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.

Robyn Blakeman is a professor of advertising design at the University of Tennessee, Knoxville. She is the author of several books, including Advertising Design by Medium: A Visual and Verbal Approach, Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, The Bare Bones Introduction to Integrated Marketing Communication, The Bare Bones of Advertising Print Design, and The Brains Behind Great Ad Campaigns (coauthored 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.

SKU	Unavailable
ISBN 13	9781538176337
ISBN 10	1538176335
Title	Integrated Marketing Communication
Author	Robyn Blakeman
Condition	Unavailable
Binding Type	Paperback
Publisher	Rowman & Littlefield
Year published	2023-06-22
Number of pages	392
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.