The Bare Bones Introduction to Integrated Marketing Communication by Robyn Blakeman

The Bare Bones Introduction to Integrated Marketing Communication by Robyn Blakeman

Integrated marketing communication (IMC) focuses on communicators employing the correct message, being able to place it in the most appropriate media, and using the most advantageous communications approach. Advertising in today's economy crosses communication boundaries as well as societal and cultural norms, making accurate targeting, media selection, and consistency of message more critical than ever before. Marketing and advertising are no longer separate entities-they are the results of all parts working as a cohesive whole. Integrated marketing communicates using one tone-of-voice or message that is successfully delivered through multiple media and disciplines. The Bare Bones Introduction to Integrated Marketing Communication is an in-depth yet concise discussion of the business and structure of integrated marketing communication. This brief, inexpensive text focuses exclusively on introductory issues concerning IMC as both a communication device and as a profession. Robyn Blakeman's step-by-step approach offers an extensive and exclusive look into how agencies work, the areas of specialization that make up IMC, how advertising affects our lives, and the diverse arsenal of media options that give IMC its visual/verbal voice. Both integrated marketing and varied media vehicles are dissected-one topic at a time-creating an invaluable reference tool that students, professors, and small business people alike will refer to time and again for information on the field of advertising/integrated marketing communication.

This text would be beneficial in engaging students in their learning of IMC, while preparing them for other courses in their major and to gain insight into the often misunderstood world of advertising and IMC-- Frauke Hachtmann, University of Nebraska-Lincoln

Robyn Blakeman is professor of advertising design at the University of Tennessee in Knoxville. She is the author of The Bare Bones of Advertising Print Design (2004) and Integrated Marketing Communication: Creative Strategy from Idea to Implementation (2007).

SKU	Nicht verfügbar
ISBN 13	9780742555419
ISBN 10	0742555410
Titel	The Bare Bones Introduction to Integrated Marketing Communication
Autor	Robyn Blakeman
Buchzustand	Nicht verfügbar
Bindungsart	Paperback
Verlag	Rowman & Littlefield
Erscheinungsjahr	2008-12-16
Seitenanzahl	312
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Hinweis	Nicht verfügbar