Media in Focus, written by Les Binet and Peter Field, takes the changing media landscape as its focus and addresses, among others, the issues of: Does mass marketing still work? Is tight targeting now the most efficient approach? Is unpaid making paid media redundant? It also investigates the broader issues of budgeting, planning and reporting, and challenges the industry to reconsider approaches to efficiency, ROMI and measurement strategy.
It is the first part of a new series about Marketing Effectiveness in the Digital Era, produced in association with Google and Thinkbox, and updates the media-related findings of the IPA’s two previous analyses of the IPA Databank: Marketing in the Era of Accountability (WARC 2007) and The Long and the Short of It (IPA 2013).
Please note that non members based in the following countries can order from Amazon: UK (includes all of Europe), US, Australia and Canada (only Lemon and Look Out available). If you live outside of these countries then please proceed to purchase from the IPA website, however, you will incur an additional cost in taxes and there will be a delay.