Integrated Marketing Communication by Robyn Blakeman

Integrated Marketing Communication by Robyn Blakeman

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 studiesIncreased discussion of digital and social media opportunitiesContent boxes comparing new and traditional mediaEnd of chapter discussion questionsComprehensive glossary of terms Student and instructor ancillaries available at http://textbooks.rowman.com/blakeman4e.

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ISBN 13
Title	Integrated Marketing Communication
Author	Robyn Blakeman
Condition	Unavailable
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Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.