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  1. 14841

    Launch! Advertising and Promotion in Real Time by Solomon, Michael, Cornell, Lisa Duke, Nizan, Amit

    Published 2009
    Table of Contents: “…Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client -- Chapter 2: A User's Manual: Advertising, Promotion, and Marketing Essentials -- Chapter 3: Advertising and Society -- Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its Consumers -- Chapter 5: Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out -- Chapter 6: Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer -- Chapter 7: Decide What You Can Afford to Say: msnbc.com Sets the Budget -- Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief -- Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics -- Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client's New Branding Message -- Chapter 11: Execute on All Platforms: SS+K Goes into Production Overdrive -- Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story -- Chapter 13: Launch! …”
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