The bare bones introduction to integrated marketing communication [electronic resource] / Robyn Blakeman.

The roots of advertising and the evolution of integrated marketing communication
Where do we find the answers?: research and targets
The making of an image: branding and positioning
Marketing plans and creative briefs: how marketers and creatives work
Media
Creative: determining the product's or service's visual/verbal tone of voice
Digital prepress: putting the pieces in place
Public relations
Print advertising: newspapers
Print advertising: magazines
Out-of-home advertising
Broadcast advertising: radio
Broadcast advertising: television
Direct marketing
Sales promotion
The Internet
Alternative media: guerrilla and viral marketing.