Integrated Marketing Communication

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Sprache: Englisch

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Beschreibung

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 features
¿Twelve new case studies
¿Increased discussion of digital and social media opportunities
¿Content boxes comparing new and traditional media
¿End of chapter discussion questions
¿Comprehensive glossary of terms

Student and instructor ancillaries available at [...]

Über den Autor

Robyn Blakeman is a professor of advertising design at the University of Tennessee, Knoxville. She is the author of several books, including Advertising Design by Medium: A Visual and Verbal Approach, Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, The Bare Bones Introduction to Integrated Marketing Communication, The Bare Bones of Advertising Print Design, and The Brains Behind Great Ad Campaigns (coauthored 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.

Inhaltsverzeichnis

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

Details

Erscheinungsjahr:	2023
Fachbereich:	Werbung & Marketing
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
ISBN-13:	9781538176337
ISBN-10:	1538176335
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Blakeman, Robyn
Auflage:	Fourth Edition
Hersteller:	Rowman & Littlefield Publishers
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	254 x 178 x 21 mm
Von/Mit:	Robyn Blakeman
Erscheinungsdatum:	22.06.2023
Gewicht:	0,739 kg