Integrated marketing communication : creative strategy from idea to implementation
Author(s)
Bibliographic Information
Integrated marketing communication : creative strategy from idea to implementation
Rowman & Littlefield, c2018
3rd ed
- : cloth
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Note
Includes bibliographical references (p. 346-350) and index
Description and Table of Contents
Description
Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). 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.
Table of Contents
1 Integrated Marketing Communication
2 IMC Marketing Plans
3 Branding and Positioning
4 Creative Briefs
5 The Creative Process
6 Copywriting
7 Campaigns
8 Public Relations
9 Newspaper Advertising
10 Magazine Advertising
11 Radio Advertising
12 Television Advertising
13 Out-of-Home and Transit Advertising
14 Direct Marketing
15 Sales Promotion
16 Internet Marketing and Social Media
17 Mobile Media Marketing
18 Alternative Media Advertising
by "Nielsen BookData"