Description
This comprehensive introduction to the creative processes and strategies for effective IMC covers marketing plans; branding/positioning; creative briefs; and copywriting, design, and other considerations for major media formats. The fourth edition includes new case studies and increased discussion of digital and social media opportunities.
Book Information
ISBN 9781538176320
Author Robyn Blakeman
Format Hardback
Page Count 408
Imprint Rowman & Littlefield
Publisher Rowman & Littlefield