Is Anybody Out There?: The New Blueprint for Marketing Communications in the 21st Century - Rilegato

Austin, Mark; Aitchison, Jim

Rilegato

ISBN 10: 047082090X ISBN 13: 9780470820902

Casa editrice: John Wiley & Sons Inc, 2003

Riassunto

Delivers the inside track on how to make a difference in clients' businesses by managing the new communications paradigm.
* Deals with the complex intra-relationships between the brand, the consumer and the media channels, providing a thorough grasp of the total media-buying scene in which media owners have to compete.
* Arms businessmen with new brand building tools and demonstrates how to effectively apply them in a local, regional and global context.
* Helps brand managers learn how to organize themselves and their advisors to achieve real competitive advantage.

Su questo libro

L'autore:

MARK AUSTIN, Chairman and CEO of Mediaedge:cia Asia Pacific, is regarded as the marketing communications industry?s high priest of media in Asia. Named ?Media Innovator of the Year 1998? by US trade publication Advertising Age, British-born Austin is a passionate advocate of media?s importance in brand building and a leading proponent of communications channel planning in Asia. Austin?s media skills have been honed over twenty years, thirteen of which were spent running specialist media companies. In 1995, he established media specialist CIA in Asia, building a network across Hong Kong, India, Malaysia, Singapore, Taiwan and Thailand, and was a director of publicly quoted Tempus plc. In 2000, Media & Marketing awarded CIA ?Media Agency of the Year?.

JIM AITCHISON, an Australian, has worked as a creative director in Asia for twenty years, at such leading advertising agencies as The Ball Partnership and Batey Ads. His many awards include ads he wrote in Chinese. Now a full time author, his book How Asia Advertises was described by legendary marketing guru Jack Trout as ?one of the best books on advertising I have ever read.? His international best-seller Cutting Edge Advertising was hailed by British creative icon David Abbott as ?the best book on print advertising?. Aitchison lectures on advertising creativity, conducts creative workshops, writes children?s books and humour, and voices commercials and documentaries.

Dalla seconda/terza di copertina:

Does mass media advertising still work? How can brand owners reach today?s fragmented, evasive, cynical audiences? How can brands cut through in today?s new communications landscape, where technology has exploded media channels and choices?

This is the first book that offers a twenty-first century blueprint for connecting brands and consumers holistically in a world of volatile change in consumer attitudes to brands, rampant resistance to marketing messages, and spiraling media costs. It shows brand owners how they can grow their brands by harnessing literally millions of permutations of marketing disciplines and communications channels. Above all, it demonstrates how marketers can achieve a measurable return on their marketing communications investment in a local, regional and global context. The book is essential reading for: brand owners, marketing executives, and everyone responsible for a company?s brand building expenditure, advertising agencies, PR companies, media owners, and every branch of the marcom industry, academics and students who need to understand today?s challenging new marcom dynamic.

Su questa edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2003
• ISBN 10: 047082090X
• ISBN 13: 9780470820902
• Rilegatura: Copertina rigida
• Numero di pagine: 250