- ホーム
- > 洋書
- > 英文書
- > Business / Economics
Full 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.
Contents
PrefaceIntroduction1 Integrated Marketing CommunicationHere We Go AgainWhat Is Integrated Marketing Communication?Basic Reasons for the Growth of IMCWhy IMC FailsWhat Drives IMCCase Study 1: Toshiba America Consumer ProductsTying It All Together2 IMC Marketing PlansThe Role of the Marketing PlanWhere to Begin: ResearchWhat Does a Marketing Plan Do?Case Study 2: Blickman Inc.The Creative Strategy and the Marketing Plan3 Branding and PositioningDefining a Brand, Its Image, and Its WorthBrand Equity: What Is Brand Equity?Brands: What's in a Name?Case Study 3: DraculaBrand Awareness: Perception Is the Better Part of AdvertisingTweaking the Marketing Plan4 Creative BriefsThe Big Influence inside a Small DocumentWhat Makes Up a Creative Brief?Case Study 4: Apple Creates Geniuses5 The Creative ProcessThe Creative Brief Is the Inspiration behind a Good IdeaThe Soccer Game of Idea TeamworkIs the Idea on Target and on Strategy?Where Does a Good Idea Originate?The Creative ConceptElements That Make Up an Ad: What Goes Where?Type Is a Personality ThingPutting Ideas on Paper: The Stages of DesignVisuals, Options, and DecisionsColor's Representational Role6 CopywritingThe Components of CopyVisuals: Tying the Verbal to the VisualThe Logo as a SymbolVisual/Verbal PartsWriting beyond the Ad: Promotional DevicesCopy SheetsSelling the Client on the Creative Idea7 CampaignsThe IMC CampaignPlanning the CampaignCase Study 5: Ecco's CatwalkIsolating the Key Consumer BenefitDeveloping a Cohesive Visual/Verbal MessageThe Promotional MixTypes of CampaignsConcept ComponentsStand Up and Stand Out: It Pays to Be Different8 Public RelationsThe Strategic Use of Public Relations in IMCMarketing Public RelationsThe Diversity of the Public Relations VoiceCase Study 6: Dawn Dishes It OutHow Does Public Relations Help IMC Be Consumer Focused?Salvations and Deterrents of Public RelationsPutting Public Relations to WorkThe Strategy behind Public RelationsThe Many Documents That Make Up Public RelationsPublicity9 Newspaper AdvertisingThe Strategic Use of Newspaper in IMCWhat Is Newspaper Advertising?Case Study 7: Anheuser-BuschThe Diversity of the Newspaper VoiceHow Does Newspaper Advertising Help IMC Be Consumer Focused?Salvations and Deterrents of Newspaper AdvertisingThe Strategy behind Newspaper AdvertisingThe Look of Newspaper AdvertisingCo-op AdvertisingEvaluation10 Magazine AdvertisingThe Strategic Use of Magazines in IMCThe Diversity of the Magazine Advertising VoiceCase Study 8: Volkswagen's BlueMotion LabelHow Does Magazine Advertising Help IMC Be Consumer Focused?Salvations and Deterrents of Magazine AdvertisingThe Strategy behind Magazine AdvertisingWhat to Avoid and What to Include in Magazine AdvertisingThe Look of Magazine DesignCooperative Advertising and Magazines11 Radio AdvertisingThe Strategic Use of Radio Advertising in IMCCase Study 9: Coke BreakThe Diversity of the Radio Advertising VoiceHow Does Radio Advertising Help IMC Be Consumer Focused?Salvations and Deterrents of Radio AdvertisingThe Strategy behind Radio AdvertisingThe Sound of Radio DesignWhat to Consider When Designing for Radio12 Television AdvertisingThe Strategic Use of Television in IMCCase Study 10: AXN and Hilton HotelsThe Diversity of the Television Advertising VoiceHow Does Television Advertising Help IMC Be Consumer Focused?Salvations and Deterrents of Television AdvertisingThe Strategy behind Television AdvertisingThe Sight, Sound, and Motion of Television DesignHow to Deliver the Message13 Out-of-Home and Transit AdvertisingThe Strategic Use of Out-of-Home in IMCThe Diversity of the Out-of-Home VoiceCase Study 11: Chick-fil-AHow Does Out-of-Home Advertising Help IMC Be Consumer Focused?Salvations and Deterrents of Out-of-Home and Transit AdvertisingThe Strategy behind Out-of-Home and Transit AdvertisingThe Look of Out-of-Home and Transit Advertising14 Direct Marketing and Sales PromotionThe Strategic Use of Direct Marketing in IMCCase Study 12: Notre Dame Federal Credit UnionA Word about DatabasesThe Diversity of the Direct-Marketing VoiceThe Strategic Use of Sales Promotion in IMCThe Diversity of the Sales Promotion VoiceHow Do Direct Marketing and Sales Promotion Help IMC Be Consumer Focused?Salvations and Deterrents of Direct Marketing and Sales PromotionThe Strategy behind Direct Marketing and Sales PromotionThe Many Documents That Make Up a Direct-Mail KitThe Look of Sales PromotionBottom Line15 Internet Marketing and Social MediaThe Strategic Use of Internet Marketing in IMCThe Diversity of the Internet Marketing VoiceThe Strategic Use of Social Media in IMCCase Study 13: Activision BlizzardThe Diversity of the Social Media VoiceHow Do Internet Marketing and Social Media Help IMC Be Consumer Focused?Salvations and Deterrents of Internet Marketing and Social MediaThe Strategy behind Internet MarketingThe Design of Internet MarketingDesigning for a New MediumThe Strategy behind Social MediaBottom Line16 Mobile Media MarketingThe Strategic Use of Mobile Media in IMCThe Diversity of the Mobile Media Marketing VoiceCase Study 14: GrouponHow Does Mobile Media Marketing Help IMC Be Consumer Focused?Salvations and Deterrents of Mobile Media MarketingThe Strategy behind Mobile Media MarketingThe Look of Mobile Media MarketingDesigning for a New Digital Medium17 Alternative Media AdvertisingThe Strategic Use of Alternative Media in IMCThe Diversity of the Alternative Media VoiceCase Study 15: AllstateHow Does Alternative Media Advertising Help IMC Be Consumer Focused?Salvations and Deterrents of Alternative MediaThe Strategy behind Alternative Media AdvertisingThe Look of Alternative Media AdvertisingThe Choice to Use Alternative MediaGuerrilla Marketing Is All about the Innovative EncounterGlossaryBibliographyIndexAbout the Author
