The Bare Bones Introduction to Integrated Marketing Communication - Couverture souple

Blakeman, Robyn

 
9780742555419: The Bare Bones Introduction to Integrated Marketing Communication
Couverture souple
ISBN 10 : 0742555410 ISBN 13 : 9780742555419
Editeur : Rowman & Littlefield Publishers, 2008

Synopsis

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.

The Bare Bones Introduction to Integrated Marketing Communication is an in-depth yet concise discussion of the business and structure of integrated marketing communication. This brief, inexpensive text focuses exclusively on introductory issues concerning IMC as both a communication device and as a profession. Robyn Blakeman's step-by-step approach offers an extensive and exclusive look into how agencies work, the areas of specialization that make up IMC, how advertising affects our lives, and the diverse arsenal of media options that give IMC its visual/verbal voice. Both integrated marketing and varied media vehicles are dissected-one topic at a time-creating an invaluable reference tool that students, professors, and small business people alike will refer to time and again for information on the field of advertising/integrated marketing communication.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Robyn Blakeman is professor of advertising design at the University of Tennessee in Knoxville. She is the author of The Bare Bones of Advertising Print Design (2004) and Integrated Marketing Communication: Creative Strategy from Idea to Implementation (2007).

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Rowman & Littlefield Publishers
Date d'édition
2008
Langue
anglais
ISBN 10 
0742555410
ISBN 13 
9780742555419
Reliure
Broché
Nombre de pages
312
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

Friedensallee 273
Hamburg
22763
Allemagne

Autres éditions populaires du même titre

9780742555402: The Bare Bones Introduction to Integrated Marketing Communication

Edition présentée

ISBN 10 :  0742555402 ISBN 13 :  9780742555402
Editeur : Rowman & Littlefield, 2008
Couverture rigide