Integrated Marketing Communication: Creative Strategy from Idea to Implementation

by Robyn Blakeman

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Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. 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,...

Format:Paperback

Language:English

ISBN:1442221224

ISBN13:9781442221222

Release Date:July 2014

Publisher:Rowman & Littlefield Publishers

Length:325 Pages

Weight:1.65 lbs.

Dimensions:0.8" x 7.0" x 10.1"

Related Subjects

Accounting Accounting & Finance Advertising Business Business & Finance Business & Investing Business Communication Communications Economics Language Arts

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Integrated Marketing Communication: Creative Strategy from Idea to Implementation

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