Integrated Marketing Communication (eBook)

Creative Strategy from Idea to Implementation

Robyn Blakeman (Autor)

eBook Download: EPUB

2018 | 3., Third Edition
368 Seiten
Rowman & Littlefield Publishers (Verlag)
978-1-5381-0106-3 (ISBN)

Infos

Integrated Marketing Communication offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. One of the most hands-on texts on the market, this new and fully updated third edition covers key skills and details important developments in traditional advertising and marketing principles.

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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.

Autor

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.

Inhalt

 2IMC Marketing Plans 4Creative Briefs 6Copywriting 8Public Relations10Magazine Advertising11Radio Advertising12Television Advertising13 Out-of-Home and Transit Advertising14Direct Marketing15 Sales Promotion 16Internet Marketing and Social Media17Mobile Media Marketing18Alternative Media Advertising

Produkt-Details

• Erscheint lt. Verlag: 1.2.2018
• Zusatzinfo: 99 Illustrations including: - 38 Black & White Illustrations; - 61 Text Boxes.
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Advertising • Branding • copywriting • creative briefs • Design • Direct Marketing • Guerrilla Marketing • marketing plans • Positioning • Public Relations • Sales Promotion
• ISBN-10: 1-5381-0106-8 / 1538101068
• ISBN-13: 978-1-5381-0106-3 / 9781538101063