Description |
1 online resource : illustrations, portraits. |
Current Frequency |
Updated irregularly. |
Description |
data file |
Physical Medium |
polychrome |
Series |
Open textbook library
|
|
Open Textbook Library.
|
Bibliography |
Includes bibliographical references. |
Note |
This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 License without attribution as requested by the work's original creator or licensee. |
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. |
System Details |
Mode of access: World Wide Web. |
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. |
Local Note |
Open Educational Resources (OER). Open Textbooks |
|
Open Textbook Library |
Subject |
Advertising -- Textbooks.
|
|
Advertising -- Textbooks. |
|
Sales promotion -- Textbooks.
|
|
Sales promotion. |
Genre/Form |
Textbooks.
|
Subject |
Marketing -- Textbooks.
|
|
Marketing. |
|
Advertising. |
Genre/Form |
Textbooks.
|
Added Title |
Advertising and promotion in real time |
ISBN |
9780982043028 |
|
0982043023 |
|