Integrated Marketing Communication: Creative Strategy from Idea to Implementation, 3rd Edition

Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). 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.

Table of Contents

Ch01. Integrated Marketing Communication
Ch02. IMC Marketing Plans
Ch03. Branding and Positioning
Ch04. Creative Briefs
Ch05. The Creative Process
Ch06. Copywriting
Ch07. Campaigns
Ch08. Public Relations
Ch09. Newspaper Advertising
Ch10. Magazine Advertising
Ch11. Radio Advertising
Ch12. Television Advertising
Ch13. Out-of-Homeand Transit Advertising
Ch14. Direct Marketing
Ch15. Sales Promotion
Ch16. Internet Marketing and Social Media
Ch17. Mobile Media Marketing
Ch18. Alternative Media Advertising