Integrated Marketing Communication: Creative Strategy from Idea to Implementation

Integrated Marketing Communication: Creative Strategy from Idea to Implementation

by Robyn Blakeman

Hardcover(Third Edition)

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Product Details

ISBN-13: 9781538101049
Publisher: Rowman & Littlefield Publishers, Inc.
Publication date: 02/01/2018
Edition description: Third Edition
Pages: 368
Product dimensions: 7.20(w) x 10.10(h) x 0.50(d)
Age Range: 18 Years

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.

Table of Contents

Introduction     vii
Integrated Marketing Communication     1
IMC Marketing Plans     25
Branding and Positioning     35
Creative Briefs     43
Left- and Right-Brain Selling Points     57
The Creative Process     67
Copywriting     89
Campaigns     105
Public Relations     125
Newspaper Advertising     145
Magazine Advertising     157
Radio Advertising     169
Television Advertising     183
Direct Marketing     205
Sales Promotion     221
Internet Marketing     237
Glossary     255
Bibliography     261
Index     263
About the Author     267

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