Integrated Marketing Communication: Creative Strategy from Idea to Implementation

About this book

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 appropriatelyand will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.