PDF-Integrated Marketing Communication Creative Strategy from Idea to Implementation

Now in its third edition this comprehensive text offers a classroomtested stepbystep approach to the creative processes and strategies for effective integrated marketing communication IMC Blakeman covers key areas from marketing plans brandingpositioning and creative briefs to copywriting design and considerations for each major media format Throughout she explores visual and verbal tactics along with the use of business theory and practices and how these affect the development of the creative message This userfriendly introduction walks students through the varied strands of IMC including advertising PR direct marketing and sales promotion in a concise and logical fashion. 9. Strategy . Creativity . Execution. Strategic Creativity. What is creativity?. Creative concept:. A “big idea,” “the creative leap” . Twin masters: creativity and strategy. Leo Burnett’s Inherent Drama. Creative Strategy 1. Lecturer: Lisa Day. By the end of the session students will:. Revisited the notion of strategy tensions or paradoxes. Introduction to creative strategy and the need for logic and creativity in strategy making. the advertising industry. Players in the Advertising Industry. The Advertisers. Global . Global Strategy. Biggest spenders. Local Adaptation of ATL. Local Strategy for BTL. Work with global affiliated agencies. Diyah. . Ayu. . Amalia. . Avina. . D_avina2001@yahoo.com. According to . Shimp. (2003:4), marketing communication can be understood by decomposing two main elements : communications and marketing.. 18. Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.. Identify the components of the communication process.. Chapter Objectives. After reading this chapter you should be able to. :. Appreciate the practice of marketing communications and recognize the marcom tools used by practitioners.. Differentiate among the following terms: . 18. Copyright © 2016 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.. Identify the components of the communication process.. Overall Goals/Key . S. trategic . C. omponents. . Strategic Components. Distribution . Management System (DMS/ADMS). Intelligent . devices/sensors . Integrated . Communication System. Chapter 16, 17, 18 (. kotler. ). Chapter 11 (. Duglas. ). Structure. B. WHERE ARE WE NOW?. . 3. . Environmental & Internal Analysis: . Market Information & Intelligence. C. WHERE DO WE WANT TO BE?. 1-1. Define promotion and integrated marketing communication (IMC).. Discuss a basic model of communication.. Describe the different ways of classifying audiences for promotion and IMC.. Explain the key role of IMC as a business process.. Learning. . Outcomes. Provide an introduction to advertising—its role, key components, and key players.. Define advertising’s role in marketing including key players and new developments. Explain. 2018 Marketing Strategy. Stephanie Olson. Marketing & Communications Manager. Background. My role. Strategy work. Day to day project management. My Approach. Emphasis on strategy and planning. Coordination & collaboration. Treatment. Strategic communicators need to become less reliant on traditional marketing tactics and pursue more aggressively a new generation of tools. Traditional marketing is not going away. Must be complemented by emerging strategic... Topic . 5 . – Planning marketing communications. Understand the structure of a marketing communications plan. Identify and discuss communications objectives. Examine the different steps used in a marketing communications plan .