Utilizing New Media in Advertising: Industry Leaders on Integrating the Right Media Mix, Capitalizing on New Techniques, and Enhancing Brand Relation

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Utilizing New Media in Advertising is an authoritative, insiders perspective on the key strategies for using new media approaches to create attention-grabbing advertising campaigns. Featuring presidents and CEOs representing some of the nations leading advertising agencies, this book provides a broad, yet comprehensive overview of the variety of new multimedia advertising techniques used to grab the consumers attention in todays competitive marketplace. From choosing the right medium to meet the clients objectives and reach their audience to understanding how to create a consumers emotional connection to the product, these authorities offer practical and adaptable strategies for keeping up with and taking advantage of developing technology and media. The different niches represented and the breadth of perspectives presented enable readers to get inside some of the great strategic minds of today.

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