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Integrated Marketing Communication: Creative Strategy from Idea to Implementation

Integrated Marketing Communication: Creative Strategy from Idea to Implementation

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Key Metrics

  • Robyn Blakeman
  • Rowman & Littlefield Publishers
  • Paperback
  • 9781538176337
  • -
  • -
  • Business & Economics > Advertising & Promotion
  • English
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Book Description

This 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.
Integrated Marketing Communication: Creative Strategy from Idea to Implementation

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