Integrated marketing communication (IMC) focuses on communicators
employing the correct message, being able to place it in the most
appropriate media, and using the most advantageous communications
approach. Advertising in today's economy crosses communication
boundaries as well as societal and cultural norms, making accurate
targeting, media selection, and consistency of message more critical
than ever before. Marketing and advertising are no longer separate
entities-they are the results of all parts working as a cohesive whole.
Integrated marketing communicates using one tone-of-voice or message
that is successfully delivered through multiple media and disciplines.
The Bare Bones Introduction to Integrated Marketing Communication is an
in-depth yet concise discussion of the business and structure of
integrated marketing communication. This brief, inexpensive text focuses
exclusively on introductory issues concerning IMC as both a
communication device and as a profession. Robyn Blakeman's step-by-step
approach offers an extensive and exclusive look into how agencies work,
the areas of specialization that make up IMC, how advertising affects
our lives, and the diverse arsenal of media options that give IMC its
visual/verbal voice. Both integrated marketing and varied media vehicles
are dissected-one topic at a time-creating an invaluable reference tool
that students, professors, and small business people alike will refer to
time and again for information on the field of advertising/integrated
marketing communication.
