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Integrated Marketing Communication: Creative Strategy from Idea to Implementation
Paperback
AccountingMarketingGeneral Reference
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ISBN13: 9781538176337
Publisher: Rowman & Littlefield Publishers
Published: Jun 22 2023
Pages: 392
Weight: 1.50
Height: 0.81 Width: 7.00 Depth: 10.00
Language: English
Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format.
Throughout, the book 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. The fourth edition featuresStudent and instructor ancillaries available at http: //textbooks.rowman.com/blakeman4e.
1 different editions
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