Integrated Marketing Communication

Creative Strategy from Idea to Implementation

Häftad, Engelska, 2023

Av Robyn Blakeman

939 kr

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This comprehensive introduction to the creative processes and strategies for effective IMC covers marketing plans; branding/positioning; creative briefs; and copywriting, design, and other considerations for major media formats. The fourth edition includes new case studies and increased discussion of digital and social media opportunities.

Produktinformation

Utgivningsdatum2023-06-22
Mått180 x 249 x 24 mm
Vikt812 g
FormatHäftad
SpråkEngelska
Antal sidor392
Upplaga4
FörlagBloomsbury Publishing Plc
ISBN9781538176337

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Robyn Blakeman is associate professor of advertising design at the University of Tennessee, Knoxville. She is the author of several books, including Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, and The Brains Behind Great Ad Campaigns (co-authored 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