Launch! Advertising and Promotion in Real Time

A free online textbook in Marketing: Launch! Advertising and Promotion in Real Time.

WHY IT’S INTERESTING

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.

SERENDIPITYA little unexpected

FamiliarWeird

A CLOSER LOOK

In April 2007, SS+K, an innovative New York City communications agency, launched the first ever branding campaign for msnbc.com with the tag "A Fuller Spectrum of News." Launch! follows that campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis. Throughout, it exposes readers to the theory and concepts of advertising and promotion, and the personalities and decisions that drove this campaign.

Published by Saylor Foundation. The library lists its license as Attribution-NonCommercial-ShareAlike. Open the catalog record to find the full text, formats, reviews, and current reuse terms.

FOLLOW THE EVIDENCE

Open Textbook Library · University of MinnesotaLaunch! Advertising and Promotion in Real Time

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