Integrated Marketing Communication Creative Strategy from Idea to Implementation

ISBN-10: 0742529649

ISBN-13: 9780742529649

Edition: 2007

Authors: Robyn Blakeman
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Description: Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested approach that lays out creative processes and strategies for effective IMC. Blakeman covers key areas, from marketing plans, branding and positioning, and creative briefs to copywriting, design, and media format considerations. She also looks at visual and verbal tactics and business theory and practices in relation to the creative message. IMC trends require students to become well-rounded professionals, understanding not only advertising but also marketing, public relations, sales promotion, and direct marketing.

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Book details

List price: $55.00
Copyright year: 2007
Publisher: Rowman & Littlefield Publishers, Incorporated
Publication date: 4/16/2007
Binding: Paperback
Pages: 280
Size: 7.25" wide x 9.00" long x 0.75" tall
Weight: 1.320
Language: English

Introduction
Integrated Marketing Communication
IMC Marketing Plans
Branding and Positioning
Creative Briefs
Left- and Right-Brain Selling Points
The Creative Process
Copywriting
Campaigns
Public Relations
Newspaper Advertising
Magazine Advertising
Radio Advertising
Television Advertising
Direct Marketing
Sales Promotion
Internet Marketing
Glossary
Bibliography
Index
About the Author
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