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019 1090455505|a1097989159
020 9780982043028
020 0982043023
035 (OCoLC)953869373|z(OCoLC)1090455505|z(OCoLC)1097989159
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245 00 Launch! advertising and promotion in real time.
246 30 Advertising and promotion in real time
264 1 Arlington, Virginia :|bSaylor Academy,|c[2012]-
264 2 Minneapolis :|bOpen Textbook Library
264 4 |c©2012-
300 1 online resource :|billustrations, portraits.
310 Updated irregularly.
336 text|btxt|2rdacontent
337 computer|bc|2rdamedia
338 online resource|bcr|2rdacarrier
340 |gpolychrome|2rdacc
347 data file|2rda
490 1 Open textbook library
500 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.
504 Includes bibliographical references.
505 0 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.
520 "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.
538 Mode of access: World Wide Web.
588 This bibliographic record is available under the Creative
Commons CC0 "No Rights Reserved" license.
588 0 Online version, v. 1.0, 2012; title from OTL website
(viewed on July 22, 2016).
590 Open Educational Resources (OER). Open Textbooks
590 |bOpen Textbook Library
650 0 Advertising|xTextbooks.|0https://id.loc.gov/authorities/
subjects/sh00005212
650 0 Sales promotion|0https://id.loc.gov/authorities/subjects/
sh85116738|vTextbooks.|0https://id.loc.gov/authorities/
subjects/sh99001753
650 0 Marketing|0https://id.loc.gov/authorities/subjects/
sh85081333|vTextbooks.|0https://id.loc.gov/authorities/
subjects/sh99001753
650 7 Advertising|xTextbooks.|2fast|0https://id.worldcat.org/
fast/1199785
650 7 Sales promotion.|2fast|0https://id.worldcat.org/fast/
1103868
650 7 Marketing.|2fast|0https://id.worldcat.org/fast/1010167
650 7 Advertising.|2fast|0https://id.worldcat.org/fast/797511
655 7 Textbooks.|2fast|0https://id.worldcat.org/fast/1423863
655 7 Textbooks.|2lcgft|0https://id.loc.gov/authorities/
genreForms/gf2014026191
830 0 Open Textbook Library.
856 40 |uhttps://open.umn.edu/opentextbooks/textbooks/23|zOnline
textbook via the Open Textbook Library.
901 MARCIVE 20231220
948 |d20221222|cOpenTextbook|tadd 988 July2021-June2022|lridw
948 |d20210720|cOpenTextbook|tinitial load 827|lridw
994 92|bRID
