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Paid, Owned, Earned 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Burcher, Nick 作者

译者

2012-3 出版日期

296 页数

$ 30.45 价格

丛书系列

9780749465629 图书编码

Paid, Owned, Earned 在线电子书图书标签: media 传播营销 strategy marketing

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Paid, Owned, Earned 在线电子书图书描述

The complexity of media that now sees multiple channels accessed through multiple devices has created major challenges for today's marketing and advertising professionals. Consumer time is split between TVs, laptops, iPads, X-Boxes and smartphones, with traditional media, websites, videos, social networks and apps all competing for attention, meaning it's difficult for brands to decide how best to reach and engage their audiences. "Paid, Owned, Earned" defines the constituents of each area of 'paid', 'owned' and 'earned' media and shows how they are linked together. It proposes a blueprint for how to think and navigate across this space using a framework made up of key elements such as communities and content, social media optimisation, seeding and viral distribution, broadcast mass media, social performance media and measurement.

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