- Inbunden (Hardback)
- Antal sidor
- Rowman & Littlefield Publishers
- black & white illustrations
- 228 x 152 x 25 mm
- Antal komponenter
- HC gerader Rücken kaschiert
- 625 g
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The Bare Bones Introduction to Integrated Marketing Communication
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Fler böcker av Robyn Blakeman
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This text would be beneficial in engaging students in their learning of IMC, while preparing them for other courses in their major and to gain insight into the often misunderstood world of advertising and IMC. -- Frauke Hachtmann, University of Nebraska-Lincoln
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Robyn Blakeman is professor of advertising design at the University of Tennessee in Knoxville. She is the author of The Bare Bones of Advertising Print Design (2004) and Integrated Marketing Communication: Creative Strategy from Idea to Implementation (2007).
Part 1 Understanding Integrated Marketing Communication Chapter 2 Advertising's Roots and the Evolution of Integrated Marketing Chapter 3 Where Do We Find the Answers: Research and Targets Chapter 4 The Making of an Image: Branding and Positioning Chapter 5 Marketing Plans and Creative Briefs: How Marketers and Creatives Work Chapter 6 Media Part 7 The Creative Process Chapter 8 Creative: Determining the Product's or Service's Visual/Verbal Tone of Voice Chapter 9 Digital Prepress: Putting the Pieces in Place Part 10 Media Use: How IMC Uses Diverse Media Vehicles to Speak to and Reach the Target Audience Chapter 11 Public Relations Chapter 12 Print Advertising: Newspapers Chapter 13 Print Advertising: Magazines Chapter 14 Out-of-Home Advertising Chapter 15 Broadcast Advertising: Radio Chapter 16 Broadcast Advertising: Television Chapter 17 Direct Marketing Chapter 18 Sales Promotion Chapter 19 The Internet Chapter 20 Alternative Media: Guerilla and Viral Marketing