By Antony Young (auth.)

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Additional resources for Brand Media Strategy: Integrated Communications Planning in the Digital Era

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Search engines and social media have just added to the pressure on the gas pedal. The shift in the media world and with consumers is a doubleedged sword for those in the advertising and communications business. We’re an industry that thrives on fashion and fads. But the changes I’ve just outlined have real-world implications for developing and executing Brand Media Strategies. There are eight important implications for the new media playbook. CREATE INVOLVEMENT AND RELEVANCE, NOT JUST AWARENESS Advertising has always been about engaging the consumer.

It is important for planners to think beyond the purchase and consider consumption and usage. Even that isn’t the end of the story, however. Advocacy begins the cycle again when the customer recommends the product or service to others. The Consumer Pathway is the base of the marketing effort. In an ideal world, the communications planner would be able to identify strategies and tactics that would address each of the stages, but the real world has budgets. In fact, a communications plan that claims to do everything is a sure sign of insufficient clarity about what’s needed or an ineffective plan.

Advertising can help by opening new markets, promoting new products, driving in more foot traffic, or increasing the rate of trial. Selling more often: Advertising persuades people to buy more often. Reminding people when they are returning to the market to buy is as important as informing them of a new product or feature. We’ll cover the theory of recency later in this chapter. Selling for more money: Advertising has always been about selling, but there are alternatives that can help companies sell more.

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