A New Guide To Incorporating Today's Powerful Media Tools Into A Comprehensive Brand Strategy from YouTube to Facebook to the iPad, today's media landscape offers more tools and platforms for the savvy marketer than ever before. And with this rapidly evolving technology come powerful ways to track what's working and what's not and to ensure that you get the maximum impact for your brand.Brand Media Strategy explains how innovative marketers today are employing advertising and media communications to grow and build their brands. It explores the value of advertising in mass media; the use of digital media programs and the employment of nonpaid and nontraditional media vehicles.Changes in the media and marketing industry in the past five years have been rapid and enormous. The internet has fundamentally changed how people shop and make purchasing decisions. While the expanded choice of media has diluted consumers' attention, new technology has improved measurement and accountability and enabled on enhanced consumer experience.Antony Young captures these shifts in the advertising and media industry with an up-to-the-minute playbook that will show marketers and their advertising and marketing service agencies how to sell their brands in this new and evolving media landscape. With dozens of case studies, Brand Media Strategy is a useful guide to how planners and marketers can think more strategically to drive top line soles growth. Read Less