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OverviewThis comprehensive introduction to the creative processes and strategies for effective IMC covers marketing plans; branding/positioning; creative briefs; and copywriting, design, and other considerations for major media formats. The fourth edition includes new case studies and increased discussion of digital and social media opportunities. Full Product DetailsAuthor: Robyn BlakemanPublisher: Rowman & Littlefield Imprint: Rowman & Littlefield Edition: Fourth Edition Dimensions: Width: 18.00cm , Height: 2.40cm , Length: 24.90cm Weight: 0.812kg ISBN: 9781538176337ISBN 10: 1538176335 Pages: 392 Publication Date: 22 June 2023 Audience: College/higher education , Tertiary & Higher Education Format: Paperback Publisher's Status: Active Availability: Manufactured on demand ![]() We will order this item for you from a manufactured on demand supplier. Table of ContentsReviewsBlakeman 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 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 Author InformationRobyn 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. Tab Content 6Author Website:Countries AvailableAll regions |