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Integrated Marketing Communication: Creative Strategy from Idea to Implementation, Third Edition - Softcover

Robyn Blakeman

 
9781538101056: Integrated Marketing Communication: Creative Strategy from Idea to Implementation, Third Edition
Softcover
ISBN 10: 153810105X ISBN 13: 9781538101056
Publisher: Rowman & Littlefield Publishers, 2018

Synopsis

Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). 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.

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About the Author

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.

"About this title" may belong to another edition of this title.

Publisher
Rowman & Littlefield Publishers
Publication date
2018
Language
English
ISBN 10 
153810105X
ISBN 13 
9781538101056
Binding
Paperback
Edition number
3
Number of pages
368