Rowman & Littlefield Publishers
Pages: 392
•
Trim: 7¼ x 10½
978-1-5381-7632-0 • Hardback • July 2023 • $120.00 • (£92.00)
978-1-5381-7633-7 • Paperback • June 2023 • $65.00 • (£50.00)
978-1-5381-7634-4 • eBook • June 2023 • $59.00 • (£45.00)
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.
1. Integrated Marketing Communication
2. IMC Marketing Plans
3. Branding and Positioning
4. Creative Briefs
5. The Creative Process
6. Copywriting
7. Campaigns
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
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
The fourth edition features
- Twelve new case studies
- Increased discussion of digital and social media opportunities
- Content boxes comparing new and traditional media
- End of chapter discussion questions
- Comprehensive glossary of terms
Student and instructor ancillaries available at http://textbooks.rowman.com/blakeman4e.
FOR STUDENTS
Accompanying the text is an open-access
Companion Website designed to reinforce the main topics and help you master key vocabulary and concepts through flashcards and self-graded quizzes.
FOR PROFESSORS
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Test Bank. The Test Bank includes a variety of test questions and is available in either Word or PDF formats. For every chapter in the text, the Test Bank includes a complete test with a variety of question types, including multiple choice, true false, and essay formats.
Lecture Notes. The Lecture Notes provide the tables and figures from the text.