Advertising and Promotion

Table of Contents

• Licensing Information

• Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client

  • Chapter Introduction
  • Why Launch!?
  • Meet Our Agency Partner: SS+K
  • The Pitch: Win the Account
  • Let’s Meet the Potential Client
  • Exercises

• Chapter 2: A User’s Manual: Advertising, Promotion, and Marketing Essentials

  • Chapter Introduction
  • Advertising Is Old—and Brand New
  • The Four Cornerstones of Marketing: The Four Ps
  • Advertising Industry Structure
  • Exercises

• Chapter 3: Advertising and Society

  • Chapter Introduction
  • Economic Effects of Advertising
  • The Good: Advertising Enhances Our World
  • The Bad: Ethical Hot Buttons
  • Advertising Regulation: Who Looks Out for Us?
  • Exercises

• Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its Consumers

  • Chapter Introduction
  • From Talking to Consumers to Talking with Consumers
  • Is the Medium the Message? Components of Communications
  • Diffusion of Innovations
  • Decision Making
  • Internal Influences on Consumers
  • External Influences on Consumers
  • Culture, Globalization, and Advertising
  • Exercises

• Chapter 5: Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out

  • Chapter Introduction
  • Types of Data
  • Primary Data
  • Secondary Data
  • Physiological Data
  • Using Research to Guide a Successful Launch
  • Exercises

• Chapter 6: Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer

  • Chapter Introduction
  • Segment Your Market: Who’s Out There?
  • Target Your Customer: Who’s Going to Want It?
  • Position Your Brand: Why Will They Want It?
  • Exercises

• Chapter 7: Decide What You Can Afford to Say: msnbc.com Sets the Budget

  • Chapter Introduction
  • Budgeting Methods
  • Share of Voice (SOV)
  • Return on Investment (ROI)
  • Managing a Budget
  • Exercises

• Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief

  • Chapter Introduction
  • The Power of Branding
  • Describe Where You Are: A Strategic Framework
  • Define Where You Want to Go: Set Objectives
  • Decide How You’ll Get There: Create a Strategy
  • The Creative Brief
  • Exercises

• Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics

  • Chapter Introduction
  • Integrated Marketing Communications: United We Stand
  • Elements of the Promotional Mix: The Advertiser’s Trusty Tools
  • Create the Promotional Plan
  • Exercises

• Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message

  • Chapter Introduction
  • Traditional Advertising Media
  • New Media
  • Media Strategy
  • Exercises

• Chapter 11: Execute on All Platforms: SS+K Goes into Production Overdrive

  • Chapter Introduction
  • Execute on Media Platforms
  • How Do We Know What Worked? Evaluating Ad Executions
  • Exercises

• Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story

  • Chapter Introduction
  • Keys to Superior Advertising
  • Types of Appeals: How Ads Generate Resonance
  • Executional Frameworks: How Ads Generate Relevance
  • The Creative Team
  • Exercises

• Chapter 13: Launch! msnbc.com’s First-Ever Branding Campaign

  • Chapter Introduction
  • msnbc.com: A Campaign Portfolio
  • Logo
  • Print
  • TV
  • Online Banners
  • Screensaver
  • NewsBreaker Game
  • NewsBreaker Live
  • E-mail Blast
  • Spectrum Home Page

• Chapter 14: ROI: msnbc.com Decides if the Campaign Worked

  • Chapter Introduction
  • ROI: Show Me the Money
  • ROI for Broadcast and Print Media
  • ROI for Alternative Media
  • Exercises