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Launch! Advertising and Promotion in Real Time

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From the publisher: Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & 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. Originally published at https://open.umn.edu/opentextbooks/textbooks/launch-advertising-and-promotion-in-real-time.

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  • Launch! Advertising and Promotion in Real Time

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Table of contents

  • Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client
    Chapter 2: A User's Manual: Advertising, Promotion, and Marketing Essentials
    Chapter 3: Advertising and Society
    Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its Consumers
    Chapter 5: Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out
    Chapter 6: Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer
    Chapter 7: Decide What You Can Afford to Say: msnbc.com Sets the Budget
    Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief
    Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics
    Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client's New Branding Message
    Chapter 11: Execute on All Platforms: SS+K Goes into Production Overdrive
    Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story
    Chapter 13: Launch! msnbc.com's First-Ever Branding Campaign
    Chapter 14: ROI: msnbc.com Decides if the Campaign Worked

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  • ISBN 13: 9780982043028

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MLA citation style (9th ed.)

Solomon, Michael, Duke Cornell, Lisa, and Nizan, Amit. Launch! Advertising and Promotion In Real Time. Saylor Foundation. palsave.hykucommons.org/concern/oers/bf0a91fb-b8ed-43fc-9120-d702b633b507?locale=en.

APA citation style (7th ed.)

S. Michael, D. C. Lisa, & N. Amit. Launch! Advertising and Promotion in Real Time. https://palsave.hykucommons.org/concern/oers/bf0a91fb-b8ed-43fc-9120-d702b633b507?locale=en

Chicago citation style (CMOS 17, author-date)

Solomon, Michael, Duke Cornell, Lisa, and Nizan, Amit. Launch! Advertising and Promotion In Real Time. Saylor Foundation. https://palsave.hykucommons.org/concern/oers/bf0a91fb-b8ed-43fc-9120-d702b633b507?locale=en.

Note: These citations are programmatically generated and may be incomplete.

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