Launch! Advertising and Promotion in Real Time
By: and and
This book is not available in Web Reader. You can download it in another format.
- Synopsis
- Launch! is written for advertising and promotions courses taught to students in the business school and journalism & mass communication students. 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.
- Copyright:
- N/A
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9780982043028
- Publisher:
- Flat World Knowledge
- Date of Addition:
- 02/14/13
- Copyrighted By:
- N/A
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Textbooks
- Grade Levels:
- College Freshman, College Sophomore, College Junior, College Senior, Graduate Student, Adult Ed
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This book is freely available to all subject to the Creative Commons license listed inside the book.