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Integrated marketing communication : creative strategy from idea to implementation / Robyn Blakeman.

By: Blakeman, Robyn, 1958-.
Material type: materialTypeLabelBookPublisher: Lanham : Rowman & Littlefield, 2015Edition: Second Edition.Description: xi, 325 pages.ISBN: 9781442221215 ; 9781442221222.Subject(s): Communication in marketingDDC classification: 658.8/02
Contents:
Preface -- Introduction -- Integrated marketing communication -- Imc marketing plans -- Branding and positioning -- Creative briefs -- The creative process -- Copywriting -- Campaigns -- Public relations -- Newspaper advertising -- Magazine advertising -- Radio advertising -- Television advertising -- Out-of-home and transit -- Direct marketing and sales promotion -- Internet marketing and social media -- Mobile media marketing -- Alternative media advertising -- Glossary -- Bibliography -- Index -- About the author.
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Books Books 658.8/02 (Browse shelf) Available 4546

Includes bibliographical references (pages 313-316) and index.

Preface -- Introduction -- Integrated marketing communication -- Imc marketing plans -- Branding and positioning -- Creative briefs -- The creative process -- Copywriting -- Campaigns -- Public relations -- Newspaper advertising -- Magazine advertising -- Radio advertising -- Television advertising -- Out-of-home and transit -- Direct marketing and sales promotion -- Internet marketing and social media -- Mobile media marketing -- Alternative media advertising -- Glossary -- Bibliography -- Index -- About the author.

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