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Integrated Marketing Communication: Creative Strategy from Idea to Implementation
Barnes and Noble
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Integrated Marketing Communication: Creative Strategy from Idea to Implementation
Current price: $120.00
Barnes and Noble
Integrated Marketing Communication: Creative Strategy from Idea to Implementation
Current price: $120.00
Loading Inventory...
Size: Hardcover
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Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format.
Throughout, the book 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.
The fourth edition features
Twelve new case studies
Increased discussion of digital and social media opportunities
Content boxes comparing new and traditional media
End of chapter discussion questions
Comprehensive glossary of terms
Student and instructor ancillaries available at http://textbooks.rowman.com/blakeman4e.
Throughout, the book 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.
The fourth edition features
Twelve new case studies
Increased discussion of digital and social media opportunities
Content boxes comparing new and traditional media
End of chapter discussion questions
Comprehensive glossary of terms
Student and instructor ancillaries available at http://textbooks.rowman.com/blakeman4e.
Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format.
Throughout, the book 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.
The fourth edition features
Twelve new case studies
Increased discussion of digital and social media opportunities
Content boxes comparing new and traditional media
End of chapter discussion questions
Comprehensive glossary of terms
Student and instructor ancillaries available at http://textbooks.rowman.com/blakeman4e.
Throughout, the book 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.
The fourth edition features
Twelve new case studies
Increased discussion of digital and social media opportunities
Content boxes comparing new and traditional media
End of chapter discussion questions
Comprehensive glossary of terms
Student and instructor ancillaries available at http://textbooks.rowman.com/blakeman4e.
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