Launch! : Advertising and Promotion in Real Time - Couverture souple

Michael Solomon, Lisa Duke Cornell, And Amit Nizan

Couverture souple

ISBN 10 : 1936126095 ISBN 13 : 9781936126095

Editeur : Flat World Knowledge, 2009

Synopsis

This book is the first of its kind to teach advertising concepts by reverse engineering a real advertising campaign from beginning to end. 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. The book takes a rare look "behind the curtain" - even letting you see some of the paths not chosen by the agency and client. Students get a realistic sense of how theory plays out in practice. They get a flavor for the exciting field of advertising. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where man

Détails de l'édition

• Éditeur: Flat World Knowledge
• Date d'édition: 2009
• Langue: anglais
• ISBN 10: 1936126095
• ISBN 13: 9781936126095
• Reliure: Broché
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible