Brand Media Strategy: Integrated Communications Planning in the Digital Era

There are a million seminars, workshops, articles, and blogs about "social media", "how to effectively reach your customer", etc. etc.---But if you are currently in the field of advertising/marketing/media--and this includes those who produce the "creative message"---or if you are a student considering this profession: READ THIS BOOK---and SAVE YOURSELF A LOT OF TIME AND MONEY skipping many of the aforementioned seminars, etc.Mr. Young does an elegant job in his simplicity of explaining, illustrating, and bringing insight into successfully identifying the complexities of both finding specific consumers and penetrating through the noise and clutter to touch them with the brand's message.In short, if you are smart---this book will make you smarter!(And you will not only become, but will want to hire "T" people!)

Antony's one of those at the top who gets it. Media has changed forever and that means a lot of work for the laggards to catch up and a lot of work for the leaders to stay ahead. His (and his agency's) take on the new world order is a must read for those buying, selling, planning, deciding and leading media.I work on the other side of the desk but plan to modify my approach to dealing with our customers based upon many of the learnings I pulled from Brand Media Strategy.

This book is a really good refresher in branding, especially if you need to brush-up on latest thinking and industry language. Recommend.

I think the material could be organized better.

Makes a strong point for revamping marketing and public relations programs that rely on the "good ol days" of mass media.Great statistics to help a brand strategist sell change to companies stuck in old ways despite declining ROI.

is really great! a bit old in some references, but the beautiful thing about good strategy books is that some concepts never turn old!

I purchased this book for a class but found that it is very very useful outside of the classroom. It truly explains so much in the realm of advertising.

Not well written. But decent content.

I felt this is pitched at quite an advanced level, quite heavy on jargon. If your studying brand marketing at university, or working heavily in the field it's probably great, but this isn't good for someone looking to get started or get the broad strokes.

Bücher zur Media-Strategie gibt es wenig. Dabei ist das Thema Mediaplanung - also wie erreiche ich mit meiner Werbebotschaft die richtigen Leute zum richtigen Zeitpunkt - heute komplizierter als früher. In vielen BWL-Lehrbüchern wird Mediaplanung immer noch so behandelt, wie sie vor 30 Jahren stattfand - damals wurde die Werbung "gestreut", also unter das Volk gebracht, was einfach war, da es nur eine begrenzte Anzahl an Werbeträgern gab.Heute ist die Sache komplizierter und das Buch "Brand Media Strategy" gibt einen Einblick, mit was sich moderne Mediaplanung heute beschäftigen muss. Dabei gibt es mehr Inspiration als konkrete Hilfsmittel, hat einen sehr US-amerikanischen Fokus und benutzt die aufgeblähte Marketing-Jargon der Agenturen, bei der auch die altbackenen Banalitäten immer wie der neuste Schrei verkauft wird.Trotzdem ist das Buch lesenswert für alle Marketing-Verantwortlichen, da es den Blick auf die aktuellen Herausforderungen der Marketing-Kommunikation richtet. Wer eine deutsch-sprachigen Beitrag zum Thema Media-Strategie sucht, dem empfehle ich meinen Artikel "Strategie statt Streudienst" in dem von Prof. Andreas Baetzgen herausgegebenen Band "Brand Planning".  Brand Planning: Starke Strategien für Marken und KampagnenBrand Planning: Starke Strategien für Marken und Kampagnen

Not really relevant for today's digital age. It helps a little in ideas but then not impressive. There are other books that are more relevant to today's times.

Had no idea what he's talking about.