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1 + 1 = 3

In: Brand Media Strategy

Author

Listed:
  • Antony Young

Abstract

Ironically, as a media agency whose business model largely depends on buying media, my agency has invested millions of dollars in trying to understand and measure the value of nonpaid media. We understand that advertising is just one contributor to building brands. There are plenty of others. Today, the relevance and importance of word of mouth has a greater than ever proportion of the mix.

Suggested Citation

  • Antony Young, 2014. "1 + 1 = 3," Palgrave Macmillan Books, in: Brand Media Strategy, edition 0, chapter 0, pages 81-99, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-44771-5_7
    DOI: 10.1057/9781137447715_7
    as

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