Integrated Marketing Communication : Creative Strategy from Idea to Implementation

Integrated Marketing Communication : Creative Strategy from Idea to Implementation

Description

A newer edition of this book is available. See the new edition's page at the following address: https://rowman.com/ISBN/9781442221222 Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested, step-by-step approach that lays out creative processes and strategies for effective IMC, as well as how traditional advertising and marketing principles are changing. Blakeman covers key areas, from marketing plans, branding and positioning, and creative briefs to copywriting, design, and considerations for each major media format. She also looks at visual and verbal tactics, along with the use of business theory and practices-and how these affect the development of the creative message. IMC trends require students to become well-rounded professionals, understanding not only advertising but also marketing, public relations, sales promotion, and direct marketing. This student-friendly text walks students through these areas and helps them develop their skills in taking a creative idea and employing the correct message, placing it in the most appropriate media, and using the most effective communications approaches.

Similar Books

ISBN 10: 153810105X
ISBN 13: 9781538101056

09 Oct 2018
Robyn Blakeman

ISBN 10: 1473674816
ISBN 13: 9781473674813

26 Sep 2017
Jordan Belfort

ISBN 10: 0195596269
ISBN 13: 9780195596267

19 Nov 2015
Jenni Romaniuk

ISBN 10: 1683504585
ISBN 13: 9781683504580

22 Jun 2017
Russell Brunson

ISBN 10: 1884667260
ISBN 13: 9781884667268

09 Oct 2013
Sarah Robbins

ISBN 10: 1401957900
ISBN 13: 9781401957902

05 May 2020
Russell Brunson

ISBN 10: 1847941109
ISBN 13: 9781847941107

27 Aug 2015
Jeff Sutherland

ISBN 10: 1400201837
ISBN 13: 9781400201839

16 Nov 2017
Donald Miller

ISBN 10: 067179437X
ISBN 13: 9780671794378

19 Apr 2004
Frank Bettger

ISBN 10: 0241184835
ISBN 13: 9780241184837

24 Aug 2015
Nir Eyal

ISBN 10: 0190311509
ISBN 13: 9780190311506

16 May 2018
Jenni Romaniuk

ISBN 10: 1989025013
ISBN 13: 9781989025017

24 May 2018
Allan Dib