Integrated marketing communication : creative strategy from idea to implementation

Author(s)

• Blakeman, Robyn

Bibliographic Information

Integrated marketing communication : creative strategy from idea to implementation

Robyn Blakeman

Rowman & Littlefield, c2024

4th ed

• : pbk : alk. paper

Note

Bibliography: p. 367-371

Index: p. 372-381

Description and Table of Contents

Description

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.

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"

Details

• NCID: BD05464966
• ISBN:
  • 9781538176337
• LCCN: 2023008659
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Lanham
• Pages/Volumes: x, 382 p.
• Size: 26 cm
• Classification:
  • LCC : HF5415.123
  • DC23 : 658.8/02
  • DC23 : 658.802
• Subject Headings:
  • LCSH : Communication in marketing