Brand Media Strategy
Today's sophisticated media landscape offers more tools and platforms, for the savvy marketer than ever before. Media & brand expert Antony Young explores how today's most innovative marketers are meeting the challenge by employing the latest media tools in ways never before seen to grow their brands, and getting unprecedented results.
This book will offer fresh insight into how marketers are leveraging media to advertise and promote their brands with specific case studies, including how Brand Obama's media strategies helped win his candidacy, how Wal-Mart's won increased market share over the likes of Macy's; and why McDonald's use of local media strategies behind its McCafe's launch was so effective. It examines how marketers are navigating the newly established media environment and provides a useful guide for marketers on how to think more strategically about their advertising to drive top line sales growthAntony Young regularly speaks at advertising, media and branding conferences, and is regularly covered by the media