Details

The Bare Bones Introduction to Integrated Marketing Communication

von: Robyn Blakeman
48,99 €
Verlag:	Rowman & Littlefield Publishers
Format:	EPUB
Veröffentl.:	16.12.2008
ISBN/EAN:	9780742571198
Sprache:	englisch
Anzahl Seiten:	312

In den Warenkorb

Als Gutschein

DRM-geschütztes eBook, Sie benötigen z.B. Adobe Digital Editions und eine Adobe ID zum Lesen.

Beschreibungen

Titelbeschreibung

Integrated marketing communication (IMC) focuses on communicators employing the correct message, being able to place it in the most appropriate media, and using the most advantageous communications approach. Advertising in today's economy crosses communication boundaries as well as societal and cultural norms, making accurate targeting, media selection, and consistency of message more critical than ever before. Marketing and advertising are no longer separate entities-they are the results of all parts working as a cohesive whole. Integrated marketing communicates using one tone-of-voice or message that is successfully delivered through multiple media and disciplines. The Bare Bones Introduction to Integrated Marketing Communication is an in-depth yet concise discussion of the business and structure of integrated marketing communication. This brief, inexpensive text focuses exclusively on introductory issues concerning IMC as both a communication device and as a profession. Robyn Blakeman's step-by-step approach offers an extensive and exclusive look into how agencies work, the areas of specialization that make up IMC, how advertising affects our lives, and the diverse arsenal of media options that give IMC its visual/verbal voice. Both integrated marketing and varied media vehicles are dissected-one topic at a time-creating an invaluable reference tool that students, professors, and small business people alike will refer to time and again for information on the field of advertising/integrated marketing communication.

Titelkurzbeschreibung

This small, inexpensive text is an in-depth yet simply stated discussion on the business and structure of integrated marketing communication (IMC). The book focuses exclusively on introductory issues concerning integrated marketing communication as both a communication device and as a profession.

Inhaltsverzeichnis

Chapter 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
 Chapter 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
 Chapter 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

Autorenportrait

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).