Integrated Marketing Communication: Creative Strategy from Idea to Implementation

by Robyn Blakeman

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.

Genres: Astrology, Nonfiction

368 pages, Hardcover

First published January 1, 1947

Reviews

[Rusty]

Nice book. Has useful information, but for me was a little hard to understand the meaning of the information contained in the book.

[Granny]

A good compendium of the craft of Astrology. Get a newer edition.