Integrated marketing communication : creative strategy from idea to implementation
著者
書誌事項
Integrated marketing communication : creative strategy from idea to implementation
Rowman & Littlefield, c2024
4th ed
- : pbk : alk. paper
大学図書館所蔵 全1件
注記
Bibliography: p. 367-371
Index: p. 372-381
内容説明・目次
内容説明
This comprehensive introduction to the creative processes and strategies for effective IMC covers marketing plans; branding/positioning; creative briefs; and copywriting, design, and other considerations for major media formats. The fourth edition includes new case studies and increased discussion of digital and social media opportunities.
目次
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
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