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

Blakeman, Robyn

Softcover

ISBN 10: 0742529649 ISBN 13: 9780742529649

Publisher: Rowman & Littlefield Publishers, 2007

Synopsis

Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested, step-by-step approach that lays out creative processes and strategies for effective IMC, as well as how traditional advertising and marketing principles are changing. Blakeman covers key areas, from marketing plans, branding and positioning, and creative briefs to copywriting, design, and considerations for each major media format. She also looks at visual and verbal tactics, along with the use of business theory and practices—and how these affect the development of 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. This student-friendly text walks students through these areas and helps them develop their skills in taking a creative idea and employing the correct message, placing it in the most appropriate media, and using the most effective communications approaches.

About this title

About the Author

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

Edition details

• Publisher: Rowman & Littlefield Publishers
• Publication date: 2007
• Language: English
• ISBN 10: 0742529649
• ISBN 13: 9780742529649
• Binding: Paperback
• Number of pages: 280