From the Inside Flap
Does mass media advertising still work? How can brand owners reach todays fragmented, evasive, cynical audiences? How can brands cut through in todays new communications landscape, where technology has exploded media channels and choices?
This is the first book that offers a twenty-first century blueprint for connecting brands and consumers holistically in a world of volatile change in consumer attitudes to brands, rampant resistance to marketing messages, and spiraling media costs. It shows brand owners how they can grow their brands by harnessing literally millions of permutations of marketing disciplines and communications channels. Above all, it demonstrates how marketers can achieve a measurable return on their marketing communications investment in a local, regional and global context. The book is essential reading for: brand owners, marketing executives, and everyone responsible for a companys brand building expenditure, advertising agencies, PR companies, media owners, and every branch of the marcom industry, academics and students who need to understand todays challenging new marcom dynamic.
About the Author
MARK AUSTIN, Chairman and CEO of Mediaedge:cia Asia Pacific, is regarded as the marketing communications industrys high priest of media in Asia. Named “Media Innovator of the Year 1998” by US trade publication Advertising Age, British-born Austin is a passionate advocate of medias importance in brand building and a leading proponent of communications channel planning in Asia. Austins media skills have been honed over twenty years, thirteen of which were spent running specialist media companies. In 1995, he established media specialist CIA in Asia, building a network across Hong Kong, India, Malaysia, Singapore, Taiwan and Thailand, and was a director of publicly quoted Tempus plc. In 2000, Media & Marketing awarded CIA “Media Agency of the Year”.
JIM AITCHISON, an Australian, has worked as a creative director in Asia for twenty years, at such leading advertising agencies as The Ball Partnership and Batey Ads. His many awards include ads he wrote in Chinese. Now a full time author, his book How Asia Advertises was described by legendary marketing guru Jack Trout as “one of the best books on advertising I have ever read.” His international best-seller Cutting Edge Advertising was hailed by British creative icon David Abbott as “the best book on print advertising”. Aitchison lectures on advertising creativity, conducts creative workshops, writes childrens books and humour, and voices commercials and documentaries.
