Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format.
Throughout, the book 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.
The fourth edition features
Twelve new case studies
Increased discussion of digital and social media opportunities
Content boxes comparing new and traditional media
End of chapter discussion questions
Comprehensive glossary of terms
eBook - PDF
Integrated Marketing Communication
Creative Strategy from Idea to Implementation
- 393 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
About this book
Information
Table of contents
- Cover
- Title Page
- Copyright Page
- Preface
- Introduction
- Chapter 1: Integrated Marketing Communication
- Chapter 2: IMC Marketing Plans
- Chapter 3: Branding and Positioning
- Chapter 4: Creative Briefs
- Chapter 5: The Creative Process
- Chapter 6: Copywriting
- Chapter 7: Campaigns
- Chapter 8: Public Relations
- Chapter 9: Newspaper Advertising
- Chapter 10: Magazine Advertising
- Chapter 11: Radio Advertising
- Chapter 12: Television Advertising
- Chapter 13: Out-of-Home and Transit Advertising
- Chapter 14: Direct Marketing
- Chapter 15: Sales Promotion
- Chapter 16: Internet Marketing and Social Media
- Chapter 17: Mobile Media Marketing
- Chapter 18: Alternative Media Advertising
- Glossary
- Index
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Yes, you can access Integrated Marketing Communication by Robyn Blakeman in PDF and/or ePUB format, as well as other popular books in Business & Advertising. We have over 1.5 million books available in our catalogue for you to explore.