Connect, Engage, Convert: Content, Media and Measurement to Drive Business Results

Connect, Engage, Convert is the modern mantra for the way marketing and advertising is done today.  With a heavy media focus, this textbook modernizes the classic way media has been taught for years.  From data, privacy, modern audience development, a complete overview of all the traditional and digital channels as well as data driven omni-channel planning methodology, strategic alignment to business goals and objectives and a look at media planning versus connections planning, this textbook gives students real world exposure to the modern world of content, media and measurement.  

This book is also updated often to remain on the cutting edge of what is happening that changes the way brands and agencies work.  If you are looking for a textbook that offers more than just the same old media math equations and digs in deeper into technology, audiences, strategy and integrated planning, this is the one you need.  

Connect, Engage, Convert is a hands-on look at how technology, digital and mobile have disrupted the way brands and marketers prospect and engage with their audiences.  This is the modern media and connections textbook for advertising today.