Rowman & Littlefield Publishers
Trim: 7 x 10
978-1-5381-0104-9 • Hardback • February 2018 • $136.00 • (£105.00)
978-1-5381-0105-6 • Paperback • February 2018 • $76.00 • (£58.00)
978-1-5381-0106-3 • eBook • February 2018 • $68.00 • (£52.00)
Robyn Blakeman is associate professor of Advertising Design at the University of Tennessee, Knoxville. She is the author of several books, including Strategic Uses of Alternative Media, Advertising Campaign Design, Nontraditional Media in Marketing and Advertising, and The Brains Behind Great Ad Campaigns (co-authored 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.
1. Integrated Marketing Communication
2. IMC Marketing Plans
3. Branding and Positioning
4. Creative Briefs
5. The Creative Process
8. Public Relations
9. Newspaper Advertising
10. Magazine Advertising
11. Radio Advertising
12. Television Advertising
13. Out-of-Home and Transit Advertising
14. Direct Marketing
15. Sales Promotion
16. Internet Marketing and Social Media
17. Mobile Media Marketing
18. Alternative Media Advertising
This is a textbook written by an author with a lot of professional experience. Blakeman’s book explains many useful IMC concepts and practices in easy-to-understand language. This book also contains many practitioners’ insights into how to plan and execute a successful IMC campaign.
— Kenneth C. C. Yang, University of Texas at El Paso
The third edition of Integrated Marketing Communication is a big step forward in the literature on our discipline. Robyn Blakeman covers all communication categories, including social media, alternative media, digital media, public relations, sales promotion, direct marketing, and all forms of traditional media. The focus is on how to successfully use IMC to build your brand. The key, according to Blakeman, is relationship building with individual customers, one-by-one. The third edition of the text tells readers how this is done. Blakeman tells us when and why IMC works. And, just as importantly, she tells us when and why IMC fails. This is an important read for IMC practitioners and scholars alike.
— Archie Sader, West Virginia University
Blakeman explains IMC in ways that undergraduates can grasp and implement both in the classroom and in their career paths. While updating the foundational constructs, the third edition also provides a holistic perspective of both strengths and problems inherent in IMC and media. The chapters on social, mobile, and alternative media alone make the text worth considering, as do the case studies included in each chapter. True to the title, this text is an innovative encounter with IMC from idea to implementation for both student and faculty.
— Tim Chandler, Hardin-Simmons University
New featuresA new chapter on sales promotionUpdated examples and case studies throughoutA complimentary PowerPoint and Test Bank for instructors, as well as an open-access Companion Website for students that includes interactive flashcards and other learning material. Visit http://textbooks.rowman.com/blakeman3e or email firstname.lastname@example.org for more information.
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Lecture Notes. The Lecture Notes provide the tables and figures from the text.