ISBN-10:
0742555402
ISBN-13:
9780742555402
Pub. Date:
12/16/2008
Publisher:
Rowman & Littlefield Publishers, Inc.
The Bare Bones Introduction to Integrated Marketing Communication

The Bare Bones Introduction to Integrated Marketing Communication

by Robyn Blakeman

Hardcover

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Product Details

ISBN-13: 9780742555402
Publisher: Rowman & Littlefield Publishers, Inc.
Publication date: 12/16/2008
Pages: 312
Product dimensions: 6.00(w) x 9.10(h) x 0.90(d)

About the Author

Robyn Blakeman is professor of advertising design at the University of Tennessee in Knoxville. She is the author of The Bare Bones of Advertising Print Design (2004) and Integrated Marketing Communication: Creative Strategy from Idea to Implementation (2007).

Table of Contents

Part I Understanding Integrated Marketing Communication

1 The Roots of Advertising and the Evolution of Integrated Marketing Communication 3

2 Where Do We Find the Answers? Research and Targets 45

3 The Making of an Image: Branding and Positioning 61

4 Marketing Plans and Creative Briefs: How Marketers and Creatives Work 75

5 Media 91

Part II The Creative Process

6 Creative: Determining the Product's or Service's Visual/Verbal Tone of Voice 111

7 Digital Prepress: Putting the Pieces in Place 133

Part III Media Use: How IMC Uses Diverse Media Vehicles to Speak and Reach the Target Audience

8 Public Relations 153

9 Print Advertising: Newspapers 167

10 Print Advertising: Magazines 177

11 Out-of-Home Advertising 189

12 Broadcast Advertising: Radio 201

13 Broadcast Advertising: Television 213

14 Direct Marketing 229

15 Sales Promotion 243

16 The Internet 255

17 Alternative Media: Guerrilla and Viral Marketing 275

Glossary 291

Bibliography 299

Index 301

About the Author 305

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