integrated marketing communication creative strategy from idea to implementation

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Integrated Marketing Communication

Author : Robyn Blakeman
ISBN : 9781442221239
Genre : Business & Economics
File Size : 49. 52 MB
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New second edition: A classroom-tested, step-by-step approach to effective IMC, covering creative processes and strategies as well as changes in traditional advertising and marketing principles.

Integrated Marketing Communication

Author : Robyn Blakeman
ISBN : 0742529649
Genre : Business & Economics
File Size : 63. 10 MB
Format : PDF, Docs
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Robyn Blakeman's Integrated Marketing Communication offers a classroom-tested approach that lays out creative processes and strategies for effective IMC. Blakeman covers key areas, from marketing plans, branding and positioning, and creative briefs to copywriting, design, and media format considerations. She also looks at visual and verbal tactics and business theory and practices in relation to the creative message. IMC trends require students to become well-rounded professionals, understanding not only advertising but also marketing, public relations, sales promotion, and direct marketing.

Die Neuen Marketing Und Pr Regeln Im Web 2 0

Author : David Meerman Scott
ISBN : 3826690702
Genre :
File Size : 89. 74 MB
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The Bare Bones Introduction To Integrated Marketing Communication

Author : Robyn Blakeman
ISBN : 9780742571198
Genre : Business & Economics
File Size : 35. 60 MB
Format : PDF, Kindle
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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.

Balanced Scorecard F R Dummies

Author : Charles Hannabarger
ISBN : 9783527657803
Genre : Business & Economics
File Size : 87. 19 MB
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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.

Nontraditional Media In Marketing And Advertising

Author : Robyn Blakeman
ISBN : 9781412997614
Genre : Business & Economics
File Size : 27. 95 MB
Format : PDF, ePub
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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!

Public Relations Cases

Author : Jerry A. Hendrix
ISBN : 9781111344429
Genre : Business & Economics
File Size : 66. 46 MB
Format : PDF
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Primarily using PUBLIC RELATIONS Society of America award-winning cases, PUBLIC RELATIONS CASES, Ninth Edition, presents a clear theoretical grounding in the major areas of public relations. Using the ROPE process model (Research, Objectives, Programming, and Evaluation), the authors keep students focused on the strategic elements of exemplary communications campaigns. The case studies provide glimpses into best practices for public relations campaigns as recognized by professionals in the field. The cases all use a strategic communications model, where clearly defined objectives are based on sound research and good audience analysis, followed by creative tactics that are evaluated for their effectiveness. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Strategic Uses Of Alternative Media Just The Essentials

Author : Robyn Blakemen
ISBN : 9781317459323
Genre : Business & Economics
File Size : 40. 44 MB
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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.

The Brains Behind Great Ad Campaigns

Author : Margo Berman
ISBN : 9781461644125
Genre : Social Science
File Size : 40. 48 MB
Format : PDF, ePub
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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.

Das Social Media Marketing Buch

Author : Dan Zarrella
ISBN : 9783868992380
Genre :
File Size : 59. 44 MB
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Unternehmen, Agenturen und Freiberufler stromen in soziale Netzwerke wie Facebook und entdecken die vielen anderen Moglichkeiten im Social Web. Doch aller Anfang ist schwer: Wer noch nicht Social Media-affin ist - und das sind nach wie vor so einige -, muss sich zunachst einmal einen Uberblick uber diese noch junge Medienlandschaft verschaffen. Wem es so geht, der findet in diesem Buchlein optimale Unterstutzung. Kompakt, prazise und gut verstandlich fuhrt Dan Zarrella in die vielseitigen "sozialen" Mediengattungen ein. Die deutsche Ausgabe prasentiert zusatzlich deutsche Dienste wie XING und Qype sowie Fallbeispiele aus dem deutschsprachigen Raum. Fur die 2. Auflage wurde das Buch komplett uberarbeitet und aktualisiert. Aus dem Inhalt: Was ist Social Media Marketing? Bloggen Twitter und Microblogging Soziale Netzwerke Mediasharing Social News, Bookmarking und Curation Social Location Sharing Verbraucherportale Foren Strategien fur Ihren Social Media-Auftritt Erfolgskontrolle

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