Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested approach that lays out creative processes and strategies for effective IMC. Blakeman covers key areas, from marketing plans, branding and positioning, and creative briefs to copywriting, design, and media format considerations. She also looks at visual and verbal tactics and business theory and practices in relation to the creative message. IMC trends require students to become well-rounded professionals, understanding not only advertising but also marketing, public relations, sales promotion, and direct marketing.
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Robyn Blakeman is assistant professor in the School of Advertising and Public Relations at the University of Tennessee and the author ofThe Bare Bones of Advertising Print Design.
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
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Da: 369 Bookstore _[~ 369 Pyramid Inc ~]_, Dover, DE, U.S.A.
Softcover. Condizione: Good. Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested, step-by-step approach that lays out creative processes and strategies for effective IMC, as well as how traditional advertising and marketing principles are changing. Blakeman covers key areas, from marketing plans, branding and positioning, and creative briefs to copywriting, design, and considerations for each major media format. She also looks at visual and verbal tactics, along with the use of business theory and practices?and how these affect the development of the creative message.IMC trends require students to become well-rounded professionals, understanding not only advertising but also marketing, public relations, sales promotion, and direct marketing. This student-friendly text walks students through these areas and helps them develop their skills in taking a creative idea and employing the correct message, placing it in the most appropriate media, and using the most effective communications approaches. Codice articolo AMPLE0742529649
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