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Cover: 9781538101056 | Integrated Marketing Communication | Robyn Blakeman | Taschenbuch
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Integrated Marketing Communication
Creative Strategy from Idea to Implementation, Third Edition
Taschenbuch von Robyn Blakeman
Sprache: Englisch

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Beschreibung
Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.
Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.
Über den Autor
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.
Inhaltsverzeichnis
¿1 Integrated Marketing Communication
¿2 IMC Marketing Plans
¿3 Branding and Positioning
¿4 Creative Briefs
¿5 The Creative Process
¿6 Copywriting
¿7 Campaigns
¿8 Public Relations
¿9 Newspaper Advertising
10 Magazine Advertising
11 Radio Advertising
12 Television Advertising
13 Out-of-Home and Transit Advertising
14 Direct Marketing
15 Sales Promotion
16 Internet Marketing and Social Media
17 Mobile Media Marketing
18 Alternative Media Advertising
Details
Erscheinungsjahr: 2018
Fachbereich: Management
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
ISBN-13: 9781538101056
ISBN-10: 153810105X
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Blakeman, Robyn
Auflage: Third Edition
Hersteller: RLPG/Galleys
Verantwortliche Person für die EU: Books on Demand GmbH, In de Tarpen 42, D-22848 Norderstedt, info@bod.de
Maße: 254 x 178 x 20 mm
Von/Mit: Robyn Blakeman
Erscheinungsdatum: 01.02.2018
Gewicht: 0,692 kg
Artikel-ID: 110045167
Über den Autor
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.
Inhaltsverzeichnis
¿1 Integrated Marketing Communication
¿2 IMC Marketing Plans
¿3 Branding and Positioning
¿4 Creative Briefs
¿5 The Creative Process
¿6 Copywriting
¿7 Campaigns
¿8 Public Relations
¿9 Newspaper Advertising
10 Magazine Advertising
11 Radio Advertising
12 Television Advertising
13 Out-of-Home and Transit Advertising
14 Direct Marketing
15 Sales Promotion
16 Internet Marketing and Social Media
17 Mobile Media Marketing
18 Alternative Media Advertising
Details
Erscheinungsjahr: 2018
Fachbereich: Management
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Taschenbuch
ISBN-13: 9781538101056
ISBN-10: 153810105X
Sprache: Englisch
Ausstattung / Beilage: Paperback
Einband: Kartoniert / Broschiert
Autor: Blakeman, Robyn
Auflage: Third Edition
Hersteller: RLPG/Galleys
Verantwortliche Person für die EU: Books on Demand GmbH, In de Tarpen 42, D-22848 Norderstedt, info@bod.de
Maße: 254 x 178 x 20 mm
Von/Mit: Robyn Blakeman
Erscheinungsdatum: 01.02.2018
Gewicht: 0,692 kg
Artikel-ID: 110045167
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