{"product_id":"integrated-marketing-communication-creative-strategy-from-idea-to-implementation-9781442221222","title":"Integrated Marketing Communication: Creative Strategy from Idea to Implementation","description":"\u003cp\u003eNow 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.\u003c\/p\u003e","brand":"My Store","offers":[{"title":"Default Title","offer_id":67924221296693,"sku":"ByrdShop_1442221224","price":57.68,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0627\/8139\/0901\/files\/9781442221222.jpg?v=1794130930","url":"https:\/\/atxbooks.com\/products\/integrated-marketing-communication-creative-strategy-from-idea-to-implementation-9781442221222","provider":"ATX Books","version":"1.0","type":"link"}