Integrated Marketing Communication
Rowman & Littlefield (Verlag)
978-1-5381-0105-6 (ISBN)
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Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she 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.
Robyn Blakeman is associate professor of Advertising Design at the University of Tennessee, Knoxville. She is the author of several books, including Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, and The Brains Behind Great Ad Campaigns (co-authored 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.
1Integrated Marketing Communication
2IMC Marketing Plans
3Branding and Positioning
4Creative Briefs
5The Creative Process
6Copywriting
7Campaigns
8Public Relations
9Newspaper Advertising
10Magazine Advertising
11Radio Advertising
12Television Advertising
13 Out-of-Home and Transit Advertising
14Direct Marketing
15 Sales Promotion
16Internet Marketing and Social Media
17Mobile Media Marketing
18Alternative Media Advertising
Erscheinungsdatum | 21.02.2018 |
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Verlagsort | Lanham, MD |
Sprache | englisch |
Maße | 178 x 254 mm |
Gewicht | 567 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
ISBN-10 | 1-5381-0105-X / 153810105X |
ISBN-13 | 978-1-5381-0105-6 / 9781538101056 |
Zustand | Neuware |
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