INTEGRATED MARKETING COMMUNICATION

Аннотация

The focus of this textbook is to teach you (1) how to interpret a business plan to create an idea and (2) how IMC uses a strategic approach to build and sustain brand-to-target relationships using a coordinated message in diverse media. We’ll first cover the differences between traditional advertising and IMC and then delve into the details of marketing plans, creative briefs, copywriting, and campaigns. Handy templates serve as a guide to help you execute your creative ideas. In the latter half of the book, we’ll look at specific media—traditional outlets such as newspapers and magazines but also social media, mobile, and new alternatives. Each of these chapters explains the medium, considers the pros and cons of using it in an IMC campaign, and offers hands-on details for crafting creative in that format. Case studies throughout the text are designed to help you see IMC in action