketing. 3. Social media. I. Title. HF Y dc A catalogue record of the book is available from the British Library. Figures by Antonette Maysonet. Design by Letra Libre, Inc. Second edition: August Printed in the United States of America.

Where this book is distributed in the UK, Europe and the rest of the world, this is by Palgrave Macmillan, a division of Macmillan Publishers Limited, registered in England, company number 785998, of

7 This book is dedicated to all the like-minded people who believe that media is a powerful driver of marketing

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9 Contents List of Figures Foreword ix xi Introduction 1 Chapter 1 google and Facebook 7 How They re Changing the Game Chapter 2 the New Media Playbook 15 A New Set of Rules for a New Media World Chapter 3 A Shift from Media Planning to Communications Planning 31 Enter the Super Planner Chapter 4 Focusing on Outcomes, Not Outputs 45 Setting the Brand Media Strategy Communication Goals Chapter 5 Insight over Analysis 61 Finding a Way in for the Brand Media Strategy Chapter = 3 81 Sparking Consumer Brand Conversations through Media

10 Chapter 7 Conducting the Orchestra 101 Making Integration Real Chapter 8 Unlocking Moments of Receptivity 115 How Media Context Helps Advertising Deliver More Relevant Communications Chapter 9 touch Point Selection 131 Determining the Right Media Channel Mix Chapter 10 getting SOCIAL 149 Connecting through Socially Enabled Communications Chapter 11 Execution Is the X-factor 171 Bringing the Brand Media Strategy to Life Chapter 12 Measurement and Metrics 191 Making the Brand Media Strategy Accountable Chapter 13 Big Data and Analytics 205 From Mad Men to Math Men (and Women) Acknowledgments 221 Further Reading 223 Notes 225 Index 233

Young Shakespeare s Young Hamlet

Young Shakespeare s Young Hamlet History of Text Technologies, developed in conjunction with an interdisciplinary research program at Florida State University, is dedicated to new scholarship and theory