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Integrated Marketing Communication

Creative Strategy from Idea to Implementation

ISBN-13: 9781538176337
Publisher: ROWMAN & LITTLEFIELD PUBLISHERS
Imprint: ROWMAN & LITTLEFIELD PUBLISHERS
By Robyn Blakeman
Price: AUD $116.00
Stock: 0 in stock
Availability: Book will be despatched upon release.
Local release date: 22/06/2023
Format: Paperback (254.00mm X 178.00mm) 408 pages Weight: 0g
Categories: Communication studies [GTC]Sales & marketing [KJS]Advertising [KJSA]

Description
Author Biography
Table of Contents
Google Preview: 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.; Robyn Blakeman is associate professor of advertising design at the University of Tennessee, Knoxville. She is the author of several books, including Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, and The Brains Behind Great Ad Campaigns (co-authored with Margo Berman). She was responsible for designing and developing the first online integrated marketing communication graduate certificate and online integrated marketing communication graduate program in the country.; 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; Google Preview content