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Integrated Marketing Communication

Creative Strategy from Idea to Implementation, Fourth Edition

Robyn Blakeman

Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format.

Throughout, the book 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.

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.

  • Details
  • Details
  • Author
  • Author
  • TOC
  • TOC
  • Reviews
  • Reviews
  • Features
  • Features
  • Resources
  • Resources
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)
Subjects: Business & Economics / Marketing / General, Language Arts & Disciplines / Communication Studies, Business & Economics / Advertising & Promotion
Courses: Communication; Strategic Communication; Advertising, Marketing & Promotion, Business; Marketing Communications, Business; Marketing, Business; Advertising & Public Relations

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
Ancillary Materials are available for this title. For access to these professor use only materials, please Sign-In if you are a registered user, or Register then email us at rltextbooks@bloomsbury.com
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.
To use our Test Bank in Word or PDF, please Sign-In if you are a registered user, or Register then email us at rltextbooks@bloomsbury.com
Lecture Notes. The Lecture Notes provide the tables and figures from the text.

Integrated Marketing Communication

Creative Strategy from Idea to Implementation, Fourth Edition

Cover Image
Hardback
Paperback
eBook
Summary
Summary
  • Now in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format.

    Throughout, the book 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.

    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.

Details
Details
  • 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)
    Subjects: Business & Economics / Marketing / General, Language Arts & Disciplines / Communication Studies, Business & Economics / Advertising & Promotion
    Courses: Communication; Strategic Communication; Advertising, Marketing & Promotion, Business; Marketing Communications, Business; Marketing, Business; Advertising & Public Relations
Author
Author
  • 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.

Table of Contents
Table of Contents
  • 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
Reviews
Reviews
  • 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


Features
Features
  • 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.



Resources
Resources
  • 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
    Ancillary Materials are available for this title. For access to these professor use only materials, please Sign-In if you are a registered user, or Register then email us at rltextbooks@bloomsbury.com
    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.
    To use our Test Bank in Word or PDF, please Sign-In if you are a registered user, or Register then email us at rltextbooks@bloomsbury.com
    Lecture Notes. The Lecture Notes provide the tables and figures from the text.

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