Description

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. 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/ and get a flavor for the exciting field of advertising and promotion. 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/ and you won't find this kind of insight in any other text on the market. We think you're going to love it! This textbook has been used in classes at: Ball State University/ Emerson College/ Florida Institute of Technology/ Grand Valley State University/ Johnson County Community College/ Manchester Business School/ McLennan Community College/ Michigan State University/ North Hennepin Community College/ Pierce College/ Rochester Institute of Technology/ Saint Louis University/ Salem State College/ South Dakota State University/ Texas State University/ Texas Tech University/ University of New Hampshire/ University of North Carolina/ University of Notre Dame/ University of South Florida/ Virginia Tech/ Western Kentucky University.