1 + 1 = 3

Antony Young

Chapter Chapter 6 in Brand Media Strategy, 2014, pp 81-99 from Palgrave Macmillan

Abstract: Abstract Ironically, as a media agency whose business model largely depends on buying media, my agency has invested millions of dollars in trying to understand and measure the value of nonpaid media. We understand that advertising is just one contributor to building brands. There are plenty of others. Today, the relevance and importance of word of mouth has a greater than ever proportion of the mix.

Keywords: Early Adopter; Store Brand; Brand Choice; Touch Point; Super Bowl (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations: View citations in EconPapers (106)

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_7

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

DOI: 10.1057/9781137447715_7

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 ().