Media choice [electronic resource] /
Dan Hagen, Kieron Matthews and Rob Mason.
- London : Henry Stewart Talks, 2010.
- 1 online resource (1 streaming video file (74 min.) : color, sound).
- Modern brand management : fundamentals and latest thinking .
- Henry Stewart talks. Marketing & management collection. Modern brand management .
Animated audio-visual presentation with synchronized narration. Title from title frames.
Contents: Traditional media: What is traditional media? -- Key drivers of media change -- The rules of media planning are changing -- Changes in consumer behavior and expectation -- Smart brands are connecting in multiple ways -- Understanding consumers better -- The benefits of different media channels Online Pic' n' mix: The market has changed dramatically -- Disappearance of high street shops -- Shoppers have moved online -- The first recession since the internet has become a mass medium -- Online is the only medium showing growth -- The digital media mix -- Trends in: participation, advocacy, contribution, diversity and innovation Sponsorship: The rapidly changing media landscape, along with more sophisticated consumers, has allowed sponsorship to become one of the most powerful routes to engage audiences -- Definition of sponsorship -- Understanding, buying and activating it -- Case histories -- Sponsorship is 'content'.
Access restricted to subscribers.
Mode of access: World Wide Web. System requirements: Browser compatibility: updated Mozilla Firefox, Google Chrome, Safari or Internet Explorer 8+. Browser settings: enable JavaScript, enable cookies from the Henry Stewart Talks site. Required Desktop Browser plugins & viewers: Updated Adobe Flash Player & Adobe Acrobat Reader. Mobile device & operating system versions: Android v2.1+, iPhone 4+ (iOS v5.x+), iPad 2+ (iOS v5.x+), BlackBerry OS v7.0+, Windows Phone v6.5.1+.
2695 Henry Stewart Talks
Branding (Marketing) Digital media. Mass media--Marketing.