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Integrated Marketing Communication: Creative Strategy from Idea to Implementation, 4th Edition

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AuthorRobyn Blakeman
ISBN9781538176337
Published LanguageEnglish
Publication Year2023
PublisherRowman & Littlefield
BindingPaperback
Original Price£50.00
Pages392
Ships By7-8 days
SKU: RL-51 Categories: ,

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

Additional information

Author

ISBN

Published Language

Publication Year

Publisher

Binding

Original Price

Pages

392

Ships By

7-8 days