The Bare Bones Introduction to Integrated Marketing Communication

by Blakeman, Robyn

• ISBN13: 9780742555402
• ISBN10: 0742555402
• Format: Hardcover
• Copyright: 2008-12-16
• Publisher: Rowman & Littlefield Publishers

Summary

Integrated marketing communication (IMC) focuses on communicators employing the correct message, being able to place it in the most appropriate media, and using the most advantageous communications approach. Advertising in today's economy crosses communication boundaries as well as societal and cultural norms, making accurate targeting, media selection, and consistency of message more critical than ever before. Marketing and advertising are no longer separate entities-they are the results of all parts working as a cohesive whole. Integrated marketing communicates using one tone-of-voice or message that is successfully delivered through multiple media and disciplines.

Author Biography

Robyn Blakeman is assistant professor of advertising design at the University of Tennessee in Knowille. She is the author of Integrated Marketing Communication: Creative Strategy from Idea to Implementation (2007) and The Bare Bones of Advertising Print Design (2004)

Table of Contents

Understanding Integrated Marketing Communication
The Roots of Advertising and the Evolution of Integrated Marketing Communication	p. 3
Where Do We Find the Answers? Research and Targets	p. 45
The Making of an Image: Branding and Positioning	p. 61
Marketing Plans and Creative Briefs: How Marketers and Creatives Work	p. 75
Media	p. 91
The Creative Process
Creative: Determining the Product's or Service's Visual/Verbal Tone of Voice	p. 111
Digital Prepress: Putting the Pieces in Place	p. 133
Media Use: How IMC Uses Diverse Media Vehicles to Speak and Reach the Target Audience
Public Relations	p. 153
Print Advertising: Newspapers	p. 167
Print Advertising: Magazines	p. 177
Out-of-Home Advertising	p. 189
Broadcast Advertising: Radio	p. 201
Broadcast Advertising: Television	p. 213
Direct Marketing	p. 229
Sales Promotion	p. 243
The Internet	p. 255
Alternative Media: Guerrilla and Viral Marketing	p. 275
Glossary	p. 291
Bibliography	p. 299
Index	p. 301
About the Author	p. 305
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