Integrated marketing communication
Subtitle: creative strategy from idea to implementation
By: Robyn Blakeman
Edition: Second edition.
Publisher: Rowman & Littlefield Publishers
Published: 2015
Language: eng
Number of pages: 325
ISBN-13: 9781442221215; 9781442221222
Subjects: Communication in marketing
Notes: Includes bibliographical references (pages 313-316) and index.
Table of contents: title: Preface; title: Introduction; title: Integrated marketing communication; title: Imc marketing plans; title: Branding and positioning; title: Creative briefs; title: The creative process; title: Copywriting; title: Campaigns; title: Public relations; title: Newspaper advertising; title: Magazine advertising; title: Radio advertising; title: Television advertising; title: Out-of-home and transit; title: Direct marketing and sales promotion; title: Internet marketing and social media; title: Mobile media marketing; title: Alternative media advertising; title: Glossary; title: Bibliography; title: Index; title: About the author.