Integrated Marketing Communication: Creative Strategy from Idea to Implementation

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...