INTEGRATED MARKETING COMMUNICATION 2ED: Creative Strategy from Idea to Implementation - Softcover

Blakeman, Robyn

 
9781442221222: INTEGRATED MARKETING COMMUNICATION 2ED: Creative Strategy from Idea to Implementation
Softcover
ISBN 10: 1442221224 ISBN 13: 9781442221222
Publisher: Rowman & Littlefield Publishers, 2014

Synopsis

Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she 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. Several new chapters address the latest additions to the mix: Internet, social, mobile, and alternative media, plus guerrilla marketing. The text builds students’ skills in developing a creative idea, employing the correct message, and placing it appropriately―and will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.

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About the Author

Robyn Blakeman is associate professor of Advertising Design at the University of Tennessee, Knoxville. Her many publications include 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.

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Publisher
Rowman & Littlefield Publishers
Publication date
2014
Language
English
ISBN 10 
1442221224
ISBN 13 
9781442221222
Binding
Paperback
Edition number
2
Number of pages
340

Other Popular Editions of the Same Title

9781442221215: Integrated Marketing Communication: Creative Strategy from Idea to Implementation

Featured Edition

ISBN 10:  1442221216 ISBN 13:  9781442221215
Publisher: Rowman & Littlefield, 2014
Hardcover