By Antony Young (auth.)
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Additional info for Brand Media Strategy: Integrated Communications Planning in the Digital Era
Finally, it is about the brand or campaign idea and its ampliﬁcation, followed by integrated execution and measurement. The rest of the book covers how we address these communications issues of the Brand Media Strategy Wheel. CHAPTER 4 FOCUSING ON OUTCOMES, NOT OUTPUTS SETTING THE BRAND MEDIA STRATEGY COMMUNICATION GOALS A clearly articulated, inspiring and measurable communication goal is the cornerstone of a successful Brand Media Strategy. That’s why this chapter may well be the most important in the book.
Overreliance on these outputs risks chief marketing ofﬁcers not approving budgets, because although measurable, these outputs don’t explain how the communications strategy will help drive the marketing ROI. Most media metrics were designed to be used as a guide for the effectiveness of trading or pricing terms. They were more relevant when the goal was advertising awareness and in a world where advertising plans were driven by one or two principal media. Today, media programs typically consist of four to ten different media channels.
As consumers ﬁlter and avoid advertising, the context of advertising is becoming as important as the content. In today’s market, advertisers are working even harder to put the right message in front of the right target group at the right time to improve the performance of their communications. To give an example, the Volkswagen Polo has been using online video to reach its customers in Europe. ”17 That’s a whole lot different from and more speciﬁc than the demographic buys of television, targeting men ages 18 to 34.
Brand Media Strategy: Integrated Communications Planning in the Digital Era by Antony Young (auth.)