Description
Book SynopsisIntegrated marketing communication (IMC) focuses on communicators employing the correct message, being able to place it in the most appropriate media, and using the most advantageous communications approach. Advertising in today''s economy crosses communication boundaries as well as societal and cultural norms, making accurate targeting, media selection, and consistency of message more critical than ever before. Marketing and advertising are no longer separate entities-they are the results of all parts working as a cohesive whole. Integrated marketing communicates using one tone-of-voice or message that is successfully delivered through multiple media and disciplines. The Bare Bones Introduction to Integrated Marketing Communication is an in-depth yet concise discussion of the business and structure of integrated marketing communication. This brief, inexpensive text focuses exclusively on introductory issues concerning IMC as both a communication device and as a profession. Robyn Blak
Trade ReviewThis text would be beneficial in engaging students in their learning of IMC, while preparing them for other courses in their major and to gain insight into the often misunderstood world of advertising and IMC. -- Frauke Hachtmann, University of Nebraska-Lincoln
Table of ContentsPart 1 Understanding Integrated Marketing Communication Chapter 2 Advertising's Roots and the Evolution of Integrated Marketing Chapter 3 Where Do We Find the Answers: Research and Targets Chapter 4 The Making of an Image: Branding and Positioning Chapter 5 Marketing Plans and Creative Briefs: How Marketers and Creatives Work Chapter 6 Media Part 7 The Creative Process Chapter 8 Creative: Determining the Product's or Service's Visual/Verbal Tone of Voice Chapter 9 Digital Prepress: Putting the Pieces in Place Part 10 Media Use: How IMC Uses Diverse Media Vehicles to Speak to and Reach the Target Audience Chapter 11 Public Relations Chapter 12 Print Advertising: Newspapers Chapter 13 Print Advertising: Magazines Chapter 14 Out-of-Home Advertising Chapter 15 Broadcast Advertising: Radio Chapter 16 Broadcast Advertising: Television Chapter 17 Direct Marketing Chapter 18 Sales Promotion Chapter 19 The Internet Chapter 20 Alternative Media: Guerilla and Viral Marketing
