Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested, step-by-step approach that lays out creative processes and strategies for effective integrated marketing communication (IMC), as well as how traditional advertising and marketing principles are changing. Blakeman covers key areas from marketing plans, branding and positioning, and creative briefs to copywriting, design, and considerations for each major media format. She also looks at visual and verbal tactics, along with the use of business theory and practices-and how these affect the development of the creative message.
IMC trends require students to become well-rounded professionals, understanding not only advertising but also marketing, public relations, sales promotion, and direct marketing. This user-friendly text walks students through these areas and helps them develop their skills in taking a creative idea and employing the correct message, placing it in the most appropriate media, and using the most effective communications approaches.
About the Author:
Robyn Blakeman is assistant professor in the School of Advertising and Public Relations at the University of Tennessee