Integrated Marketing Communication Creative Strategy from Idea to Implementation 2nd edition by Robyn Blakeman ISBN 1442221216 978-1442221215

 

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Product details:

ISBN 10: 1442221216
ISBN 13: 978-1442221215
Author: Robyn Blakeman

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.

Integrated Marketing Communication Creative Strategy from Idea to Implementation 2nd Table of contents:

Chapter1 : Introduction

Chapter 2: Content

Chapter 3: Conclusion 

Chapter 4: Appendices

Chapter 5: Glossary

Chapter 6: References 

Chapter 7: Index

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Tags: Robyn Blakeman, Integrated Marketing, Communication Creative