Launch! Advertising and Promotion in Real Time

Listen to this podcast of Mike Solomon discussing his textbook and the advertising course for insight on Launch! Advertising and Promotion in Real Time. Or meet Amit Nizan, co-author, and learn about the unique perspective she brings to this text.


Launch! is written for advertising and promotions courses taught to students in the business school 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 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. They get a flavor for the exciting field of advertising. 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!

Table of Contents
Publication Date: Mar 2009
License: Creative Commons
ISBN 10: 0-9820430-2-3
ISBN 13: 978-0-9820430-2-8
Educator's Tools

Adopt

Ready to adopt? We’ll walk you through a quick & simple process. You’ll be good to go!

Customize

Click. Customize. Adopt. Easy. Make the power of our open textbooks work for you!

Request Review Copy

Prefer to review a print copy vs. reading online? Click. Ask. It’s on the way.

View Supplements

Validated instructors can access test banks, .ppt slides, instructor manuals, & more.

Contact a Representative

Need something? Ask away. We like talking about our open textbooks. A lot.

Our open license lets you customize, remix, tweak, and build upon our work non-commercially, so long as you credit our authors and us, and license your new creations under identical terms. So go ahead and make the power of “open” work for you.
Creative Commons BY-NC-SA 3.0