Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. 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. Several new chapters address the latest additions to the mix: Internet, social, mobile, and alternative media, plus guerrilla marketing. The text builds students’ skills in developing a creative idea, employing the correct message, and placing it appropriately—and will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.
Integrated Marketing Communication (IMC) is a holistic approach to the areas of advertising, public relations, branding, promotions, event and experiential marketing, and related fields of strategic communication.
Based on the author's work experience in IMC and related fields, the publication focuses on the most durable principles of IMC, stressing best industry practices.
... empowers us to better align our talent and resources, break down geographic barriers and focus on global growth of P&G's brands', explains Arthur Selkowitz, chairman and chief executive officer of D'Arcy Masius, Benton & Bowles.
An essential book for today's marketer now that integrated marketing communications form a critical success factor in building strong brands and strong companies This new edition is still the only textbook on the market to deal with all ...
This is both an essential text and an indispensible reference resource and has been rigorously developed for undergraduates and postgraduates in Marketing and Business, and for the new CIM Certificate and Diploma exams in Business ...
Co-written by the internationally acclaimed leading experts in the field, Philip Kitchen & Marwa Tourky, this core text explores the best ways to communicate effectively both in the present and in the future.
So, while retail image advertising has a direct effect on building brand attitude for a store, advertisements for the ... If you were to see advertising for a new women's clothing store and it was featuring expensive designer labels in ...
Tells why mass marketing no longer works--and shows how integrated communications programs can respond to each customer.
Advertising is still the best choice for building brand awareness and developing brand image . ... Products can be purchased online , and targets can seek out additional information interactively through chat rooms with other product ...
This edition has been thoroughly revised and each chapter includes: case studies of significant and award-winning campaigns from both Australian and international brands that illustrate the application of explored concepts; discussion and ...