Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). 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.
Robyn Blakeman is associate professor of Advertising Design at the University of Tennessee, Knoxville. She is the author of several books, including 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.
1 Integrated Marketing Communication 2 IMC Marketing Plans 3 Branding and Positioning 4 Creative Briefs 5 The Creative Process 6 Copywriting 7 Campaigns 8 Public Relations 9 Newspaper Advertising 10 Magazine Advertising 11 Radio Advertising 12 Television Advertising 13 Out-of-Home and Transit Advertising 14 Direct Marketing 15 Sales Promotion 16 Internet Marketing and Social Media 17 Mobile Media Marketing 18 Alternative Media Advertising