Description
Book SynopsisNow 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.
Trade ReviewThis is a textbook written by an author with a lot of professional experience. Blakeman’s book explains many useful IMC concepts and practices in easy-to-understand language. This book also contains many practitioners’ insights into how to plan and execute a successful IMC campaign. -- Kenneth C. C. Yang, University of Texas at El Paso
The third edition of Integrated Marketing Communication is a big step forward in the literature on our discipline. Robyn Blakeman covers all communication categories, including social media, alternative media, digital media, public relations, sales promotion, direct marketing, and all forms of traditional media. The focus is on how to successfully use IMC to build your brand. The key, according to Blakeman, is relationship building with individual customers, one-by-one. The third edition of the text tells readers how this is done. Blakeman tells us when and why IMC works. And, just as importantly, she tells us when and why IMC fails. This is an important read for IMC practitioners and scholars alike. -- Archie Sader, West Virginia University
Blakeman explains IMC in ways that undergraduates can grasp and implement both in the classroom and in their career paths. While updating the foundational constructs, the third edition also provides a holistic perspective of both strengths and problems inherent in IMC and media. The chapters on social, mobile, and alternative media alone make the text worth considering, as do the case studies included in each chapter. True to the title, this text is an innovative encounter with IMC from idea to implementation for both student and faculty. -- Tim Chandler, Hardin-Simmons University
Table of 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
