Integrated marketing communication : creative strategy from idea to implementation
Author(s)
Bibliographic Information
Integrated marketing communication : creative strategy from idea to implementation
Rowman & Littlefield, c2015
2nd ed
- : cloth
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Note
"First edition published 2007."--T.p. verso
Bibliography: p. 313-316
Includes index
Description and Table of Contents
Description
Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message.
This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion. Several new chapters address the latest additions to the mix: Internet, social, mobile, and alternative media, plus guerrilla marketing. The text builds students' skills in developing a creative idea, employing the correct message, and placing it appropriately-and will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.
Table of Contents
Preface
Introduction
1 Integrated Marketing Communication
Here We Go Again
What Is Integrated Marketing Communication?
Basic Reasons for the Growth of IMC
Why IMC Fails
What Drives IMC
Case Study 1: Toshiba America Consumer Products
Tying It All Together
2 IMC Marketing Plans
The Role of the Marketing Plan
Where to Begin: Research
What Does a Marketing Plan Do?
Case Study 2: Blickman Inc.
The Creative Strategy and the Marketing Plan
3 Branding and Positioning
Defining a Brand, Its Image, and Its Worth
Brand Equity: What Is Brand Equity?
Brands: What's in a Name?
Case Study 3: Dracula
Brand Awareness: Perception Is the Better Part of Advertising
Tweaking the Marketing Plan
4 Creative Briefs
The Big Influence inside a Small Document
What Makes Up a Creative Brief?
Case Study 4: Apple Creates Geniuses
5 The Creative Process
The Creative Brief Is the Inspiration behind a Good Idea
The Soccer Game of Idea Teamwork
Is the Idea on Target and on Strategy?
Where Does a Good Idea Originate?
The Creative Concept
Elements That Make Up an Ad: What Goes Where?
Type Is a Personality Thing
Putting Ideas on Paper: The Stages of Design
Visuals, Options, and Decisions
Color's Representational Role
6 Copywriting
The Components of Copy
Visuals: Tying the Verbal to the Visual
The Logo as a Symbol
Visual/Verbal Parts
Writing beyond the Ad: Promotional Devices
Copy Sheets
Selling the Client on the Creative Idea
7 Campaigns
The IMC Campaign
Planning the Campaign
Case Study 5: Ecco's Catwalk
Isolating the Key Consumer Benefit
Developing a Cohesive Visual/Verbal Message
The Promotional Mix
Types of Campaigns
Concept Components
Stand Up and Stand Out: It Pays to Be Different
8 Public Relations
The Strategic Use of Public Relations in IMC
Marketing Public Relations
The Diversity of the Public Relations Voice
Case Study 6: Dawn Dishes It Out
How Does Public Relations Help IMC Be Consumer Focused?
Salvations and Deterrents of Public Relations
Putting Public Relations to Work
The Strategy behind Public Relations
The Many Documents That Make Up Public Relations
Publicity
9 Newspaper Advertising
The Strategic Use of Newspaper in IMC
What Is Newspaper Advertising?
Case Study 7: Anheuser-Busch
The Diversity of the Newspaper Voice
How Does Newspaper Advertising Help IMC Be Consumer Focused?
Salvations and Deterrents of Newspaper Advertising
The Strategy behind Newspaper Advertising
The Look of Newspaper Advertising
Co-op Advertising
Evaluation
10 Magazine Advertising
The Strategic Use of Magazines in IMC
The Diversity of the Magazine Advertising Voice
Case Study 8: Volkswagen's BlueMotion Label
How Does Magazine Advertising Help IMC Be Consumer Focused?
Salvations and Deterrents of Magazine Advertising
The Strategy behind Magazine Advertising
What to Avoid and What to Include in Magazine Advertising
The Look of Magazine Design
Cooperative Advertising and Magazines
11 Radio Advertising
The Strategic Use of Radio Advertising in IMC
Case Study 9: Coke Break
The Diversity of the Radio Advertising Voice
How Does Radio Advertising Help IMC Be Consumer Focused?
Salvations and Deterrents of Radio Advertising
The Strategy behind Radio Advertising
The Sound of Radio Design
What to Consider When Designing for Radio
12 Television Advertising
The Strategic Use of Television in IMC
Case Study 10: AXN and Hilton Hotels
The Diversity of the Television Advertising Voice
How Does Television Advertising Help IMC Be Consumer Focused?
Salvations and Deterrents of Television Advertising
The Strategy behind Television Advertising
The Sight, Sound, and Motion of Television Design
How to Deliver the Message
13 Out-of-Home and Transit Advertising
The Strategic Use of Out-of-Home in IMC
The Diversity of the Out-of-Home Voice
Case Study 11: Chick-fil-A
How Does Out-of-Home Advertising Help IMC Be Consumer Focused?
Salvations and Deterrents of Out-of-Home and Transit Advertising
The Strategy behind Out-of-Home and Transit Advertising
The Look of Out-of-Home and Transit Advertising
14 Direct Marketing and Sales Promotion
The Strategic Use of Direct Marketing in IMC
Case Study 12: Notre Dame Federal Credit Union
A Word about Databases
The Diversity of the Direct-Marketing Voice
The Strategic Use of Sales Promotion in IMC
The Diversity of the Sales Promotion Voice
How Do Direct Marketing and Sales Promotion Help IMC Be Consumer Focused?
Salvations and Deterrents of Direct Marketing and Sales Promotion
The Strategy behind Direct Marketing and Sales Promotion
The Many Documents That Make Up a Direct-Mail Kit
The Look of Sales Promotion
Bottom Line
15 Internet Marketing and Social Media
The Strategic Use of Internet Marketing in IMC
The Diversity of the Internet Marketing Voice
The Strategic Use of Social Media in IMC
Case Study 13: Activision Blizzard
The Diversity of the Social Media Voice
How Do Internet Marketing and Social Media Help IMC Be Consumer Focused?
Salvations and Deterrents of Internet Marketing and Social Media
The Strategy behind Internet Marketing
The Design of Internet Marketing
Designing for a New Medium
The Strategy behind Social Media
Bottom Line
16 Mobile Media Marketing
The Strategic Use of Mobile Media in IMC
The Diversity of the Mobile Media Marketing Voice
Case Study 14: Groupon
How Does Mobile Media Marketing Help IMC Be Consumer Focused?
Salvations and Deterrents of Mobile Media Marketing
The Strategy behind Mobile Media Marketing
The Look of Mobile Media Marketing
Designing for a New Digital Medium
17 Alternative Media Advertising
The Strategic Use of Alternative Media in IMC
The Diversity of the Alternative Media Voice
Case Study 15: Allstate
How Does Alternative Media Advertising Help IMC Be Consumer Focused?
Salvations and Deterrents of Alternative Media
The Strategy behind Alternative Media Advertising
The Look of Alternative Media Advertising
The Choice to Use Alternative Media
Guerrilla Marketing Is All about the Innovative Encounter
Glossary
Bibliography
Index
About the Author
by "Nielsen BookData"