Integrated Marketing Communication

Robyn Blakeman is a professor of advertising design at the University of Tennessee, Knoxville. She is the author of several books, including Advertising Design by Medium: A Visual and Verbal Approach, Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, The Bare Bones Introduction to Integrated Marketing Communication, The Bare Bones of Advertising Print Design, and The Brains Behind Great Ad Campaigns (coauthored 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.

• 1. Integrated Marketing Communication2. IMC Marketing Plans3. Branding and Positioning4. Creative Briefs5. The Creative Process6. Copywriting7. Campaigns8. Public Relations9. Newspaper Advertising10. Magazine Advertising11. Radio Advertising12. Television Advertising13. Out-of-Home and Transit Advertising14. Direct Marketing15. Sales Promotion16. Internet Marketing and Social Media17. Mobile Media Marketing18. Alternative Media Advertising

This is a textbook written by an author with a lot of professional experience. Blakeman’s book explains many useful IMC concepts and practices in easy-to-understand language. This book also contains many practitioners’ insights into how to plan and execute a successful IMC campaign.