The Bare Bones Introduction to Integrated Marketing Communication

Author: Robyn Blakeman
Publisher: Rowman & Littlefield Publishers
ISBN: 074257119X
Format: PDF, ePub, Mobi
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This small, inexpensive text is an in-depth yet simply stated discussion on the business and structure of integrated marketing communication (IMC). The book focuses exclusively on introductory issues concerning integrated marketing communication as both a communication device and as a profession.

Bare Bones Introduction To Integrated Marketing Communication

Author: CTI Reviews
Publisher: Cram101 Textbook Reviews
ISBN: 1467220205
Format: PDF, ePub
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Facts101 is your complete guide to Bare Bones Introduction To Integrated Marketing Communication. In this book, you will learn topics such as as those in your book plus much more. With key features such as key terms, people and places, Facts101 gives you all the information you need to prepare for your next exam. Our practice tests are specific to the textbook and we have designed tools to make the most of your limited study time.

Integrated Marketing Communication

Author: Robyn Blakeman
Publisher: Rowman & Littlefield
ISBN: 1538101068
Format: PDF, Kindle
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Now 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.

Strategic Uses of Alternative Media Just the Essentials

Author: Robyn Blakemen
Publisher: Routledge
ISBN: 1317459326
Format: PDF, Docs
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Designed for students and practitioners in the fields of organizational behavior and human resource training and development, this book examines improving organizational communication. Terrence Gargiulo shows how the use of storytelling is the key to effective communication and learning.

Nontraditional Media in Marketing and Advertising

Author: Robyn Blakeman
Publisher: SAGE
ISBN: 1412997615
Format: PDF, Docs
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Nontraditional Media in Marketing and Advertising by Robyn Blakeman is a concise guide that offers a step-by-step approach to the strategic use of nontraditional media by both marketing and advertising professionals. The text focuses on methods used as an alternative choice to more traditional marketing and advertising methods such as print and broadcast mediums. To assess the efficacy of nontraditional methods, Blakeman looks at why a marketing team might choose nontraditional media vehicles over (or alongside) more traditional ones, how it can be used to attract smaller niche markets, and where nontraditional media is headed. Blakeman also explores how nontraditional media, which can offer creative and unusual options for marketing and adversiting, deliver meaningful and memorable ads that are often more effective at reaching the target audience than traditional vehicles, since they are often unexpected. Understanding nontraditional media and its role in delivering a strategic message to the target market requires professionals to understand what options are available and how they will be used, as well as the projected return on investment. This must-have guide is perfect for facilitating this understanding!

The Brains Behind Great Ad Campaigns

Author: Margo Berman
Publisher: Rowman & Littlefield Publishers
ISBN: 1461644127
Format: PDF, ePub, Docs
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Catch an inside look at the advertising creative process. Discover how teams collaborate at major agencies to create unforgettable campaigns like the Budweiser 'Clydesdale and Dalmatian' spots, the 'PEDIGREE' Adoption Drive' program, or the breakthrough UPS 'Whiteboard' campaign.

Advertising Strategy

Author: Tom Altstiel
Publisher: SAGE
ISBN: 9781412917964
Format: PDF, ePub, Docs
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Written in an accessible style, Advertising Strategy: Creative Tactics From the Outside/In gets right to the point of advertising by stressing key principles, illustrating them, and then providing practical information students and working professionals can use. Unlike many books that focus only on advertising created for large consumer accounts, this text also covers business-to-business, in-house, and small agency advertising. Authors Tom Altstiel and Jean Grow provide students with a unique blend of real world and academic perspectives through their own personal experience as a working creative director and agency principal and an actively teaching professor at one of the top advertising programs in the country.

Strategic Media Decisions

Author: Marian Azzaro
Publisher: Ingram
ISBN: 9781887229333
Format: PDF, Kindle
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Welcome to the world of media--the $300 billion business end of the ad business. Learn how it works from some of media's top professors and professionals. This is a book in touch with today--packed with genuine substance and contemporary best practices in a clear, easy-to-read format. It's a useful and interesting introduction to an exciting world of career opportunities. Online instructor's materials, including lecture notes and PowerPoints are available free to adopters. A student workbook is also available free online to students.

Balanced Scorecard f r Dummies

Author: Charles Hannabarger
Publisher: John Wiley & Sons
ISBN: 3527657800
Format: PDF, ePub, Mobi
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Die Balanced Scorecard hat sich in den letzten Jahren zu einem beliebten Führungsinstrument entwickelt. In 'Balanced Scorecard für Dummies' erklären Ihnen die Autoren zunächst die Grundlagen der Balanced Scorecard und zeigen auf, wie Sie eine Balanced Scorecard planen, einführen und umsetzen. Dann gehen Sie jeweils auf die einzelnen Perspektiven (Kundenperspektive, Finanzperspektive, interne bzw. Prozessperspektive und Wachstumsperspektive) ein. Dabei erklären sie, was Sie unter den einzelnen Perspektiven verstehen, wie Sie sie entwickeln und die daraus gewonnenen Kennzahlen auswerten.