Integrated Marketing Communication
Creative Strategy from Idea to Implementation, Third Edition
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ISBN-13:
9781538101056
Veröffentl:
2018
Einband:
Paperback
Erscheinungsdatum:
01.02.2018
Seiten:
368
Autor:
Robyn Blakeman
Gewicht:
692 g
Format:
254x178x20 mm
Sprache:
Englisch
Beschreibung:
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.
¿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 Advertising10 Magazine Advertising11 Radio Advertising12 Television Advertising13 Out-of-Home and Transit Advertising14 Direct Marketing15 Sales Promotion16 Internet Marketing and Social Media17 Mobile Media Marketing18 Alternative Media Advertising
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