Launch! : Advertising and Promotion in Real TimeVersion 1.0 By: Michael Solomon, Lisa Duke Cornell, and Amit Nizan
- 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.
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).
The Instructor Manual guides you through the main concepts of each chapter and important elements such as learning objectives, key terms, and key takeaways. Can include answers to chapter exercises, group activity suggestions, and discussion questions.
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