Integrated marketing communication : creative strategy from idea to implementation / Robyn Blakeman.
Publisher: Lanham, Maryland ; London, England : Rowman & Littlefield, 2015Copyright date: ©2015Edition: Second editionDescription: 1 online resource (338 pages)Content type: text Media type: computer Carrier type: online resource001: 44958ISBN: 9781442221239 (e-book)Subject(s): Communication in marketingGenre/Form: Electronic books.Additional physical formats: Print version:: Integrated marketing communication : creative strategy from idea to implementation.DDC classification: 658.8/02 LOC classification: HF5415.123 | .B535 2015Online resources: Click to ViewItem type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
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eBooks | MAIN LIBRARY Electronic Books | ONLINE | 658.802 23 (Browse shelf(Opens below)) | 1 | Available | 44958-1001 |
Enhanced descriptions from Syndetics:
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.
First edition published 2007--T.p.verso.
Includes bibliographical references and index.
Description based on print version record.
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
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