The Bare Bones Introduction to Integrated Marketing Communication
by Blakeman, RobynFormat: Hardcover
Pub. Date: 2008-12-16
Publisher(s): Rowman & Littlefield Publishers
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Summary
Integrated marketing communication (IMC) focuses on communicators employing the correct message, being able to place it in the most appropriate media, and using the most advantageous communications approach. Advertising in today's economy crosses communication boundaries as well as societal and cultural norms, making accurate targeting, media selection, and consistency of message more critical than ever before. Marketing and advertising are no longer separate entities-they are the results of all parts working as a cohesive whole. Integrated marketing communicates using one tone-of-voice or message that is successfully delivered through multiple media and disciplines.
Author Biography
Robyn Blakeman is assistant professor of advertising design at the University of Tennessee in Knowille. She is the author of Integrated Marketing Communication: Creative Strategy from Idea to Implementation (2007) and The Bare Bones of Advertising Print Design (2004)
Table of Contents
| Understanding Integrated Marketing Communication | |
| The Roots of Advertising and the Evolution of Integrated Marketing Communication | p. 3 |
| Where Do We Find the Answers? Research and Targets | p. 45 |
| The Making of an Image: Branding and Positioning | p. 61 |
| Marketing Plans and Creative Briefs: How Marketers and Creatives Work | p. 75 |
| Media | p. 91 |
| The Creative Process | |
| Creative: Determining the Product's or Service's Visual/Verbal Tone of Voice | p. 111 |
| Digital Prepress: Putting the Pieces in Place | p. 133 |
| Media Use: How IMC Uses Diverse Media Vehicles to Speak and Reach the Target Audience | |
| Public Relations | p. 153 |
| Print Advertising: Newspapers | p. 167 |
| Print Advertising: Magazines | p. 177 |
| Out-of-Home Advertising | p. 189 |
| Broadcast Advertising: Radio | p. 201 |
| Broadcast Advertising: Television | p. 213 |
| Direct Marketing | p. 229 |
| Sales Promotion | p. 243 |
| The Internet | p. 255 |
| Alternative Media: Guerrilla and Viral Marketing | p. 275 |
| Glossary | p. 291 |
| Bibliography | p. 299 |
| Index | p. 301 |
| About the Author | p. 305 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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