Launch! Advertising and Promotion in Real Time PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download Launch! Advertising and Promotion in Real Time PDF full book. Access full book title Launch! Advertising and Promotion in Real Time by Michael Solomon. Download full books in PDF and EPUB format.
Author: Michael Solomon Publisher: Flat World Knowledge ISBN: 0982043023 Category : Advertising Languages : en Pages : 316
Book 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.
Author: Michael Solomon Publisher: Flat World Knowledge ISBN: 0982043023 Category : Advertising Languages : en Pages : 316
Book 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.
Author: David Ogilvy Publisher: Vintage ISBN: 0804170053 Category : Social Science Languages : en Pages : 613
Book Description
A candid and indispensable primer on all aspects of advertising from the man Time has called "the most sought after wizard in the business." Told with brutal candor and prodigal generosity, David Ogilvy reveals: • How to get a job in advertising • How to choose an agency for your product • The secrets behind advertising that works • How to write successful copy—and get people to read it • Eighteen miracles of research • What advertising can do for charities And much, much more.
Author: Dawn McMillan Publisher: Oratia Media Ltd ISBN: 1877514578 Category : Fiction Languages : en Pages : 32
Book Description
I need a new bum! Mine's got a crack. I can see in the mirror a crack in the back. What to do when you need a new bum? Should you get one that's blue or yellow spotted? A Chevy bum, a rocket bum that's all fire and thrust, or a robo-bum? The options are endless - but wait, Dad's bum crack is showing too? Maybe this is contagious.
Author: Claude C. Hopkins Publisher: Laurus ISBN: Category : Advertising Languages : en Pages : 230
Book Description
This book is not written as a personal history, but as a business story. I have tried to avoid trivialities and to confine myself to matters of instructive interest. The chief object behind every episode is to offer helpful suggestions to those who will follow me. And to save them some of the midnight groping which I did. One night in Los Angeles I told this story to Ben Hampton, writer, publisher, and advertising man. He listened for hours without interruption, because he saw in this career so much of value to beginners. He never rested until he had my promise to set down the story for publication. He was right. Any man who by a lifetime of excessive application learns more about anything than others owes a statement to successors. The results of research should be recorded. Every pioneer should blaze his trail. That is all I have tried to do. When this autobiography was announced as a serial many letters of protest came to me. Some of them came from the heads of big businesses which I had served. Behind them appeared the fear that I would claim excessive credit to the hurt of others' pride. I rewrote some of the chapters to eliminate every possible cause for such apprehensions.
Author: Anne Cronin Publisher: Routledge ISBN: 1135141495 Category : Social Science Languages : en Pages : 167
Book Description
Advertising is often portrayed negatively, as corrupting a mythically pure relationship between people and things. In Advertising Myths Anne Cronin argues that it is better understood as a 'matrix of transformation' that performs divisions in the social order and arranges classificatory regimes. Focusing on consumption controversies, Cronin contends that advertising is constituted of 'circuits of belief' that flow between practitioners, clients, regulators, consumers and academics. Controversies such as those over tobacco and alcohol advertising, she argues, distil these beliefs and articulate with programmes of social engineering aimed at altering consumption patterns. This book will be essential reading for students and academics of advertising and consumption.
Author: Iddo Tavory Publisher: University of Chicago Press ISBN: 0226820181 Category : Business & Economics Languages : en Pages : 210
Book Description
"The advertising industry seems like one of the most craven manifestations of capitalism, with large firms crafting creative concepts designed to make big companies bigger through the sale of dubious if not downright harmful products. In Tangled Goods, authors Iddo Tavory, Sonia Prelat, and Shelly Ronen consider an important dimension of the advertising industry that appears to depart from the industry's consumerist foundations: pro bono ad campaigns. Interviewing more than 100 advertisers, the authors trace the complicated web of meanings of the "good" in these pro bono projects. Doing something altruistic often helps employees feel more at ease working for big pharma or corporate banks, and often these projects afford them greater creative leeway than they normally have, not to mention greater potential rewards and recognition. Though the authors uncover selfish motivations behind altruistic work, they are more interested in considering how these various notions of the good come together and fall apart, with different motivations and benefits rising to the surface at different moments. This book sheds new light on how goodness and prestige, personal and altruistic motivations, interact to produce value for individuals and institutions"--
Author: Michael Solomon
Author: Michael Solomon
Author: David Ogilvy
Author: Library of Advertising
Author: Dawn McMillan
Author: Claude C. Hopkins
Author: Anne Cronin
Author: Axel Petrus Johnson
Author: Iddo Tavory
Author: National Register Publishing
Author: