Integrated Marketing Communication - 4th Edition by Robyn Blakeman (Paperback)
About this item
Highlights
- With new case studies and increased discussion of digital and social media, this text offers an up-to-date introduction to IMC elements including marketing plans, branding/positioning, creative briefs, copywriting, and design for each major media.
- About the Author: Robyn Blakeman is a professor of advertising design at the University of Tennessee, Knoxville.
- 392 Pages
- Business + Money Management, Advertising & Promotion
Description
About the Book
With new case studies and increased discussion of digital and social media, this text offers an up-to-date introduction to IMC elements including marketing plans, branding/positioning, creative briefs, copywriting, and design for each major media. Discussion questions, a gloss...Book Synopsis
With new case studies and increased discussion of digital and social media, this text offers an up-to-date introduction to IMC elements including marketing plans, branding/positioning, creative briefs, copywriting, and design for each major media. Discussion questions, a glossary, and online student and instructor ancillaries supplement learning.
Review Quotes
Blakeman tells us when and why IMC works. And, just as importantly, she tells us when and why IMC fails. This is an important read for IMC practitioners and scholars alike.
This is a textbook written by an author with a lot of professional experience. Blakeman's book explains many useful IMC concepts and practices in easy-to-understand language. This book also contains many practitioners' insights into how to plan and execute a successful IMC campaign.
About the Author
Robyn Blakeman is a professor of advertising design at the University of Tennessee, Knoxville. She is the author of several books, including Advertising Design by Medium: A Visual and Verbal Approach, Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, The Bare Bones Introduction to Integrated Marketing Communication, The Bare Bones of Advertising Print Design, and The Brains Behind Great Ad Campaigns (coauthored 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.
