|
|
Product Description
Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she 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. Several new chapters address the latest additions to the mix: Internet, social, mobile, and alternative media, plus guerrilla marketing. The text builds students’ skills in developing a creative idea, employing the correct message, and placing it appropriately—and will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.
Customers Who Bought This Item Also Bought
- Leadership: A Communication Perspective, Seventh Edition
- Corporate Communication: A Guide to Theory and Practice
- Persuasive Communication, Third Edition
- Strategic Public Relations Management (Routledge Communication Series)
- Inside The Organization: Perspectives On Employee Communications
- Ethics in Public Relations: Responsible Advocacy
- Influence: Science and Practice (5th Edition)
- The Public Relations Writer's Handbook: The Digital Age
- Social Media Communication
- Yours for the Asking: An Indispensable Guide to Fundraising and Management
*If this is not the "INTEGRATED MARKETING COMMUNICATION 2ED: Creative Strategy from Idea to Implementation" product you were looking for, you can check the other results by clicking this link
.
Details were last updated on Nov 21, 2024 03:05 +08.
