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Categories Download eBook: Launch! Advertising and Promotion in Real Time Bookmark and Share

Book Catagory:Careers
Title Launch! Advertising and Promotion in Real Time
Author(s) Michael Solomon, Lisa Duke Cornell, Amit Nizan
Publisher: Flat World Knowledge, Inc. (2010)
Paperback 262 pages
eBook Online
Language: English
ISBN-10: 0982043023
ISBN-13: 978-0982043028
Book Description

This book is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign.

The book takes a rare look "behind the curtain" - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice. They get a flavor for the exciting field of advertising. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work). This is a unique book, with a unique perspective, by a unique author team, and you won't find this kind of insight in any other text on the market. We think you're going to love it!
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Launch! Advertising and Promotion in Real Time

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