||1 of 1 people found the following review helpful.| Review from an American university professor.|By W. Hoblyn Jones|During the last decade of the Twentieth Century, three changes took hold of the advertising business. The first was the bundling of the leading firms into a small number of financial conglomerates which formed an oligopoly; the second concerned media planning, which was taken over by specialist organizations th||Advertising professionals, brand managers, marketing professionals, marketing and business studies students
Seismic changes are occurring in the world of advertising due to the inexorable rise of new technologies and the way consumers are using new media. These changes in behaviour are challenging accepted ways of using the media to build brands. Based on data from the IPA Effectiveness Awards databank and from IPA TouchPoints, the world's first customer-centric media habits survey, plus research from Nielsen and Millward Brown, the authors propose a new model, 'F.A.I.P.A', f...
[PDF.jk14] Spending Advertising Money in the Digital Age: How to Navigate the Media Flow Rating: 3.69 (563 Votes)
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