Launch! : Advertising and Promotion in Real TimeVersion 1.0 By: Michael Solomon, Lisa Duke Cornell, and Amit Nizan
- In-depth campaign analysis that follows a campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis.
- Exposes readers to the theory and concepts of advertising and promotion and the personalities and decisions that drove the example campaign.
- Realistic perspective on how theory plays out in practice.
This textbook is suitable for the following courses: Advertising and Promotion.
Launch! Advertising and Promotion in Real Time was written in partnership with a real advertising agency. The text explains both the basic principles of advertising and how a campaign actually works (or doesn’t work).
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