Integrated Marketing Communication - Creative Strategy From Idea to Implementation

Integrated Marketing Communication offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. One of the most hands-on texts on the market, this new and fully updated third edition covers key skills and details important developments in traditional advertising and marketing principles.

List of contents

�Integrated Marketing Communication
�IMC Marketing Plans
�Branding and Positioning
�Creative Briefs
�The Creative Process
�Copywriting
�Campaigns
�Public Relations
�Newspaper Advertising
10 Magazine Advertising
11 Radio Advertising
12 Television Advertising
13 Out-of-Home and Transit Advertising
14 Direct Marketing
15 Sales Promotion
16 Internet Marketing and Social Media
17 Mobile Media Marketing
18 Alternative Media Advertising

About the author

By Robyn Blakeman

Summary

Integrated Marketing Communication offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. One of the most hands-on texts on the market, this new and fully updated third edition covers key skills and details important developments in traditional advertising and marketing principles.

Product details

• Authors: Robyn Blakeman
• Publisher: Rowman and Littlefield
• Languages: English
• Product format: Hardback
• Released: 28.02.2018
• EAN: 9781538101049
• ISBN: 978-1-5381-0104-9
• No. of pages: 368
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Media Studies, BUSINESS & ECONOMICS / Marketing / General, SOCIAL SCIENCE / Media Studies, LANGUAGE ARTS & DISCIPLINES / Communication Studies, Business communication & presentation, E-commerce: business aspects, Communication Studies, Sales & marketing, Sales and marketing, Business communication and presentation, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing, Online marketing / Social media marketing