Integrated Marketing Communication: Creative Strategy from Idea to Implementation

by Robyn Blakeman

Now in its third edition, this comprehensive text offers a classroom-tested, step-by-step approach to the creative processes and strategies for effective integrated marketing communication (IMC). Blakeman covers key areas, from marketing plans, branding/positioning, and creative briefs to copywriting, design, and considerations for each major media format. Throughout, she explores visual and verbal tactics, along with the use of business theory and practices, and how these affect the development of the creative message. This user-friendly introduction walks students through the varied strands of IMC, including advertising, PR, direct marketing, and sales promotion, in a concise and logical fashion.

368 pages, Paperback

First published January 1, 1955

Reviews

[Grant Cousineau · Rating 2 out of 5]

This book covers all the various marketing and advertising methods from radio to social media and even alternative and guerilla marketing. While comprehensive, the book was also very repetitive (each chapter seemed to need to reiterate the need to highlight the key consumer benefit) and lacked insights. There were some helpful examples to understand what methods fell under which categories, but I kind of expected more of a conversation about how to develop a cohesive, cross-media strategy. I'm not sure what that would entail, exactly, but something more than descriptions of how cheap radio ads are to produce or the reach of social media. I don't know that I felt like I learned a ton, but for those completely new to marketing, it's not a bad place to start. Even then, I don't think this book, nor the course I took while reading it, helped prepare me any better for planning, deploying, and/or analyzing integrated marketing campaigns.

[Corrie Everson · Rating 3 out of 5]

Didn’t love it, didn’t hate it. This book provides a general overview of marketing communication channels, plans, and ways to work it into any organization.