TY  - ADVS
AU  - Hagen,Dan
AU  - Mason,Rob
AU  - Matthews,Kieron
TI  - Media choice
T2  - Modern brand management : fundamentals and latest thinking
PY  - 2010///
CY  - London
PB  - Henry Stewart Talks
KW  - Branding (Marketing)
KW  - Digital media
KW  - Mass media
KW  - Marketing
N1  - 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
UR  - http://hstalks.com/lib.php?t=HST102.2695&c=250
UR  - http://hstalks.com/lib.php?t=HST102&c=250
ER  -