Integrated Marketing Communication: Creative Strategy from Idea to Implementation

This introduction to IMC covers marketing plans, branding, creative briefs, copywriting, design, and digital and social media opportunities, with new case studies.

Format: Paperback / softback
Length: 392 pages
Publication date: 15 July 2023
Publisher: Rowman & Littlefield

This extensive guide delves into the intricate realms of creative processes and strategies, empowering you to craft compelling integrated marketing communications (IMC). It encompasses a wide range of topics, including marketing plans, branding and positioning, creative briefs, copywriting, design, and various considerations for major media formats. With its fourth edition, this invaluable resource has been enriched with fresh case studies and a heightened focus on harnessing the potential of digital and social media platforms. Whether you're a seasoned professional or just starting your journey in IMC, this comprehensive guide will equip you with the knowledge and tools to elevate your campaigns and achieve remarkable results.

Introduction to Creative Processes and Strategies for Effective IMC:
This comprehensive introduction to the creative processes and strategies for effective IMC covers marketing plans, branding and positioning, creative briefs, and copywriting, design, and other considerations for major media formats. The fourth edition includes new case studies and increased discussion of digital and social media opportunities.

Marketing Plans:
Marketing plans serve as the foundation for effective IMC campaigns. They involve thorough market research, analysis, and strategic planning to identify target audiences, market trends, and competitive landscapes. By developing a well-defined marketing plan, organizations can effectively allocate resources, allocate budgets, and create targeted messaging that resonates with their target audience.

Branding and Positioning:
Branding and positioning are critical components of IMC. They help organizations differentiate themselves from competitors and create a unique identity in the minds of consumers. Branding involves developing a brand name, logo, and visual identity that reflects the values and personality of the organization. Positioning involves defining the organization's unique selling proposition (USP) and communicating it in a way that resonates with the target audience.

Creative Briefs:
Creative briefs are documents that provide a clear and concise direction to creative teams. They outline the objectives, target audience, messaging, and creative approach for a marketing campaign. Creative briefs help ensure that everyone involved in the project is on the same page and working towards the same goals.

Copywriting, Design, and Other Considerations:
Copywriting, design, and other visual elements are crucial components of IMC. Effective copywriting can convey the message in a compelling and engaging way, while design can enhance the visual appeal and impact of the campaign. Other considerations include media selection, budgeting, and measurement and evaluation of the campaign's effectiveness.

Digital and Social Media Opportunities:
With the advent of digital technology, social media has become an integral part of IMC. Organizations can leverage social media platforms to engage with their target audience, build brand awareness, and drive sales. Digital and social media opportunities include social media advertising, content marketing, influencer marketing, and email marketing.

The fourth edition of this comprehensive guide has been enriched with fresh case studies and a heightened focus on harnessing the potential of digital and social media platforms. Whether you're a seasoned professional or just starting your journey in IMC, this comprehensive guide will equip you with the knowledge and tools to elevate your campaigns and achieve remarkable results.

Weight: 812g
Dimension: 249 x 180 x 24 (mm)
ISBN-13: 9781538176337
Edition number: Fourth Edition