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Rowman & Littlefield Publishers Integrated Marketing Communication: Creative Strategy from Idea to Implementation

Name: Integrated Marketing Communication: Creative Strategy from Idea to Implementation
Brand: Rowman & Littlefield Publishers
Price: 45.0 GBP
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Description

Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, the book 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. The fourth edition features Twelve new case studies Increased discussion of digital and social media opportunities Content boxes comparing new and traditional media End of chapter discussion questions Comprehensive glossary of terms

Product Specifications

Brand: Rowman & Littlefield Publishers
Format: Paperback
ASIN: 1538176335
Category: Books > Subjects > Business, Finance & Law > Management > Management Skills > Creativity
Domain: Amazon UK
Release Date: 22 June 2023
Listed Since: 07 March 2023

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Rowman & Littlefield Publishers Integrated Marketing Communication: Creative Strategy from Idea to Implementation

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