The bare bones introduction to integrated marketing communication
By: Robyn Blakeman.
Publisher: Rowman & Littlefield
Published: 2008
Place of publication: Lanham
Language: eng
ISBN-13: 9780742555402; 9780742555419
Subjects: Communication in marketing
Notes: Includes bibliographical references and index.
Table of contents: title: Advertising's roots and the evolution of integrated marketing communication; title: Where do we find the answers: research and targets; title: The making of an image: branding and positioning; title: Marketing plans and creative briefs: how marketer's and creative's work; title: Media; title: Creative: determining the product or services visual/verbal tone of voice; title: Digital prepress: putting the pieces in place; title: Public relations; title: Print advertising: newspapers; title: Print advertising: magazines; title: Out-of-home advertising; title: Broadcast advertising: radio; title: Broadcast advertising: television; title: Direct marketing; title: Sales promotion; title: The internet; title: Alternative media: guerilla and viral marketing.