Robyn Blakeman

The Bare Bones Introduction to Integrated Marketing Communication (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Bloomsbury eBooks US
• Seitenzahl: 312
• Erscheinungstermin: 16. Dezember 2008
• Englisch
• ISBN-13: 9780742571198
• Artikelnr.: 39081648

Autorenporträt

Robyn Blakeman is a professor of advertising design at the University of Tennessee, Knoxville. She is the author of several books, including Advertising Design by Medium: A Visual and Verbal Approach, Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, The Bare Bones Introduction to Integrated Marketing Communication, The Bare Bones of Advertising Print Design, and The Brains Behind Great Ad Campaigns (coauthored with Margo Berman). She was responsible for designing and developing the first online integrated marketing communication graduate certificate and online integrated marketing communication graduate program in the country.

Inhaltsangabe

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