Rowman & Littlefield Publishers
Pages: 408
•
Trim: 7 x 10
978-1-5381-7632-0 • Hardback • July 2023 • $120.00 • (£92.00)
978-1-5381-7633-7 • Paperback • July 2023 • $65.00 • (£50.00)
978-1-5381-7634-4 • eBook • July 2023 • $59.00 • (£45.00) (coming soon)
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
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
- IMC business development steps
- Creative considerations for campaigns
- Covers both traditional mediums and digital mediums
- 12 new case studies
- Content boxes comparing traditional mediums with new
Test banks
- Test banks
- Lecture notes and slides