Description

Book Synopsis

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.



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

Integrated Marketing Communication: Creative

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    A Hardback by Robyn Blakeman

    £82.80

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    RRP £92.00 – you save £9.20 (10%)

    Order before 4pm on Wednesday for delivery by Mon 23 Nov 2026.

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      Book details

      Publisher Rowman & Littlefield
      Published 18 July 2023
      ISBN-13 9781538176320
      978-1538176320
      ISBN-10 1538176327
      Also in:
      Advertising

      Description

      Book Synopsis

      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.



      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

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