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Integrated Marketing Communication
Creative Strategy from Idea to Implementation
Robyn Blakeman
Livre broché | Anglais
110,45 €
+ 220 points
Format
Description
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 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.
The fourth edition features
- Twelve new case studies
- Increased discussion of digital and social media opportunities
- Content boxes comparing new and traditional media
- End of chapter discussion questions
- Comprehensive glossary of terms
Student and instructor ancillaries available at http: //textbooks.rowman.com/blakeman4e.
Spécifications
Parties prenantes
- Auteur(s) :
- Editeur:
Contenu
- Nombre de pages :
- 392
- Langue:
- Anglais
Caractéristiques
- EAN:
- 9781538176337
- Date de parution :
- 22-06-23
- Format:
- Livre broché
- Format numérique:
- Trade paperback (VS)
- Dimensions :
- 178 mm x 254 mm
- Poids :
- 680 g
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