INTEGRATED MARKETING COMMUNICATION by Robyn Blakeman ( 9781442221222 )

Item Details

Title:

INTEGRATED MARKETING COMMUNICATION
CREATIVE STRATEGY FROM IDEA TO IMPLEMENTATION

By:

Format:

Paperback

List price:	£37.95
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ISBN 10:

1442221224

ISBN 13:

9781442221222

Publisher:

ROWMAN & LITTLEFIELD

Pub. date:

10 July, 2014

Edition:

Second Edition

Pages:

338

Description:

New second edition: A classroom-tested, step-by-step approach to effective IMC, covering creative processes and strategies as well as changes in traditional advertising and marketing principles.

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.

Illustrations:

8 Halftones, black and white; 20 Illustrations, black and white

Publication:

Imprint:

Rowman & Littlefield Publishers

Returns:

Returnable

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