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Integrated Marketing Communication

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Marque : GENERIC
Vendu par KECHBOOK

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 majo...

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Description produit

Marque
GENERIC
Titre
Integrated Marketing Communication
Éditeur
Rowman & Littlefield
Type de produit
paperback
Présentation du livre
paperback
Date de sortie
6/22/2023 12:00:00 AM
Langue d'origine
English
ISBN
1538176335
Nombre de pages
392 pages
Langue
English
Résumé
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 studiesIncreased discussion of digital and social media opportunitiesContent boxes comparing new and traditional mediaEnd of chapter discussion questionsComprehensive glossary of termsStudent and instructor ancillaries available at h t t p://textbooks.rowman.com/blakeman4e. Read more
Auteur
Robyn Blakeman
Date de parution
6/22/2023 12:00:00 AM