Integrated marketing communication : creative strategy from idea to implementation
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| Format: | Book |
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Lanham, Md.:
Rowman & Littlefield Publishers,
2007.
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Table of Contents:
- Integrated marketing communication
- IMC marketing plans
- Left- and right-brain selling points
- Branding and positioning
- Creative briefs
- The creative process
- Copywriting
- Campaigns
- Public relations
- Newspaper advertising
- Magazine advertising
- Radio advertising
- Television advertising
- Direct marketing
- Sales promotion
- Internet marketing