Integrated Marketing Communication (creative Strategy From Idea To Implementation)

By (author) Blakeman, Robyn
Description:

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.

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
Biographical note:

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.

Feature:

• IMC business development steps
• Creative considerations for campaigns
• Covers both traditional mediums and digital mediums
• 12 new case studies
• Content boxes comparing traditional mediums with new

Test banks

• Test banks
• Lecture notes and slides