Integrated Marketing Communication

Integrated Marketing Communication

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Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective 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 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. Several new chapters address the latest additions to the mix: Internet, social, mobile, and alternative media, plus guerrilla marketing. The text builds studentsa€™ skills in developing a creative idea, employing the correct message, and placing it appropriatelya€”and will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.Toshiba America Consumer Products, better known as just Toshiba to Americans , created and successfully used an IMC ... in a producta#39;s launch or growth, for instance, or comment on a corporate issue such as customer or technical services.

Title:Integrated Marketing Communication
Author:Robyn Blakeman
Publisher:Rowman & Littlefield - 2014-07-10


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