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, 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. Several new chapters address the latest additions to the mix: Internet, social, mobile, and alternative media, plus guerrilla marketing. The text builds students' skills in developing a creative idea, employing the correct message, and placing it appropriately-and will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.
Robyn Blakeman is associate professor of Advertising Design at the University of Tennessee, Knoxville. Her many publications include Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, and The Brains Behind Great Ad Campaigns (co-authored with Margo Berman.) She was responsible for designing and developing the first online integrated marketing communication graduate certificate and online integrated marketing communication graduate program in the country.
Preface Introduction 1 Integrated Marketing Communication Here We Go Again What Is Integrated Marketing Communication? Basic Reasons for the Growth of IMC Why IMC Fails What Drives IMC Case Study 1: Toshiba America Consumer Products Tying It All Together 2 IMC Marketing Plans The Role of the Marketing Plan Where to Begin: Research What Does a Marketing Plan Do? Case Study 2: Blickman Inc. The Creative Strategy and the Marketing Plan 3 Branding and Positioning Defining a Brand, Its Image, and Its Worth Brand Equity: What Is Brand Equity? Brands: What's in a Name? Case Study 3: Dracula Brand Awareness: Perception Is the Better Part of Advertising Tweaking the Marketing Plan 4 Creative Briefs The Big Influence inside a Small Document What Makes Up a Creative Brief? Case Study 4: Apple Creates Geniuses 5 The Creative Process The Creative Brief Is the Inspiration behind a Good Idea The Soccer Game of Idea Teamwork Is the Idea on Target and on Strategy? Where Does a Good Idea Originate? The Creative Concept Elements That Make Up an Ad: What Goes Where? Type Is a Personality Thing Putting Ideas on Paper: The Stages of Design Visuals, Options, and Decisions Color's Representational Role 6 Copywriting The Components of Copy Visuals: Tying the Verbal to the Visual The Logo as a Symbol Visual/Verbal Parts Writing beyond the Ad: Promotional Devices Copy Sheets Selling the Client on the Creative Idea 7 Campaigns The IMC Campaign Planning the Campaign Case Study 5: Ecco's Catwalk Isolating the Key Consumer Benefit Developing a Cohesive Visual/Verbal Message The Promotional Mix Types of Campaigns Concept Components Stand Up and Stand Out: It Pays to Be Different 8 Public Relations The Strategic Use of Public Relations in IMC Marketing Public Relations The Diversity of the Public Relations Voice Case Study 6: Dawn Dishes It Out How Does Public Relations Help IMC Be Consumer Focused? Salvations and Deterrents of Public Relations Putting Public Relations to Work The Strategy behind Public Relations The Many Documents That Make Up Public Relations Publicity 9 Newspaper Advertising The Strategic Use of Newspaper in IMC What Is Newspaper Advertising? Case Study 7: Anheuser-Busch The Diversity of the Newspaper Voice How Does Newspaper Advertising Help IMC Be Consumer Focused? Salvations and Deterrents of Newspaper Advertising The Strategy behind Newspaper Advertising The Look of Newspaper Advertising Co-op Advertising Evaluation 10 Magazine Advertising The Strategic Use of Magazines in IMC The Diversity of the Magazine Advertising Voice Case Study 8: Volkswagen's BlueMotion Label How Does Magazine Advertising Help IMC Be Consumer Focused? Salvations and Deterrents of Magazine Advertising The Strategy behind Magazine Advertising What to Avoid and What to Include in Magazine Advertising The Look of Magazine Design Cooperative Advertising and Magazines 11 Radio Advertising The Strategic Use of Radio Advertising in IMC Case Study 9: Coke Break The Diversity of the Radio Advertising Voice How Does Radio Advertising Help IMC Be Consumer Focused? Salvations and Deterrents of Radio Advertising The Strategy behind Radio Advertising The Sound of Radio Design What to Consider When Designing for Radio 12 Television Advertising The Strategic Use of Television in IMC Case Study 10: AXN and Hilton Hotels The Diversity of the Television Advertising Voice How Does Television Advertising Help IMC Be Consumer Focused? Salvations and Deterrents of Television Advertising The Strategy behind Television Advertising The Sight, Sound, and Motion of Television Design How to Deliver the Message 13 Out-of-Home and Transit Advertising The Strategic Use of Out-of-Home in IMC The Diversity of the Out-of-Home Voice Case Study 11: Chick-fil-A How Does Out-of-Home Advertising Help IMC Be Consumer Focused? Salvations and Deterrents of Out-of-Home and Transit Advertising The Strategy behind Out-of-Home and Transit Advertising The Look of Out-of-Home and Transit Advertising 14 Direct Marketing and Sales Promotion The Strategic Use of Direct Marketing in IMC Case Study 12: Notre Dame Federal Credit Union A Word about Databases The Diversity of the Direct-Marketing Voice The Strategic Use of Sales Promotion in IMC The Diversity of the Sales Promotion Voice How Do Direct Marketing and Sales Promotion Help IMC Be Consumer Focused? Salvations and Deterrents of Direct Marketing and Sales Promotion The Strategy behind Direct Marketing and Sales Promotion The Many Documents That Make Up a Direct-Mail Kit The Look of Sales Promotion Bottom Line 15 Internet Marketing and Social Media The Strategic Use of Internet Marketing in IMC The Diversity of the Internet Marketing Voice The Strategic Use of Social Media in IMC Case Study 13: Activision Blizzard The Diversity of the Social Media Voice How Do Internet Marketing and Social Media Help IMC Be Consumer Focused? Salvations and Deterrents of Internet Marketing and Social Media The Strategy behind Internet Marketing The Design of Internet Marketing Designing for a New Medium The Strategy behind Social Media Bottom Line 16 Mobile Media Marketing The Strategic Use of Mobile Media in IMC The Diversity of the Mobile Media Marketing Voice Case Study 14: Groupon How Does Mobile Media Marketing Help IMC Be Consumer Focused? Salvations and Deterrents of Mobile Media Marketing The Strategy behind Mobile Media Marketing The Look of Mobile Media Marketing Designing for a New Digital Medium 17 Alternative Media Advertising The Strategic Use of Alternative Media in IMC The Diversity of the Alternative Media Voice Case Study 15: Allstate How Does Alternative Media Advertising Help IMC Be Consumer Focused? Salvations and Deterrents of Alternative Media The Strategy behind Alternative Media Advertising The Look of Alternative Media Advertising The Choice to Use Alternative Media Guerrilla Marketing Is All about the Innovative Encounter Glossary Bibliography Index About the Author