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A newer edition of this book is available. See the new edition's page at the following address: https://rowman.com/ISBN/9781442221222
Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested, step-by-step approach that lays out creative processes and strategies for effective IMC, as well as how traditional advertising and marketing principles are changing. Blakeman covers key areas, from marketing plans, branding and positioning, and creative briefs to copywriting, design, and considerations for each major media format. She also looks at visual and verbal tactics, along with the use of business theory and practices—and how these affect the development of the creative message.
IMC trends require students to become well-rounded professionals, understanding not only advertising but also marketing, public relations, sales promotion, and direct marketing. This student-friendly text walks students through these areas and helps them develop their skills in taking a creative idea and employing the correct message, placing it in the most appropriate media, and using the most effective communications approaches.
Chapter 1 Introduction Chapter 2 1 Integrated Marketing Communication Chapter 3 2 IMC Marketing Plans Chapter 4 3 Left- and Right-Brain Selling Points Chapter 5 4 Branding and Positioning Chapter 6 5 Creative Briefs and Copy Platforms Chapter 7 6 The Creative Process Chapter 8 7 Copywriting Chapter 9 8 Campaigns Chapter 10 9 Public Relations Chapter 11 10 Newspaper Advertising Chapter 12 11 Magazine Advertising Chapter 13 12 Radio Advertising Chapter 14 13 Television Advertising Chapter 15 14 Direct Marketing Chapter 16 15 Sales Promotion Chapter 17 16 Internet Marketing Chapter 18 Glossary