Integrated marketing communication : creative strategy from idea to implementation

• Main Author: Blakeman, Robyn, 1958- (Author)
• Format: Book
• Language: English
• Published: Lanham : Rowman & Littlefield, [2015]
• Edition: Second edition
• Subjects: marketingová komunikace; reklama a propagace; communication in marketing; advertising; učebnice; textbooks
• ISBN: 9781442221215; 978-1-4422-2122-2
• Physical Description: xi, 325 stran : ilustrace ; 26 cm

Table of Contents:

• Preface
• Introduction
• Integrated marketing communication
• Imc marketing plans
• Branding and positioning
• Creative briefs
• The creative process
• Copywriting
• Campaigns
• Public relations
• Newspaper advertising
• Magazine advertising
• Radio advertising
• Television advertising
• Out-of-home and transit
• Direct marketing and sales promotion
• Internet marketing and social media
• Mobile media marketing
• Alternative media advertising
• Glossary
• Bibliography
• Index
• About the author