Integrated Marketing Communication
Creative Strategy from Idea to Implementation
4th Edition
Published on 22. June 2023
392 pages
978-1-5381-7634-4 (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 studies
Increased discussion of digital and social media opportunities
Content boxes comparing new and traditional media
End of chapter discussion questions
Comprehensive glossary of terms
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 terms
More details
Edition
4th edition
Language
English
Place of publication
New York
United States
Publishing group
Bloomsbury Publishing Plc
Illustrations
12 b/w illustrations; 51 b/w photos; 64 textboxes
ISBN-13
978-1-5381-7634-4 (9781538176344)
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
Other editions
Additional editions
Book
07/2023
4th Edition
Rowman & Littlefield Publishers
€122.50
Shipment within 3-4 weeks
Previous edition
E-Book
02/2018
3rd Edition
Rowman & Littlefield Publishers
€62.99
Available for download
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
