{"product_id":"integrated-marketing-communication-robyn-blakeman-9781538176320","title":"Integrated Marketing Communication: Creative Strategy from Idea to Implementation","description":"\u003cp\u003eNow in its fourth edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Robyn Blakeman covers key areas, from marketing plans, branding\/positioning, and creative briefs to copywriting, design, and considerations for each major media format. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThroughout, the book 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.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe fourth edition features \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eTwelve new case studies\u003c\/li\u003e\n\u003cli\u003eIncreased discussion of digital and social media opportunities\u003c\/li\u003e\n\u003cli\u003eContent boxes comparing new and traditional media\u003c\/li\u003e\n\u003cli\u003eEnd of chapter discussion questions\u003c\/li\u003e\n\u003cli\u003eComprehensive glossary of terms\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eStudent and instructor ancillaries available at http: \/\/textbooks.rowman.com\/blakeman4e.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Robyn Blakeman\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 1538176327\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9781538176320\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Rowman \u0026amp; Littlefield Publishers\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 07\/18\/2023\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 392\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Hardcover\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.98lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 10.00h x 7.00w x 0.88d","brand":"Robyn Blakeman","offers":[{"title":"Hardcover","offer_id":44121635127551,"sku":"9781538176320","price":120.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_43d3c6dd-99d2-4720-b4bf-26bd77d9baf5.jpg?v=1687420737","url":"https:\/\/www.whiterainbookhouse.com\/products\/integrated-marketing-communication-robyn-blakeman-9781538176320","provider":"WR Book House","version":"1.0","type":"link"}