Integrated marketing communication : creative strategy from idea to implementation

著者

• Blakeman, Robyn

書誌事項

Integrated marketing communication : creative strategy from idea to implementation

Robyn Blakeman

Rowman & Littlefield, c2024

4th ed

• : cloth

注記

Includes bibliographical references (p. 367-371) and index

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

「Nielsen BookData」 より

詳細情報

• NII書誌ID(NCID): BD06171442
• ISBN:
  • 9781538176320
• LCCN: 2023008659
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Lanham, Md.
• ページ数/冊数: x, 382 p.
• 大きさ: 27 cm
• 分類:
  • LCC : HF5415.123
  • DC23 : 658.8/02
  • DC23 : 658.802
• 件名:
  • LCSH : Communication in marketing