Integrated Marketing Communication Creative Strategy from Idea to Implementation

Integrated Marketing Communication Creative Strategy from Idea to Implementation by Robyn Blakeman is a comprehensive text published by Bloomsbury Academic in February 2018. This third edition spans 368 pages and is presented in English, offering a structured approach to the creative processes and strategies essential for effective integrated marketing communication (IMC).

Readers will find a detailed exploration of key areas such as marketing plans, branding, creative briefs, and various media formats. The book emphasizes both visual and verbal tactics, integrating business theory and practices to inform the development of creative messages. It serves as a user-friendly introduction to the diverse components of IMC, including advertising, public relations, direct marketing, and sales promotion, presented in a clear and logical manner.