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Integrated marketing communication : creative strategy from idea to implementation

Author: Robyn Blakeman
Publisher: Lanham : Rowman & Littlefield, 2015.
Edition/Format:   Print book : English : Second editionView all editions and formats
Summary:
Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). It also details changes in traditional advertising and marketing principles. Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each  Read more...
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Document Type: Book
All Authors / Contributors: Robyn Blakeman
ISBN: 9781442221215 1442221216 9781442221222 1442221224
OCLC Number: 881592310
Description: xi, 325 pages ; 26 cm
Contents: Preface --
Introduction --
Integrated marketing communication --
Imc marketing plans --
Branding and positioning --
Creative briefs --
The creative process --
Copywriting --
Campaigns --
Public relations --
Newspaper advertising --
Magazine advertising --
Radio advertising --
Television advertising --
Out-of-home and transit --
Direct marketing and sales promotion --
Internet marketing and social media --
Mobile media marketing --
Alternative media advertising --
Glossary --
Bibliography --
Index --
About the author.
Responsibility: Robyn Blakeman.

Abstract:

New second edition: A classroom-tested, step-by-step approach to effective IMC, covering creative processes and strategies as well as changes in traditional advertising and marketing principles.  Read more...

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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 Read more...

 
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