Integrated Marketing Communication

Creative Strategy from Idea to Implementation

By:

Robyn Blakeman

Format:

Hardback

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Description

This comprehensive introduction to the creative processes and strategies for effective IMC covers marketing plans; branding/positioning; creative briefs; and copywriting, design, and other considerations for major media formats. The fourth edition includes new case studies and increased discussion of digital and social media opportunities.

Author Biography:

Robyn Blakeman is associate professor of advertising design at the University of Tennessee, Knoxville. She is the author of several books, including Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, and The Brains Behind Great Ad Campaigns (co-authored with Margo Berman). She was responsible for designing and developing the first online integrated marketing communication graduate certificate and online integrated marketing communication graduate program in the country.

Release date Australia

June 22nd, 2023

Author

Robyn Blakeman

Pages

392

Edition

Fourth edition

Audience

Tertiary Education (US: College)

Dimensions

184x262x31

ISBN-13

9781538176320

Product ID

36533698

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