Media choice [electronic resource] / Dan Hagen, Kieron Matthews and Rob Mason.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Modern brand management: Publisher: London : Henry Stewart Talks, 2010Description: 1 online resource (1 streaming video file (74 min.) : color, sound)Subject(s): Branding (Marketing) | Digital media | Mass media -- MarketingOnline resources: Click here to access online | Series 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'.
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Mode of access: World Wide Web.