Integrated Marketing Communication: Creative Strategy from Idea to Implementation / Edition 3

by Robyn Blakeman

Overview

Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested, step-by-step approach that lays out creative processes and strategies for effective integrated marketing communication (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 user-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.

About the Author:
Robyn Blakeman is assistant professor in the School of Advertising and Public Relations at the University of Tennessee

Product Details

ISBN-13:	9781538101056
Publisher:	Rowman & Littlefield Publishers, Inc.
Publication date:	02/01/2018
Edition description:	Third Edition
Pages:	368
Product dimensions:	7.00(w) x 10.00(h) x 0.60(d)
Age Range:	18 Years

About the Author

Robyn Blakeman is a professor of advertising design at the University of Tennessee, Knoxville. She is the author of several books, including Advertising Design by Medium: A Visual and Verbal Approach, Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, The Bare Bones Introduction to Integrated Marketing Communication, The Bare Bones of Advertising Print Design, and The Brains Behind Great Ad Campaigns (coauthored 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

Editorial Reviews

Blakeman explains IMC in ways that undergraduates can grasp and implement both in the classroom and in their career paths. While updating the foundational constructs, the third edition also provides a holistic perspective of both strengths and problems inherent in IMC and media. The chapters on social, mobile, and alternative media alone make the text worth considering, as do the case studies included in each chapter. True to the title, this text is an innovative encounter with IMC from idea to implementation for both student and faculty.

Tim Chandler

This is a textbook written by an author with a lot of professional experience. Blakeman’s book explains many useful IMC concepts and practices in easy-to-understand language. This book also contains many practitioners’ insights into how to plan and execute a successful IMC campaign.

Kenneth C. C. Yang

Blakeman tells us when and why IMC works. And, just as importantly, she tells us when and why IMC fails. This is an important read for IMC practitioners and scholars alike.

Archie Sader

Blakeman tells us when and why IMC works. And, just as importantly, she tells us when and why IMC fails. This is an important read for IMC practitioners and scholars alike.

This is a textbook written by an author with a lot of professional experience. Blakeman's book explains many useful IMC concepts and practices in easy-to-understand language. This book also contains many practitioners' insights into how to plan and execute a successful IMC campaign.

From the Publisher

Praise for the Previous Edition:
Clearly and explicitly spells out the essential guiding principles of integrated communications and demonstrates the next step—how to put those principles into action.It takes the leap from the ‘marketing’ in IMC to execution, and therein lies the book’s uniqueness.

Karen Mallia

An obvious choice for faculty who teach campaign strategy, the second edition of Integrated Marketing Communication bridges the gap between the marketing, advertising, and public relations disciplines and lays a foundation for creating integrated messages that are on-strategy and on-target. Blakeman’s thorough examination of creative concepts all the way to consumer engagement makes this a text that builds both the critical thinking and the technical/professional skills students need to be dynamic, adaptable communication experts in an increasingly competitive and rapidly evolving industry.

Patricia Mark