Integrated Marketing Communication: Creative Strategy from Idea to Implementation

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

Title: Integrated Marketing Communication: Creative Strategy from Idea to Implementation
Author: Robyn Blakeman
ISBN10: 1538101041
ISBN13: 978-1538101049
Publisher: Rowman & Littlefield Publishers; Third edition (February 1, 2018)
Language: English
Subcategory: Marketing & Sales
Size PDF: 1703 kb
Size Fb2: 1443 kb
Rating: 3.6/5
Votes: 527
Pages: 368 pages
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Integrated Marketing Communication: Creative Strategy from Idea to Implementation by Robyn Blakeman


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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.