Integrated Marketing Communication: Creative Strategy from

Integrated Marketing Communication: Creative Strategy from Idea to Implementation

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 studentsâ€™ skills in developing a creative idea, employing the correct message, and placing it appropriatelyâ€”and will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.

Country	USA
Author	Robyn Blakeman
Binding	Kindle Edition
Edition	2
EISBN	9781442221239
Format	Kindle eBook
Label	Rowman & Littlefield Publishers
Manufacturer	Rowman & Littlefield Publishers
NumberOfPages	342
PublicationDate	2014-07-10
Publisher	Rowman & Littlefield Publishers
ReleaseDate	2014-07-10
Studio	Rowman & Littlefield Publishers

Integrated Marketing Communication: Creative Strategy from Idea to Implementation