000			01254nam a22001937a 4500
999			_c3025 _d3025
005			20220716162003.0
008			220716b ||||| |||| 00| 0 eng d
020			_a9781538101056
082			_a658.802 _bBLA
100			_aBlakeman, Robyn _96894
245			_aIntegrated marketing communication: creative strategy from idea to implementation
250			_a3rd
260			_bRowman & Littlefield _aLondon _c2018
300			_aviii, 358 p.
365			_aGBP _b52.00
520			_aNow in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.
650			_aCommunication in marketing _96131
942			_2ddc _cBK