Integrated Marketing Communication

Creative Strategy from Idea to Implementation

Nonfiction, Reference & Language, Language Arts, Communication, Computers, Internet, Electronic Commerce, Business & Finance, Marketing & Sales
Cover of the book Integrated Marketing Communication by Robyn Blakeman, Rowman & Littlefield Publishers
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Author: Robyn Blakeman ISBN: 9781538101063
Publisher: Rowman & Littlefield Publishers Publication: February 1, 2018
Imprint: Rowman & Littlefield Publishers Language: English
Author: Robyn Blakeman
ISBN: 9781538101063
Publisher: Rowman & Littlefield Publishers
Publication: February 1, 2018
Imprint: Rowman & Littlefield Publishers
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

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