Integrated Marketing Communication Creative Strategy from Idea to Implementation 3th edition by Robyn Blakeman 9781538101049 1538101041

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ISBN 10:1538101041
ISBN 13: 9781538101049
Author: Robyn Blakeman

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.

Integrated Marketing Communication Creative Strategy from Idea to Implementation 3th Table of contents:

 

Ch01. Integrated Marketing Communication

Ch02. IMC Marketing Plans

Ch03. Branding and Positioning

Ch04. Creative Briefs

Ch05. The Creative Process

Ch06. Copywriting

Ch07. Campaigns

Ch08. Public Relations

Ch09. Newspaper Advertising

Ch10. Magazine Advertising

Ch11. Radio Advertising

Ch12. Television Advertising

Ch13. Out-of-Homeand Transit Advertising

Ch14. Direct Marketing

Ch15. Sales Promotion

Ch16. Internet Marketing and Social Media

Ch17. Mobile Media Marketing

Ch18. Alternative Media Advertising

 

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