Download Integrated Marketing Communication Communication ABSTRACT

Global Journal of Enterprise Information System
ABSTRACT
Integrated Marketing
Communication
CREATIVE STRATEGY FROM IDEA
TO IMPLEMENTATION
By
Integrated Marketing Communication
(IMC) attempts to enhance the
understanding as to how to tie the
business of advertising to the creative of
advertising. The book succinctly brings
out that advertising creative process is
not an art but a marketing function. The
book explores the power of brand and
the role of IMC in building Brand
Equity.
Robyn Blakeman
KEYWORD
Akanksha Khanna
Research Scholar, IGNOU, New Delhi, India
[email protected]
Internet
Creatives
Advertising
Marketing Plan
Branding
Promotional Mix
Book Review – By Akanksha Khanna
Integrated Marketing Communication
Robyn Blakeman
Global Journal of Enterprise Information System
The text is highly relevant and useful to
business professionals. It can be of great help
to students pursuing marketing course in
advertising.
The book features a highly modular structure
comprising a total of 15 chapters with an
attempt to highlight how to interpret a
business plan to create an idea and how IMC
uses a strategic approach to build and sustain
brand to target relationships using a
coordinated message in diverse media.
The main goal of advertising is revenue
generation through entertainment plus
information. To achieve this, creative terms
must build an interpretive creative strategy
based on a sound business plan.
Chapter 7 brings forward the concept of copywriting and
its components such as headlines, subheads, use of logo
as a symbol. In subsequent chapters, terms such as
campaign, Public Relations, Newspaper Advertising,
Magazine advertising, Direct Marketing, sales promotion
and Internet Marketing have been explained as to how they
can be strategically used in IMC
The book provides several case studies, practical
examples, templates and vibrant visual features which
facilitate in development of skills in taking a creative idea
and employing the correct message, placing it in the most
appropriate media, and using the most effective
communication approaches.
In chapter I, the author defines the subject
matter of IMC, why it fails, reasons for its
growth and difference between traditional
advertising method and IMC.
Chapter 2 throws light on role of Marketing
plan, what it does Situation analysis or SWOT
(Strengths, Weaknesses, Opportunities and
Threats), Meaning of Marketing Mix and
choosing of Target Audience i.e. Target Market
analysis.
http://ejournal.co.in/gjeis
Chapter 3 defines a Brand, Its image and its
worth. It corroborates the term positioning
explaining ways to position a product or
service is through originality, price, gender,
age, time of day when product will be used
and distribution channels.
In Chapters 4-6, the author highlights the
importance of creative briefs as to how it
provides a blueprint for creating an effective
ad or campaign, How to make a creative
strategy to gain a competitive edge. It explains
the role of visual/verbal cues, Graphics and
color’s representational role in terms of its
mood, meaning and emotion.
Book Review – By Akanksha Khanna
Integrated Marketing Communication
Robyn Blakeman