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Showing 1 through 3 of 3 results

Launch! Advertising and Promotion in Real Time

by Michael Solomon Lisa Duke Cornell Amit Nizan

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.

Launch! Advertising and Promotion in Real Time

by Michael Solomon Lisa Duke Cornell Amit Nizan

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.

The Nonprofit Fundraising Solution

by Michael Solomon Laurence A. Pagnoni

The nonprofit sector is facing major fundraising challenges. Government cutbacks, shrinking endowments, and business belt-tightening mean revenue shortfalls that could prevent organizations from fulfilling their missions. To survive and ultimately thrive, a nonprofit needs forceful revenue strategies and an organizational culture that champions them. Bridging the gap between theory and practical methods, The Nonprofit Fundraising Solution shows readers how to: * Ensure that executive leadership and board dynamics fully support fundraising initiatives * Build a broad constituency of donors aligned to the mission * Determine the right level of funding diversification * Use tactics such as challenge drives, stretch gifts, and corporate matching; parlor gatherings; leadership councils; year-end drives; corporate partnerships; and major campaigns to power revenue, increase access to wealthy donors, and raise their community profile * Proactively encourage planned giving * Avoid revenue plateaus Full of real-life stories and "casebooks" of the strategies-in-action, this book reveals how any nonprofit can implement advanced fundraising methods and secure the funds they need to excel.

Showing 1 through 3 of 3 results

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