Integrated Marketing Communication Creative Strategy from Idea to Implementation

Name: Integrated Marketing Communication Creative Strategy from Idea to Implementation
Price: 30.89 USD
Availability: InStock
ISBN: 9780742529649

ISBN-10: 0742529649

ISBN-13: 9780742529649

Edition: 2007

Authors: Robyn Blakeman

List price: $55.00

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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.

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: 1.232
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