Integrated Marketing Communication

Creative Strategy from Idea to Implementation

Author: Robyn Blakeman

Publisher: Rowman & Littlefield


Category: Business & Economics

Page: 338

View: 632

Now in its second edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective IMC. It also details changes in traditional advertising and marketing principles. Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she 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. Several new chapters address the latest additions to the mix: Internet, social, mobile, and alternative media, plus guerrilla marketing. The text builds students’ skills in developing a creative idea, employing the correct message, and placing it appropriately—and will continue to serve as a handy reference to using the most effective communications approaches throughout their careers.

The Bare Bones Introduction to Integrated Marketing Communication

Author: Robyn Blakeman

Publisher: Rowman & Littlefield Publishers


Category: Business & Economics

Page: 312

View: 175

This small, inexpensive text is an in-depth yet simply stated discussion on the business and structure of integrated marketing communication (IMC). The book focuses exclusively on introductory issues concerning integrated marketing communication as both a communication device and as a profession.

Strategic Uses of Alternative Media: Just the Essentials

Just the Essentials

Author: Robyn Blakemen

Publisher: Routledge


Category: Business & Economics

Page: 192

View: 156

Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication. Terrence Gargiulo shows how the use of storytelling is the key to effective communication and learning.

The Brains Behind Great Ad Campaigns

Creative Collaboration between Copywriters and Art Directors

Author: Margo Berman

Publisher: Rowman & Littlefield Publishers


Category: Social Science

Page: 224

View: 767

Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the 'PEDIGREE' Adoption Drive' program, or the breakthrough UPS 'Whiteboard' campaign.

Nontraditional Media in Marketing and Advertising

Author: Robyn Blakeman

Publisher: SAGE


Category: Business & Economics

Page: 264

View: 604

Nontraditional Media in Marketing and Advertising by Robyn Blakeman is a concise guide that offers a step-by-step approach to the strategic use of nontraditional media by both marketing and advertising professionals. The text focuses on methods used as an alternative choice to more traditional marketing and advertising methods such as print and broadcast mediums. To assess the efficacy of nontraditional methods, Blakeman looks at why a marketing team might choose nontraditional media vehicles over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where nontraditional media is headed. Blakeman also explores how nontraditional media, which can offer creative and unusual options for marketing and adversiting, deliver meaningful and memorable ads that are often more effective at reaching the target audience than traditional vehicles, since they are often unexpected. Understanding nontraditional media and its role in delivering a strategic message to the target market requires professionals to understand what options are available and how they will be used, as well as the projected return on investment. This must-have guide is perfect for facilitating this understanding!

Public Relations Cases

Author: Jerry A. Hendrix

Publisher: Cengage Learning


Category: Business & Economics

Page: 448

View: 430

Primarily using PUBLIC RELATIONS Society of America award-winning cases, PUBLIC RELATIONS CASES, Ninth Edition, presents a clear theoretical grounding in the major areas of public relations. Using the ROPE process model (Research, Objectives, Programming, and Evaluation), the authors keep students focused on the strategic elements of exemplary communications campaigns. The case studies provide glimpses into best practices for public relations campaigns as recognized by professionals in the field. The cases all use a strategic communications model, where clearly defined objectives are based on sound research and good audience analysis, followed by creative tactics that are evaluated for their effectiveness. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Principles of Integrated Marketing Communications

Author: Lawrence Ang

Publisher: Cambridge University Press


Category: Business & Economics

Page: 400

View: 672

Principles of Integrated Marketing Communications explains the principles and practice of implementing effective IMC using a variety of channels and techniques. It equips readers with the knowledge to develop sophisticated marketing campaigns for contemporary business environments. Designed to introduce readers to IMC in an engaging way, this valuable resource: • Covers the latest concepts and tools in marketing and communications • Presents topics in light of their underlying theories and principles • Includes case studies adapted from recent, real-world examples (drawn from both Australian and international contexts). Each chapter contains a 'Further thinking' section, giving readers the opportunity to extend their understanding of the conceptual and historical underpinnings of IMC, and teaching them how to analyse and overcome problems when devising an IMC strategy. Each chapter also includes learning objectives and review questions, to reinforce knowledge. Additional material - including extra case studies and topical multimedia files - is available on the companion website at

The Role of Brand Identity in the Implementation of Integrated Marketing Communications (IMC) by Advertising Agencies

A Thesis Submitted to Auckland University of Technology in Fulfilment of the Requirements for the Degree of Doctor of Philosophy (PhD), 2015

Author: David Neil Bibby



Category: Branding (Marketing)


View: 778

Author supplied keywords: Brand identity; IMC; Integrated marketing communications; Account planners; Brand strategist; Brand manifesto; New Zealand advertising agencies; Case study research.