These slides cover integrated marketing communications for traditional and digital media. The opening case study discusses the example of P&G reducing paid media spending online. This issue highlights the crisis of mistrust facing online publishers. In addition the lesson includes:
- budgeting for traditional and digital media
- media spending
- cost per thousand for various forms of media including online
- cross media processing
- brand lift and ad effectiveness
There are video case studies that show brands that effectively integrate media for the following brands:
- Go Pro Cameras
- King Video Games
- L’Oreal Clay Mask
Link to the slides click here: Integrating Media
These slides accompany Social Media & Mobile Marketing Strategy from Oxford University Press.
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