Home » Integrated Marketing Communication
Product Image

Integrated Marketing Communication

Robyn Blakeman
€107.99
Quantity:
In stock with our UK publisher. 14-28 days
Delivery/Collection within 10-20 working days
14 days return policy Shipping & Delivery
A01=Robyn Blakeman
ad design
advertising
Author_Robyn Blakeman
branding
campaigns
Category=GTC
Category=KJS
Category=KJSA
copywriting
digital media
digital sales
direct marketing
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
marketing
native ads
print media
promotion
public relations
publicity
radio
smart phone advertising
social media
storytelling
television

Product details

  • ISBN 9781538176320
  • Weight: 1048g
  • Dimensions: 184 x 262mm
  • Publication Date: 18 Jul 2023
  • Publisher: Bloomsbury Publishing Plc
  • Publication City/Country: US
  • Product Form: Hardback
Secure checkout Fast Shipping Easy returns
Description

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.
About Robyn Blakeman
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.

More from this author