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Informationen zum Autor Robyn Blakeman is a professor of advertising design at the University of Tennessee, Knoxville. She is the author of several books, including Advertising Design by Medium: A Visual and Verbal Approach, Strategic Uses of Alternative Media , Advertising Campaign Design , Nontraditional Media in Marketing and Advertising , The Bare Bones Introduction to Integrated Marketing Communication, The Bare Bones of Advertising Print Design, and The Brains Behind Great Ad Campaigns (coauthored with Margo Berman). She was responsible for designing and developing the first online integrated marketing communication graduate certificate and online integrated marketing communication graduate program in the country. Klappentext This small, inexpensive text is an in-depth yet simply stated discussion on the business and structure of integrated marketing communication (IMC). The book focuses exclusively on introductory issues concerning integrated marketing communication as both a communication device and as a profession. Zusammenfassung This small! inexpensive text is an in-depth yet simply stated discussion on the business and structure of integrated marketing communication (IMC). The book focuses exclusively on introductory issues concerning integrated marketing communication as both a communication device and as a profession. Inhaltsverzeichnis Part 1 Understanding Integrated Marketing Communication Chapter 2 Advertising's Roots and the Evolution of Integrated Marketing Chapter 3 Where Do We Find the Answers: Research and Targets Chapter 4 The Making of an Image: Branding and Positioning Chapter 5 Marketing Plans and Creative Briefs: How Marketers and Creatives Work Chapter 6 Media Part 7 The Creative Process Chapter 8 Creative: Determining the Product's or Service's Visual/Verbal Tone of Voice Chapter 9 Digital Prepress: Putting the Pieces in Place Part 10 Media Use: How IMC Uses Diverse Media Vehicles to Speak to and Reach the Target Audience Chapter 11 Public Relations Chapter 12 Print Advertising: Newspapers Chapter 13 Print Advertising: Magazines Chapter 14 Out-of-Home Advertising Chapter 15 Broadcast Advertising: Radio Chapter 16 Broadcast Advertising: Television Chapter 17 Direct Marketing Chapter 18 Sales Promotion Chapter 19 The Internet Chapter 20 Alternative Media: Guerilla and Viral Marketing ...
About the author
Robyn Blakeman is a professor of advertising design at the University of Tennessee, Knoxville. She is the author of several books, including Advertising Design by Medium: A Visual and Verbal Approach, Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, The Bare Bones Introduction to Integrated Marketing Communication, The Bare Bones of Advertising Print Design, and The Brains Behind Great Ad Campaigns (coauthored with Margo Berman). She was responsible for designing and developing the first online integrated marketing communication graduate certificate and online integrated marketing communication graduate program in the country.
