Launch! Advertising and Promotion in Real Time

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Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students.

Description from LibreTexts.

Publisher
LibreTexts
Subjects
Business, Marketing
Licence
CC BY-NC-SA 3.0, as LibreTexts states it. Non-commercial use only.
Who can read
Tweens profiles and older, judged from its title and subjects

Contents

LibreTexts writes equations in TeX, and here they show as TeX; the PDF has them typeset.

  1. Front Matter
  2. TitlePage
  3. InfoPage
  4. Table of Contents
  5. Licensing
  6. 1: Meet SS+K - A Real Agency Pitches a Real Client
  7. 1.2: Meet Our Agency Partner- SS+K
  8. 1.3: The Pitch - Win the Account
  9. 1.4: Let's Meet the Potential Client
  10. 1.5: Exercises
  11. 2: A User's Manual- Advertising, Promotion, and Marketing Essentials
  12. 2.1: Chapter Introduction
  13. 2.2: Advertising Is Old - and Brand New
  14. 2.3: The Four Cornerstones of Marketing- The Four Ps
  15. 2.4: Advertising Industry Structure
  16. 2.5: Exercises
  17. 3: Advertising and Society
  18. 3.1: Chapter Introduction
  19. 3.2: Economic Effects of Advertising
  20. 3.3: The Good - Advertising Enhances Our World
  21. 3.4: The Bad - Ethical Hot Buttons
  22. 3.5: Advertising Regulation- Who Looks Out for Us?
  23. 3.6: Exercises
  24. 4: Consumers and the Communications Process- SS+K Gets to Know Its Consumers
  25. 4.1: Chapter Introduction
  26. 4.2: From Talking to Consumers to Talking with Consumers
  27. 4.3: Is the Medium the Message? Components of Communications
  28. 4.4: Diffusion of Innovations
  29. 4.5: Decision Making
  30. 4.6: Internal Influences on Consumers
  31. 4.7: External Influences on Consumers
  32. 4.8: Culture, Globalization, and Advertising
  33. 4.9: Exercises
  34. 5: Know Your Audience- SS+K Learns All About msnbc.com, Inside and Out
  35. 5.1: Chapter Introduction
  36. 5.2: Types of Data
  37. 5.3: Primary Data
  38. 5.4: Secondary Data
  39. 5.5: Physiological Data
  40. 5.6: Using Research to Guide a Successful Launch
  41. 5.7: Exercises
  42. 6: Segment, Target, and Position Your Audience - SS+K Identifies the Most Valuable News Consumer
  43. 6.1: Chapter Introduction
  44. 6.2: Segment Your Market- Who's Out There?
  45. 6.3: Target Your Customer - Who's Going to Want It?
  46. 6.4: Position Your Brand- Why Will They Want It?
  47. 6.5: Exercises
  48. 7: Decide What You Can Afford to Say - msnbc.com Sets the Budget
  49. 7.1: Chapter Introduction
  50. 7.2: Budgeting Methods
  51. 7.3: Share of Voice (SOV)
  52. 7.4: Return on Investment (ROI)
  53. 7.5: Managing a Budget
  54. 7.6: Exercises
  55. 8: Create a Strategy - SS+K Puts Its Research to Use as the Agency Creates the Brief
  56. 8.1: Chapter Introduction
  57. 8.2: The Power of Branding
  58. 8.3: Describe Where You Are - A Strategic Framework
  59. 8.4: Define Where You Want to Go - Set Objectives
  60. 8.5: Decide How You'll Get There - Create a Strategy
  61. 8.6: The Creative Belief
  62. 8.7: Exercises
  63. 9: Choose Your Communication Weapons - SS+K Decides Upon a Creative Strategy and Media Tactics
  64. 9.1: Chapter Introduction
  65. 9.2: Integrated Marketing Communications - United We Stand
  66. 9.3: Elements of the Promotional Mix - The Advertiser's Trusty Tools
  67. 9.4: Create the Promotional Plan
  68. 9.5: Exercises
  69. 10: Plan and Buy Media - SS+K Chooses the Right Media for the Client's New Branding Message
  70. 10.1: Chapter Introduction
  71. 10.2: Traditional Advertising Media
  72. 10.3: New Media
  73. 10.4: Media Strategy
  74. 10.5: Exercises
  75. 11: Execute on All Platforms - SS+K Goes into Production Overdrive
  76. 11.1: Chapter Introduction
  77. 11.2: Execute on Media Platforms
  78. 11.3: How Do We Know What Worked? Evaluating Ad Executions
  79. 11.4: Exercises
  80. 12: Make the Message Sell - SS+K Ensures that All Components Tell the Brand Story
  81. 12.1: Chapter Introduction
  82. 12.2: Keys to Superior Advertising
  83. 12.3: Types of Appeals - How Ads Generate Resonance
  84. 12.4: Executional Frameworks - How Ads Generate Relevance
  85. 12.5: The Creative Team
  86. 12.6: Exercises
  87. 13: Launch! msnbc.com’s First-Ever Branding Campaign
  88. 13.1: Chapter Introduction
  89. 13.2: msnbc.com - A Campaing Portfolio
  90. 13.3: Logo
  91. 13.4: Print
  92. 13.5: TV
  93. 13.6: Online Banners
  94. 13.7: Screensaver
  95. 13.8: NewsBreaker Game
  96. 13.9: NewsBreaker Live
  97. 13.10: E-mail Blast
  98. 13.11: Spectrum Home Page
  99. 14: ROI - msnbc.com Decides if the Campaign Worked
  100. 14.1: Chapter Introduction
  101. 14.2: ROI - Show Me the Money
  102. 14.3: ROI for Broadcast and Print Media
  103. 14.4: ROI for Alternative Media
  104. 14.5: Exercises
  105. Back Matter
  106. Index
  107. Glossary
  108. Detailed Licensing