Blakeman, Robyn, 1958-
Lanham : Rowman & Littlefield, 2015.
Added to CLICnet on 04/01/2016
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Notes:
- Includes bibliographical references (pages 313-316) and index.
- Preface — Introduction — Integrated marketing communication — Imc marketing plans — Branding and positioning — Creative briefs — The creative process — Copywriting — Campaigns — Public relations — Newspaper advertising — Magazine advertising — Radio advertising — Television advertising — Out-of-home and transit — Direct marketing and sales promotion — Internet marketing and social media — Mobile media marketing — Alternative media advertising — Glossary — Bibliography — Index — About the author.
- Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (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. — from back cover.
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Requested by Kurpiers, R.