Integrated Marketing Communication: Creative Strategy from Idea to Implementation

by Blakeman, Robyn

• ISBN13: 9780742529649
• ISBN10: 0742529649
• Format: Paperback
• Copyright: 2007-03-30
• Publisher: Rowman & Littlefield Pub Inc

Summary

Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested approach that lays out creative processes and strategies for effective IMC. Blakeman covers key areas, from marketing plans, branding and positioning, and creative briefs to copywriting, design, and media format considerations. She also looks at visual and verbal tactics and business theory and practices in relation to the creative message. IMC trends require students to become well-rounded professionals, understanding not only advertising but also marketing, public relations, sales promotion, and direct marketing.

Author Biography

Robyn Blakeman is assistant professor in the School of Advertising and Public Relations at the University of Tennessee.

Table of Contents

Introduction	p. vii
Integrated Marketing Communication	p. 1
IMC Marketing Plans	p. 25
Branding and Positioning	p. 35
Creative Briefs	p. 43
Left- and Right-Brain Selling Points	p. 57
The Creative Process	p. 67
Copywriting	p. 89
Campaigns	p. 105
Public Relations	p. 125
Newspaper Advertising	p. 145
Magazine Advertising	p. 157
Radio Advertising	p. 169
Television Advertising	p. 183
Direct Marketing	p. 205
Sales Promotion	p. 221
Internet Marketing	p. 237
Glossary	p. 255
Bibliography	p. 261
Index	p. 263
About the Author	p. 267
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