Touch Point Selection

Antony Young

Chapter Chapter 9 in Brand Media Strategy, 2014, pp 131-147 from Palgrave Macmillan

Abstract: Abstract Communications planners are, in effect, investment managers. We manage large sums of money. We advise our clients where to invest. We analyze which media are going to give better returns. And we recommend a strategy of how best to use them. In the case of an advertiser, those returns are defined by the communication goals.

Keywords: Communication Planner; Brand Personality; Communication Goal; Touch Point; Super Bowl (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-44771-5_10

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137447715

DOI: 10.1057/9781137447715_10

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().