Integrated Marketing Communication: Creative Strategy from Idea to Implementation

Integrated Marketing Communication: Creative Strategy from Idea to Implementation
ISBN-10
1538101068
ISBN-13
9781538101063
Series
Integrated Marketing Communication
Category
Business & Economics
Pages
368
Language
English
Published
2018-02-01
Publisher
Rowman & Littlefield
Author
Robyn Blakeman

Description

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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