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

Integrated Marketing Communication: Creative Strategy from Idea to Implementation, Fourth Edition

Rowman & Littlefield Publishers
Price:
$81.25

Description

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 http: //textbooks.rowman.com/blakeman4e.

Author: Robyn Blakeman
Publisher: Rowman & Littlefield Publishers
Published: 06/22/2023
Pages: 392
Binding Type: Paperback
Weight: 1.50lbs
Size: 10.00h x 7.00w x 0.81d
ISBN13: 9781538176337
ISBN10: 1538176335
BISAC Categories:
- Business & Economics | Advertising & Promotion
- Business & Economics | Marketing | General
- Language Arts & Disciplines | Communication Studies

About the Author
Robyn Blakeman is associate professor of advertising design at the University of Tennessee, Knoxville. She is the author of several books, including Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, and The Brains Behind Great Ad Campaigns (co-authored 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.