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Produktbild: Blakeman, R: Integrated Marketing Communication

Blakeman, R: Integrated Marketing Communication Creative Strategy from Idea to Implementation

Fr. 98.90

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

10.07.2014

Abbildungen

8 Halftones, black and white 23 Illustrations, black and white

Verlag

Rowman and Littlefield

Seitenzahl

338

Maße (L/B/H)

18.8/26.3/2.5 cm

Gewicht

818 g

Sprache

Englisch

ISBN

978-1-4422-2121-5

Beschreibung

Produktdetails

Einband

Gebundene Ausgabe

Erscheinungsdatum

10.07.2014

Abbildungen

8 Halftones, black and white 23 Illustrations, black and white

Verlag

Rowman and Littlefield

Seitenzahl

338

Maße (L/B/H)

18.8/26.3/2.5 cm

Gewicht

818 g

Sprache

Englisch

ISBN

978-1-4422-2121-5

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  • Produktbild: Blakeman, R: Integrated Marketing Communication

  • Preface Introduction 1 Integrated Marketing Communication Here We Go Again What Is Integrated Marketing Communication? Basic Reasons for the Growth of IMC Why IMC Fails What Drives IMC Case Study 1: Toshiba America Consumer Products Tying It All Together 2 IMC Marketing Plans The Role of the Marketing Plan Where to Begin: Research What Does a Marketing Plan Do? Case Study 2: Blickman Inc. The Creative Strategy and the Marketing Plan 3 Branding and Positioning Defining a Brand, Its Image, and Its Worth Brand Equity: What Is Brand Equity? Brands: What's in a Name? Case Study 3: Dracula Brand Awareness: Perception Is the Better Part of Advertising Tweaking the Marketing Plan 4 Creative Briefs The Big Influence inside a Small Document What Makes Up a Creative Brief? Case Study 4: Apple Creates Geniuses 5 The Creative Process The Creative Brief Is the Inspiration behind a Good Idea The Soccer Game of Idea Teamwork Is the Idea on Target and on Strategy? Where Does a Good Idea Originate? The Creative Concept Elements That Make Up an Ad: What Goes Where? Type Is a Personality Thing Putting Ideas on Paper: The Stages of Design Visuals, Options, and Decisions Color's Representational Role 6 Copywriting The Components of Copy Visuals: Tying the Verbal to the Visual The Logo as a Symbol Visual/Verbal Parts Writing beyond the Ad: Promotional Devices Copy Sheets Selling the Client on the Creative Idea 7 Campaigns The IMC Campaign Planning the Campaign Case Study 5: Ecco's Catwalk Isolating the Key Consumer Benefit Developing a Cohesive Visual/Verbal Message The Promotional Mix Types of Campaigns Concept Components Stand Up and Stand Out: It Pays to Be Different 8 Public Relations The Strategic Use of Public Relations in IMC Marketing Public Relations The Diversity of the Public Relations Voice Case Study 6: Dawn Dishes It Out How Does Public Relations Help IMC Be Consumer Focused? Salvations and Deterrents of Public Relations Putting Public Relations to Work The Strategy behind Public Relations The Many Documents That Make Up Public Relations Publicity 9 Newspaper Advertising The Strategic Use of Newspaper in IMC What Is Newspaper Advertising? Case Study 7: Anheuser-Busch The Diversity of the Newspaper Voice How Does Newspaper Advertising Help IMC Be Consumer Focused? Salvations and Deterrents of Newspaper Advertising The Strategy behind Newspaper Advertising The Look of Newspaper Advertising Co-op Advertising Evaluation 10 Magazine Advertising The Strategic Use of Magazines in IMC The Diversity of the Magazine Advertising Voice Case Study 8: Volkswagen's BlueMotion Label How Does Magazine Advertising Help IMC Be Consumer Focused? Salvations and Deterrents of Magazine Advertising The Strategy behind Magazine Advertising What to Avoid and What to Include in Magazine Advertising The Look of Magazine Design Cooperative Advertising and Magazines 11 Radio Advertising The Strategic Use of Radio Advertising in IMC Case Study 9: Coke Break The Diversity of the Radio Advertising Voice How Does Radio Advertising Help IMC Be Consumer Focused? Salvations and Deterrents of Radio Advertising The Strategy behind Radio Advertising The Sound of Radio Design What to Consider When Designing for Radio 12 Television Advertising The Strategic Use of Television in IMC Case Study 10: AXN and Hilton Hotels The Diversity of the Television Advertising Voice How Does Television Advertising Help IMC Be Consumer Focused? Salvations and Deterrents of Television Advertising The Strategy behind Television Advertising The Sight, Sound, and Motion of Television Design How to Deliver the Message 13 Out-of-Home and Transit Advertising The Strategic Use of Out-of-Home in IMC The Diversity of the Out-of-Home Voice Case Study 11: Chick-fil-A How Does Out-of-Home Advertising Help IMC Be Consumer Focused? Salvations and Deterrents of Out-of-Home and Transit Advertising The Strategy behind Out-of-Home and Transit Advertising The Look of Out-of-Home and Transit Advertising 14 Direct Marketing and Sales Promotion The Strategic Use of Direct Marketing in IMC Case Study 12: Notre Dame Federal Credit Union A Word about Databases The Diversity of the Direct-Marketing Voice The Strategic Use of Sales Promotion in IMC The Diversity of the Sales Promotion Voice How Do Direct Marketing and Sales Promotion Help IMC Be Consumer Focused? Salvations and Deterrents of Direct Marketing and Sales Promotion The Strategy behind Direct Marketing and Sales Promotion The Many Documents That Make Up a Direct-Mail Kit The Look of Sales Promotion Bottom Line 15 Internet Marketing and Social Media The Strategic Use of Internet Marketing in IMC The Diversity of the Internet Marketing Voice The Strategic Use of Social Media in IMC Case Study 13: Activision Blizzard The Diversity of the Social Media Voice How Do Internet Marketing and Social Media Help IMC Be Consumer Focused? Salvations and Deterrents of Internet Marketing and Social Media The Strategy behind Internet Marketing The Design of Internet Marketing Designing for a New Medium The Strategy behind Social Media Bottom Line 16 Mobile Media Marketing The Strategic Use of Mobile Media in IMC The Diversity of the Mobile Media Marketing Voice Case Study 14: Groupon How Does Mobile Media Marketing Help IMC Be Consumer Focused? Salvations and Deterrents of Mobile Media Marketing The Strategy behind Mobile Media Marketing The Look of Mobile Media Marketing Designing for a New Digital Medium 17 Alternative Media Advertising The Strategic Use of Alternative Media in IMC The Diversity of the Alternative Media Voice Case Study 15: Allstate How Does Alternative Media Advertising Help IMC Be Consumer Focused? Salvations and Deterrents of Alternative Media The Strategy behind Alternative Media Advertising The Look of Alternative Media Advertising The Choice to Use Alternative Media Guerrilla Marketing Is All about the Innovative Encounter Glossary Bibliography Index About the Author