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Part I Understanding Integrated Marketing Communication
1 The Roots of Advertising and the Evolution of Integrated Marketing Communication 3
2 Where Do We Find the Answers? Research and Targets 45
3 The Making of an Image: Branding and Positioning 61
4 Marketing Plans and Creative Briefs: How Marketers and Creatives Work 75
5 Media 91
Part II The Creative Process
6 Creative: Determining the Product's or Service's Visual/Verbal Tone of Voice 111
7 Digital Prepress: Putting the Pieces in Place 133
Part III Media Use: How IMC Uses Diverse Media Vehicles to Speak and Reach the Target Audience
8 Public Relations 153
9 Print Advertising: Newspapers 167
10 Print Advertising: Magazines 177
11 Out-of-Home Advertising 189
12 Broadcast Advertising: Radio 201
13 Broadcast Advertising: Television 213
14 Direct Marketing 229
15 Sales Promotion 243
16 The Internet 255
17 Alternative Media: Guerrilla and Viral Marketing 275
Glossary 291
Bibliography 299
Index 301
About the Author 305
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
| WonderClub |
Jeff Lukas
reviewed Bare Bones Introduction To Integrated Marketing Communication on November 18, 2014
Bare Bones Introduction To Integrated Marketing Communication
There were some good principles discussed in this book, the most important of which is that each of us has a moral obligation to strive to fulfill our own potential. However, I don't agree with the primary premise of the book, that getting rich is synonymous with fulfilling our potential. Unfortunately, for ever good principle or truth discussed in the book, it seemed like there were ten times as many falsehoods and fallacies. And in the end, the book didn't live up to its title. It provided no real process for getting rich, did not discuss many core principles of creating wealth, and certainly didn't have a shred of scientific basis for anything it said. Honestly, I would have to describe the book as morally repugnant... maybe that is a little harsh!
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