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Launch! : Advertising and Promotion in Real Time

Michael Solomon, Lisa Duke Cornell, and Amit Nizan
February 2009
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This textbook is suitable for the following courses: Advertising and Promotion.

Launch! Advertising and Promotion in Real Time was written in partnership with a real advertising agency. The text explains both the basic principles of advertising and how a campaign actually works (or doesn’t work).

  • In-depth campaign analysis that follows a campaign from initial agency pitch through roll-out of print and media assets to post-campaign analysis.
  • Exposes readers to the theory and concepts of advertising and promotion and the personalities and decisions that drove the example campaign.
  • Realistic perspective on how theory plays out in practice.
  • Customizable.

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The Instructor Manual (in Word format) will help guide you through the main concepts of each chapter such as learning objectives, key terms and takeaways. Many also include explanations and answers to chapter exercises.

Need assistance in supplementing your quizzes and tests? Our test item files (in Word format) contain many true/false, multiple choice, fill in the blanks, and short essay questions.

Solutions manuals, sample exams, video learning segments, workbooks, cases and lab manuals are just some of the extras our books will offer depending on the needs of the course. Click here to see what this textbook offers.

For your convenience, we've packaged our test items for easy import into Learning Management Systems like Blackboard, Brightspace/D2L, Canvas, Moodle, or Respondus.

A PowerPoint presentation highlighting key learning objectives and the main concepts for each chapter are available for you to use in your classroom. You can either cut and paste sections or use the presentation as a whole.

Michael Solomon Saint Joseph's University

Michael R. Solomon, Ph.D. is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University. Previously, he served as the Human Sciences Professor of Consumer Behavior at Auburn University, and as Chairman of the Department of Marketing in the School of Business at Rutgers University. Prof. Solomon's research interests include consumer behavior and lifestyle issues, branding strategy, the symbolic aspects of products, services marketing and the development of visually-oriented online research methodologies. He has published numerous articles on these and related topics in academic journals, and he has delivered invited lectures on these subjects throughout the world. He currently sits on the Editorial Boards of the Journal of Consumer Behavior, the Journal of Retailing, and The European Business Review, and he recently completed an elected six-year term on the Board of Governors of the Academy of Marketing Science. Prof. Solomon has been recognized as one of the fifteen most widely-cited scholars in the academic behavioral sciences/fashion literature, and as one of the ten most productive scholars in the field of advertising and marketing communications. In addition to his academic activities, Prof. Solomon is a frequent contributor to mass media, with feature articles appearing in such magazines as Psychology Today, Gentleman's Quarterly and Savvy. He has been quoted in numerous media, including Allure, Elle, Glamour, Mademoiselle, Mirabella, Newsweek, The New York Times, Self, USA Today, and The Wall Street Journal.

Lisa Duke Cornell University of Florida

Lisa Duke Cornell is an Associate Professor in the Department of Advertising at the University of Florida College of Journalism and Communications. Dr. Duke Cornell joined the advertising department after ten years as an award-winning copywriter and creative supervisor at Long Haymes Carr/Lintas, working on major accounts like Hanes, Planters/Lifesavers, Jefferson-Pilot Insurance, Rich Foods, Wachovia Bank, and Tyson/Holly Farms. She has won numerous industry awards, including “Best of Show” Addys for print and television, as well as recognition by the New York Art Director’s Club and the International Film and Television Festival. Her creative work was also featured as one of Advertising Age’s best commercials of the year. Duke Cornell received her Ph.D. in 1999 from The University of Georgia, where she also earned her master’s degree. The American Association of University Women named her an American Fellow for her research on the role of communications in the socialization and identity development of children and young women. Duke Cornell is also interested in the role of creativity in advertising and in helping facilitate creative solutions to marketing problems. Her research has been published in the Journalism and Mass Communication Quarterly, Journal of Advertising, Psychology and Marketing, Journal of Communication Inquiry and The Annals of the American Academy of Political and Social Science. In 2001, Duke Cornell was recognized as the College of Journalism and Communications’ Teacher of the Year.
Amit nizan

Amit Nizan

Amit Nizan is part of the editorial team at Advertising Age, the leading industry publication, where she curates event content. Previously, she served as Account Manager at TBWA\Chiat\Day and SS+K, both top advertising agencies in New York City. Among her clients were A&E Television Networks, Boots Retail International, Nextel, NASCAR, BlueCross and BlueShield, The Massachusetts Teacher's Association and While at SS+K, Ms. Nizan led the account team, whose “Fuller Spectrum of News” campaign recently received a host of accolades in a range of categories from effectiveness to creativity. Amit Nizan's fascination with communication sprouted from the need to be heard as one of six children growing up in Florida. At the tender age of seven, Ms. Nizan created her first ad: an interpretation of the "Get Met, It Pays" campaign for MetLife featuring Snoopy. It seems Ms. Nizan always had a keen passion to understand marketing messages, how they broke through, and what psychological motivations kept brands top of mind. Nizan earned her B.S. in Advertising from the University of Florida where she met co-author Dr. Lisa Duke Cornell.
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