TY  - BOOK
AU  - Pringle,Hamish
AU  - Marshall,Jim
TI  - Spending advertising money in the digital age: how to navigate the media flow 
SN  - 9780749463052 (pbk.) :
AV  - HF5823 .P737 2012
PY  - 2012///
CY  - London, Philadelphia
PB  - Kogan Page
KW  - Advertising
KW  - Management
KW  - Marketing
KW  - Mass media
KW  - Digital media
N1  - Includes bibliographical references and index
N2  - 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
ER  -