Robyn Blakeman

The Bare Bones Introduction to Integrated Marketing Communication

• Broschiertes Buch

Produktbeschreibung

This small, inexpensive text is an in-depth yet simply stated discussion on the business and structure of integrated marketing communication (IMC). The book focuses exclusively on introductory issues concerning integrated marketing communication as both a communication device and as a profession.

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Produktdetails

• Verlag: Rowman & Littlefield Publishers
• Seitenzahl: 312
• Erscheinungstermin: 16. Dezember 2008
• Englisch
• Abmessung: 229mm x 152mm x 17mm
• Gewicht: 455g
• ISBN-13: 9780742555419
• ISBN-10: 0742555410
• Artikelnr.: 23806952

Autorenporträt

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).

Inhaltsangabe

Part 1 Understanding Integrated Marketing Communication Chapter 2
Advertising's Roots and the Evolution of Integrated Marketing Chapter 3
Where Do We Find the Answers: Research and Targets Chapter 4 The Making of
an Image: Branding and Positioning Chapter 5 Marketing Plans and Creative
Briefs: How Marketers and Creatives Work Chapter 6 Media Part 7 The
Creative Process Chapter 8 Creative: Determining the Product's or Service's
Visual/Verbal Tone of Voice Chapter 9 Digital Prepress: Putting the Pieces
in Place Part 10 Media Use: How IMC Uses Diverse Media Vehicles to Speak to
and Reach the Target Audience Chapter 11 Public Relations Chapter 12 Print
Advertising: Newspapers Chapter 13 Print Advertising: Magazines Chapter 14
Out-of-Home Advertising Chapter 15 Broadcast Advertising: Radio Chapter 16
Broadcast Advertising: Television Chapter 17 Direct Marketing Chapter 18
Sales Promotion Chapter 19 The Internet Chapter 20 Alternative Media:
Guerilla and Viral Marketing