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"Launch! Advertising and Promotion in Real Time" icon

Launch! Advertising and Promotion in Real Time

"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 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... Show More


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