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Bestseller
BestsellerE-book

Title Launch! advertising and promotion in real time.

Publication Info. Arlington, Virginia : Saylor Academy, [2012]-
Minneapolis : Open Textbook Library
©2012-

Item Status

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