Integrated Marketing Communication
Creative Strategy from Idea to Implementation
4th Edition
Published on 22. June 2023
Book
Paperback/Softback
392 pages
978-1-5381-7633-7 (ISBN)
Description
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 studiesIncreased discussion of digital and social media opportunitiesContent boxes comparing new and traditional mediaEnd of chapter discussion questionsComprehensive glossary of terms
Student and instructor ancillaries available at http://textbooks.rowman.com/blakeman4e.
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 studiesIncreased discussion of digital and social media opportunitiesContent boxes comparing new and traditional mediaEnd of chapter discussion questionsComprehensive glossary of terms
Student and instructor ancillaries available at http://textbooks.rowman.com/blakeman4e.
Reviews / Votes
This is a textbook written by an author with a lot of professional experience. Blakeman's book explains many useful IMC concepts and practices in easy-to-understand language. This book also contains many practitioners' insights into how to plan and execute a successful IMC campaign. -- Kenneth C. C. Yang, University of Texas at El Paso Blakeman tells us when and why IMC works. And, just as importantly, she tells us when and why IMC fails. This is an important read for IMC practitioners and scholars alike. -- Archie Sader, West Virginia UniversityMore details
Edition
4th edition
Language
English
Place of publication
United States
Publishing group
Bloomsbury Publishing Plc
Target group
College/higher education
US School Grade: From College Freshman to College Graduate Student
Illustrations
12 b/w illustrations; 51 b/w photos; 64 textboxes
Dimensions
Height: 254 mm
Width: 178 mm
Thickness: 21 mm
Weight
739 gr
ISBN-13
978-1-5381-7633-7 (9781538176337)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
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.
Content
1. Integrated Marketing Communication
?2. IMC Marketing Plans
?3. Branding and Positioning
?4. Creative Briefs
?5. The Creative Process
?6. Copywriting
?7. Campaigns
?8. Public Relations
?9. 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
?2. IMC Marketing Plans
?3. Branding and Positioning
?4. Creative Briefs
?5. The Creative Process
?6. Copywriting
?7. Campaigns
?8. Public Relations
?9. 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