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Informationen zum Autor By Robyn Blakeman Klappentext Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, the book 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.The fourth edition features ¿Twelve new case studies¿Increased discussion of digital and social media opportunities¿Content boxes comparing new and traditional media¿End of chapter discussion questions¿Comprehensive glossary of termsStudent and instructor ancillaries available at http://textbooks.rowman.com/blakeman4e. Inhaltsverzeichnis 1. 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
