Insights and Ideas on Communications Planning
December 19, 2010 Leave a comment
Coke and Pepsi’s rivalry is the stuff of legend in the ad business. They vigorously compete for share of voice, share of heart and share of throat. In the case of Coke Zero and Pepsi Max, these beverage giants are chasing a burgeoning market of men who apparently aren’t man enough to own up to drinking a soda marked “diet.” They’re also notoriously light TV viewers and generally difficult to reach.
About Brand Media Strategy
This site is a resource for communications planners, brand marketers and media professionals.
Brand Media Strategy [published by Advertising Age, Palgrave MacMillan] explains how brands today are employing advertising and media communication strategies to grow and build their brands. It explores the value of advertising in mass media; activation of digital media programs; and employing non-paid or non-traditional media vehicles.
It's author is Antony Young, CEO of Mindshare North America, a WPP owned media agency that provides communications planning, digital and media buying services. http://www.mindshareworld.com
