Book:Solomon, Duke, Nizan, Launch! Advertising and Promotion in Real Time

From TextbookRevolution

Jump to: navigation, search

Bibliographical Data

Title:Launch! Advertising and Promotion in Real Time
Author:Mike Solomon, Lisa Duke, and Amit Nizan
Key words:Advertising, Promotion, Advertising Communications, Marketing Communication
Education Level:Higher Education
License:CC Attribution-Non Commercial-Share Alike (by-nc-sa)
Description:Listen to this podcast of Mike Solomon discussing his textbook and the advertising course for perspective on Launch! Advertising and Promotion in Real Time:

Launch! is written for advertising and promotions courses taught to business school students and journalism & mass communication students.

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 advertising agency, re-launched to the world utilizing a unique “Spectrum” message. 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 how exciting the field of advertising is. And, they consistently learn the perspectives of both the advertising agency (where many journalism and communications students will work) and the client (where many marketing majors will work).

This is a unique book, with a unique perspective, by a unique author team. We think you're going to love it!


Download link:Not Provided