Integrated marketing communication creative strategy from idea to implementation
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
Lanham, Md. :
Rowman & Littlefield Publishers
c2007.
|
| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991003494779708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- 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.
