Integrated Marketing Communication

Creative Strategy from Idea to Implementation

By: Robyn Blakeman

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Paperback | 22 June 2023 | Edition Number 4

At a Glance

Paperback
408 Pages

Dimensions(cm)
17.9 x 25.6 x 2.4

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With new case studies and increased discussion of digital and social media, this text offers an up-to-date introduction to IMC elements including marketing plans, branding/positioning, creative briefs, copywriting, and design for each major media. Discussion questions, a glossary, and online student and instructor ancillaries supplement learning.

Industry Reviews

Blakeman tells us when and why IMC works. And, just as importantly, she tells us when and why IMC fails. This is an important read for IMC practitioners and scholars alike.

This is a textbook written by an author with a lot of professional experience. Blakeman's book explains many useful IMC concepts and practices in easy-to-understand language. This book also contains many practitioners' insights into how to plan and execute a successful IMC campaign.

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