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Integrated Marketing Communication: Creative Strategy from Idea to Implementation - Softcover

Blakeman, Robyn

  • 3.62 out of 5 stars
    34 ratings by Goodreads
 
9780742529649: Integrated Marketing Communication: Creative Strategy from Idea to Implementation
Softcover
ISBN 10: 0742529649 ISBN 13: 9780742529649
Publisher: Rowman & Littlefield Publishers, 2007

Synopsis

Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested approach that lays out creative processes and strategies for effective IMC. Blakeman covers key areas, from marketing plans, branding and positioning, and creative briefs to copywriting, design, and media format considerations. She also looks at visual and verbal tactics and business theory and practices in relation to the creative message. IMC trends require students to become well-rounded professionals, understanding not only advertising but also marketing, public relations, sales promotion, and direct marketing.

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About the Author

Robyn Blakeman is assistant professor in the School of Advertising and Public Relations at the University of Tennessee and the author ofThe Bare Bones of Advertising Print Design.

"About this title" may belong to another edition of this title.

Publisher
Rowman & Littlefield Publishers
Publication date
2007
Language
English
ISBN 10 
0742529649
ISBN 13 
9780742529649
Binding
Paperback
Number of pages
267
Rating
  • 3.62 out of 5 stars
    34 ratings by Goodreads