Spending advertising money in the digital age : how to navigate the media flow / Hamish Pringle and Jim Marshall.

By:

Pringle, Hamish

Contributor(s):

Marshall, Jim, 1955-

Publication details: London ; Philadelphia : Kogan Page, 2012.Description: xx, 316 p. : ill. ; 24 cmISBN:

9780749463052 (pbk.) :
0749463058 (pbk.) :

Subject(s):

LOC classification:

HF5823 .P737 2012

Summary: Proposes a model, F A I P A, for media and communications planning that describes how to select the right media channel to promote a brand from the many that are 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.

List(s) this item appears in: KOGAN PAGE

Holdings
Item type	Current library	Home library	Shelving location	Call number	Status	Date due	Barcode
Books	American University in Dubai	American University in Dubai	Main Collection	HF 5823 .P737 2012 (Browse shelf(Opens below))	Available		5098002

Includes bibliographical references and index.

Proposes a model, F A I P A, for media and communications planning that describes how to select the right media channel to promote a brand from the many that are 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.

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Spending advertising money in the digital age : how to navigate the media flow / Hamish Pringle and Jim Marshall.

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