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This new edition continues to give students a foundation in the principles of digital audience engagement and data metrics across platforms, preparing them to adapt to the quickly evolving world of digital media. It takes students through the processes of social listening, strategic design, creative engagement, and evaluation, with expert insights from social media professionals. Thoroughly updated, this second edition includes: • new strategies to guide students in the initial campaign planning phase • added content on influencers, social care teams, and newsjacking • coverage of research evaluation, the implications of findings, and articulating the ROI • expanded discussion of ethical considerations in campaign design and data collection and analysis. The book is suited to both undergraduate and post-graduate students as a primary text for courses in social/digital media marketing and public relations or a secondary text in broader public relations and marketing campaign planning and writing courses. Accompanying online resources include chapter reviews with suggestions for further resources; instructor guides; in-class exercises; a sample syllabus, assignments, and exams; and lecture slides. Visit www.routledge.com/9780367896201
Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students. This textbook 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, and get a flavor for the exciting field of advertising and promotion. 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. We think you're going to love it! This textbook has been used in classes at: Ball State University, Emerson College, Florida Institute of Technology, Grand Valley State University, Johnson County Community College, Manchester Business School, McLennan Community College, Michigan State University, North Hennepin Community College, Pierce College, Rochester Institute of Technology, Saint Louis University, Salem State College, South Dakota State University, Texas State University, Texas Tech University, University of New Hampshire, University of North Carolina, University of Notre Dame, University of South Florida, Virginia Tech, Western Kentucky University.
Rebel Literacy is a look at Cuba's National Literacy Campaign of 1961 in historical and global contexts. The Cuban Revolution cannot be understood without a careful study of Cuba's prior struggles for national sovereignty. Similarly, an understanding of Cuba's National Literacy Campaign demands an inquiry into the historical currents of popular movements in Cuba to make education a right for all. The scope of this book, though, does not end with 1961 and is not limited to Cuba and its historical relations with Spain, the United States, and the former Soviet Union. Nearly 50 years after the Year of Education in Cuba, the Literacy Campaign's legacy is evident throughout Latin America and the 'Third World.' A world-wide movement today continues against neoliberalism and for a more humane and democratic global political economy. It is spreading literacy for critical global citizenship, and Cuba's National Literacy Campaign is a part of the foundation making this global movement possible. The author collected about 100 testimonies of participants in the Campaign, and many of their stories and perspectives are highlighted in one of the chapters. Theirs are the stories of perhaps the world's greatest educational accomplishment of the 20th Century, and critical educators of the 21st Century must not overlook the arduous and fruitful work that ordinary Cubans, many in their youth, contributed toward a nationalism and internationalism of emancipation.