- Book Options and Supplements
- About the Authors
- Acknowledgments
- Preface
- Chapter 1: Meet SS+K: A Real Agency Pitches a Real ClientPrint Chapter|
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- Chapter 2: A User’s Manual: Advertising, Promotion and Marketing EssentialsPrint Chapter|
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- Chapter 3: Advertising and SocietyPrint Chapter|
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- Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its ConsumersPrint Chapter|
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- Section 1: From Talking to Consumers to Talking With Consumers
- Section 2: Is the Medium the Message? Components of Communications
- Section 3: Diffusion of Innovations
- Section 4: Decision Making
- Section 5: Internal Influences on Consumers
- Section 6: External Influences on Consumers
- Section 7: Culture, Globalization, and Advertising
- Section 8: Exercises
- Chapter 5: Know Your Audience: SS+K Learns All About msnbc.com, Inside and OutPrint Chapter|
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- Chapter 6: Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News ConsumerPrint Chapter|
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- Chapter 7: Decide What You Can Afford to Say: msnbc.com Sets the BudgetPrint Chapter|
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- Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the BriefPrint Chapter|
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- Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media TacticsPrint Chapter|
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- Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding MessagePrint Chapter|
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- Chapter 11: Execute on All Platforms: SS+K Goes into Production OverdrivePrint Chapter|
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- Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand StoryPrint Chapter|
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- Chapter 13: Launch! msnbc.com’s First-Ever Branding CampaignPrint Chapter|
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- Chapter 14: ROI: msnbc.com Decides if the Campaign WorkedPrint Chapter|
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Why Launch!?
Learning Objective
After studying this section, students should be able to do the following:
Recognize the bold new approach for delivering information to today’s college students (aka digital natives) that Flat World Knowledge (FWK) creates.
The textbook publishing industry is undergoing staggering change as many traditional business models and practices quickly lose relevance. Peer-to-peer textbook trading networks, online used-book sellers, and a gray market that allows low-priced international editions to displace expensive U.S. texts push publishers to reconsider outmoded ways of delivering content. Likewise, the digital natives who make up our university student bodies (that’s you!) inspire educators to think about the transfer of knowledge in exciting new ways.
How do we best communicate the most current thinking in our disciplines to students who expect up-to-the-minute information at a keystroke and who view educational materials as community—indeed, world—resources that can and should be freely shared and interactively constructed?
Enter Flat World Knowledge (FWK), an innovative, open source publishing company. We’ve created a new kind of text—one premised on the idea that college course material can wield wider influence and be of greatest public benefit as it becomes easily and inexpensively available to anyone with a desire to learn.
Figure 1.2.

Knowledge in a Flat World…Choose only what you want. Pay only for what you use.
Launch! Advertising and Promotion in Real Time is the first free, open source text for advertising and marketing classes. A new alternative to introductory texts that can cost into three figures and provide information that is extraneous or outdated, Launch! offers a basic text at no cost to students. Instead, we generate revenue through individually priced materials such as discretionary hard copies of the text (for those of you who still like to mark up your book the old-fashioned way), study guides, podcasts and streaming interviews (à la iTunes), user-generated content, advertising sales, and corporate sponsorships.
There’s something else that’s really unique and cool about Launch! Welcome to the first advertising textbook written in partnership with a real-life advertising agency. It’s fine to talk about ad campaigns from the past, but we’d rather hear about one from the horse’s mouth—while it’s still happening. We’re going to teach you about the ad biz the way you’ll learn it if you choose to make it your career (and we hope you do). None of that shiny, happy, “talking heads” stuff; we’re going to take the gloves off and show you how a campaign works (and sometimes doesn’t) from the vantage point of the people who have to do it every day. Prepare to Launch!

Citation Information
APA Format:Solomon, Michael., Duke Cornell, Lisa., and Nizan, Amit., Launch! Advertising and Promotion in Real Time. Retrieved Sep 2, 2010 from http://www.flatworldknowledge.com/node/28421 .
MLA Format:Solomon, Michael, Duke Cornell, Lisa, , and Amit Nizan. Launch! Advertising and Promotion in Real Time. 1969 . Flat World Knowledge. 2 Sep, 2010. <http://www.flatworldknowledge.com/node/28421> .
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Drag-and-drop chapters into a new table of contents that suits your syllabus. Resequence and delete down to the section level!
Even better: Annotate content at the paragraph level, giving you fine grained control over the content to suit your exact needs.
Another benefit: No more being forced to switch to new editions. Ever. You move to new editions when you have time and when you see merit. Not when we do.
We have more to do: More cool features in the works, like adding your own authored content, as well as editing existing content all the way to the sentence level. Stay tuned.
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