"What corporations fear most are consumers who ask questions. Naomi Klein offers us the arguments with which to take on the superbrands." Billy Bragg from the bookjacket.

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.

A concise and affordable resource for the mass communication course, Media Essentials provides a flexible, informative, and relevant breakdown of what the media is, how it works, and how it impacts today’s most talked-about subjects. From #metoo to content streaming to social media and politics, students learn how a wide variety of recent developments have impacted the mass-media landscape—and how past innovation and change have informed our current media world. Media Essentials is available with LaunchPad, a robust online platform designed to help students fully engage with course content—and with the world of mass media. From our acclaimed LearningCurve adaptive quizzing, which helps students learn and retain concepts, to compelling features like an interactive e-book and a variety of entertaining and thought-provoking video clips, LaunchPad gets students connected with—and interested in—the information they need to succeed in class.

The Oxford Dictionary of English Grammar is a straightforward and accessible A-Z guide to the diverse and often complex terminology of English grammar. It contains over 1,600 entries with clear and concise definitions, enhanced by numerous example sentences, as well as relevant quotations from the scholarly literature of the field. This second edition is written and edited by Professor Bas Aarts of University College London, writer of the acclaimed Oxford Modern English Grammar. It has been fully revised and updated, with particular attention paid to refreshing the example sentences included within the text. There are over 150 new entries that cover current terminology which has arisen since the publication of the first edition, and there are also new entries on the most important English grammars published since the start of the 20th century. Hundreds of new cross-references enhance the user-friendly nature of the text, and the list of works cited has been thoroughly updated to reflect the current state of the field. A short appendix of web links has been added. All in all, this Dictionary is an invaluable guide to English grammar for all students and teachers of the subject, as well as all those with an informed interest in the English language.

Exploring the core principles that drive advertising, this book goes beyond academic theory. The authors present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's real life. Every chapter concludes with a learning exercise.