Launch! : Advertising and Promotion in Real Time
Version 1.0
By Michael Solomon, Lisa Duke Cornell, and Amit Nizan
Included Supplements
Key Features
- 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.
- Customizable.
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).
- About the Authors
- Acknowledgments
- Preface
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Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client
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Chapter 2: A User’s Manual: Advertising, Promotion, and Marketing Essentials
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Chapter 3: Advertising and Society
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Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its Consumers
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Chapter 5: Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out
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Chapter 6: Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer
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Chapter 7: Decide What You Can Afford to Say: msnbc.com Sets the Budget
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Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief
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Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics
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Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message
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Chapter 11: Execute on All Platforms: SS+K Goes into Production Overdrive
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Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story
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Chapter 13: Launch! msnbc.com’s First-Ever Branding Campaign
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Chapter 14: ROI: msnbc.com Decides if the Campaign Worked
Instructor’s Manual
The Instructor’s Manual guides you through the main concepts of each chapter and important elements such as learning objectives, key terms, and key takeaways. Can include answers to chapter exercises, group activity suggestions, and discussion questions.
PowerPoint Lecture Notes
A PowerPoint presentation highlighting key learning objectives and the main concepts for each chapter are available for you to use in your classroom. You can either cut and paste sections or use the presentation as a whole.
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Test Bank Files for Import to Learning Management Systems
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Test Item File
Need assistance in supplementing your quizzes and tests? Our test-item files (in Word format) contain many multiple-choice, fill-in-the-blank, and short-answer questions.
Other Supplements
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