Launch! Advertising and Promotion in Real Time
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...
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| Main Authors: | , , |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
[Place of publication not identified]
Saylor Foundation
[2009]
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| Series: | Open textbook library.
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| Subjects: | |
| Online Access: | Access online version |
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Table of Contents:
- Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client
- Chapter 2: A User's Manual: Advertising, Promotion, and Marketing Essentials
- Chapter 3: Advertising and Society
- Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its Consumers
- Chapter 5: Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out
- Chapter 6: Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer
- Chapter 7: Decide What You Can Afford to Say: msnbc.com Sets the Budget
- Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief
- Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics
- Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client's New Branding Message
- Chapter 11: Execute on All Platforms: SS+K Goes into Production Overdrive
- Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story
- Chapter 13: Launch! msnbc.com's First-Ever Branding Campaign
- Chapter 14: ROI: msnbc.com Decides if the Campaign Worked