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Integrated Marketing Communication: Creative Strategy from Idea to Implementation - Tapa blanda

Blakeman, Robyn

 
9781442221222: Integrated Marketing Communication: Creative Strategy from Idea to Implementation
Tapa blanda
ISBN 10: 1442221224 ISBN 13: 9781442221222
Editorial: Rowman & Littlefield, 2014

Sinopsis

Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. 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. Several new chapters address the latest additions to the mix: Internet, social, mobile, and alternative media, plus guerrilla marketing. The text builds students’ skills in developing a creative idea, employing the correct message, and placing it appropriately—and will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.

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Acerca del autor

Robyn Blakeman is associate professor of Advertising Design at the University of Tennessee, Knoxville. Her many publications include 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.

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Editorial
Rowman & Littlefield
Año de publicación
2014
Idioma
Inglés
ISBN 10 
1442221224
ISBN 13 
9781442221222
Encuadernación
Tapa blanda
Número de edición
2
Número de páginas
325
Contacto del fabricante
no disponible
Persona responsable
no disponible