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Integrated Marketing Communication: Creative Strategy from Idea to Implementation

by Robyn Blakeman
Save 17% Save 17%
Current price ₹12,129.00
Original price ₹14,555.00
Original price ₹14,555.00
Original price ₹14,555.00
(-17%)
₹12,129.00
Current price ₹12,129.00

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Book cover type: Hardcover
  • ISBN13: 9781538176320
  • Binding: Hardcover
  • Subject: N/A
  • Publisher: Rowman & Littlefield Publishers
  • Publisher Imprint: Rowman & Littlefield Publishers
  • Publication Date:
  • Pages: 392
  • Original Price: GBP 95.0
  • Language: English
  • Edition: 4 ed
  • Item Weight: 899 grams
  • BISAC Subject(s): Advertising & Promotion

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.

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.

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