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Integrated Marketing Communication Robyn Blakeman

Integrated Marketing Communication By Robyn Blakeman

Integrated Marketing Communication by Robyn Blakeman

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Integrated Marketing Communication Summary

Integrated Marketing Communication: Creative Strategy from Idea to Implementation by Robyn Blakeman

This comprehensive introduction to the creative processes and strategies for effective IMC covers marketing plans; branding/positioning; creative briefs; and copywriting, design, and other considerations for major media formats. The fourth edition includes new case studies and increased discussion of digital and social media opportunities.

About Robyn Blakeman

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.

Table of Contents

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

Additional information

NLS9781538176337
9781538176337
1538176335
Integrated Marketing Communication: Creative Strategy from Idea to Implementation by Robyn Blakeman
Robyn Blakeman
New
Paperback
Rowman & Littlefield
2023-07-15
392
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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