Robyn Blakeman

The Bare Bones Introduction to Integrated Marketing Communication

• Gebundenes 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: 240mm x 161mm x 21mm
• Gewicht: 634g
• ISBN-13: 9780742555402
• ISBN-10: 0742555402
• Artikelnr.: 23807058

Autorenporträt

By Robyn Blakeman

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