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Launch! advertising and promotion in real time.
- Format:
- Book
- Series:
- Open Textbook Library.
- Open textbook library.
- Language:
- English
- Subjects (All):
- Advertising--Textbooks.
- Advertising.
- Sales promotion--Textbooks.
- Sales promotion.
- Marketing--Textbooks.
- Marketing.
- Genre:
- Textbooks.
- Physical Description:
- 1 online resource : illustrations, portraits.
- Updated irregularly.
- Distribution:
- Minneapolis : Open Textbook Library.
- Other Title:
- Advertising and promotion in real time.
- Place of Publication:
- Arlington, Virginia : Saylor Academy, [2012]-
- System Details:
- Mode of access: World Wide Web.
- text file
- Summary:
- "Launch! is written for advertising and promotions courses taught to students in the business school and journalism and mass communication students. This textbook is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end."--Open Textbook Library.
- Contents:
- Meet SS+K: A Real Agency Pitches a Real Client
- A User's Manual: Advertising, Promotion, and Marketing Essentials
- Advertising and Society
- Consumers and the Communications Process: SS+K Gets to Know Its Consumers
- Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out
- Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer
- Decide What You Can Afford to Say: msnbc.com Sets the Budget
- Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief
- Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics
- Plan and Buy Media: SS+K Chooses the Right Media for the Client's New Branding Message
- Execute on All Platforms: SS+K Goes into Production Overdrive
- Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story
- Launch! msnbc.com's First-Ever Branding Campaign
- ROI: msnbc.com Decides if the Campaign Worked
- Notes:
- Includes bibliographical references.
- This bibliographic record is available under the Creative Commons CC0 "No Rights Reserved" license.
- Description based on online version, v. 1.0, 2012; Title from OTL website (viewed on July 22, 2016)
- ISBN:
- 0982043023
- 9780982043028
- OCLC:
- 953869373
- Access Restriction:
- Open Access Unrestricted online access
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