The Bare Bones Introduction to Integrated Marketing Communication

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.

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.

Part 1 Understanding Integrated Marketing Communication Chapter 2 Advertising's Roots and the Evolution of Integrated Marketing Chapter 3 Where Do We Find the Answers: Research and Targets Chapter 4 The Making of an Image: Branding and Positioning Chapter 5 Marketing Plans and Creative Briefs: How Marketers and Creatives Work Chapter 6 Media Part 7 The Creative Process Chapter 8 Creative: Determining the Product's or Service's Visual/Verbal Tone of Voice Chapter 9 Digital Prepress: Putting the Pieces in Place Part 10 Media Use: How IMC Uses Diverse Media Vehicles to Speak to and Reach the Target Audience Chapter 11 Public Relations Chapter 12 Print Advertising: Newspapers Chapter 13 Print Advertising: Magazines Chapter 14 Out-of-Home Advertising Chapter 15 Broadcast Advertising: Radio Chapter 16 Broadcast Advertising: Television Chapter 17 Direct Marketing Chapter 18 Sales Promotion Chapter 19 The Internet Chapter 20 Alternative Media: Guerilla and Viral Marketing