Integrated Marketing Communication : Creative Strategy from Idea to Implementation （3RD）

Blakeman, Robyn

Rowman & Littlefield（2018/02発売）

• 製本 Hardcover:ハードカバー版／ページ数 368 p.
• 言語 ENG
• 商品コード 9781538101049
• DDC分類 658.802

Full Description

Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). 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.

Contents

 1. Integrated Marketing Communication

 2. IMC Marketing Plans

 3. Branding and Positioning

 4. Creative Briefs

 5. The Creative Process

 6. Copywriting

 7. Campaigns

 8. Public Relations

 9. Newspaper Advertising

10. Magazine Advertising

11. Radio Advertising

12. Television Advertising

13. Out-of-Home and Transit Advertising

14. Direct Marketing

15. Sales Promotion

16. Internet Marketing and Social Media

17. Mobile Media Marketing

18. Alternative Media Advertising