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Launch! Advertising and Promotion in Real Time

        

Launch! Advertising and Promotion in Real Time

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"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... More
Material Type: Open Textbook
Technical Format: PDF
Date Added to MERLOT: February 15, 2010
Date Modified in MERLOT: July 23, 2015
Authors:
Submitter: Cathy Swift

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Primary Audience: College Lower Division, College Upper Division
Mobile Compatibility: Not specified at this time
Technical Requirements:  
Language: English
Cost Involved: no
Source Code Available: unsure
Accessiblity Information Available: yes
Creative Commons: Creative Commons License
This work is licensed under a Attribution-NonCommercial-ShareAlike 3.0 United States
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