- Book Options and Supplements
- About the Authors
- Acknowledgments
- Preface
- Chapter 1: Meet SS+K: A Real Agency Pitches a Real ClientPrint Chapter|
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- Chapter 2: A User’s Manual: Advertising, Promotion and Marketing EssentialsPrint Chapter|
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- Chapter 3: Advertising and SocietyPrint Chapter|
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- Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its ConsumersPrint Chapter|
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- Section 1: From Talking to Consumers to Talking With Consumers
- Section 2: Is the Medium the Message? Components of Communications
- Section 3: Diffusion of Innovations
- Section 4: Decision Making
- Section 5: Internal Influences on Consumers
- Section 6: External Influences on Consumers
- Section 7: Culture, Globalization, and Advertising
- Section 8: Exercises
- Chapter 5: Know Your Audience: SS+K Learns All About msnbc.com, Inside and OutPrint Chapter|
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- Chapter 6: Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News ConsumerPrint Chapter|
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- Chapter 7: Decide What You Can Afford to Say: msnbc.com Sets the BudgetPrint Chapter|
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- Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the BriefPrint Chapter|
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- Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media TacticsPrint Chapter|
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- Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding MessagePrint Chapter|
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- Chapter 11: Execute on All Platforms: SS+K Goes into Production OverdrivePrint Chapter|
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- Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand StoryPrint Chapter|
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- Chapter 13: Launch! msnbc.com’s First-Ever Branding CampaignPrint Chapter|
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- Chapter 14: ROI: msnbc.com Decides if the Campaign WorkedPrint Chapter|
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Acknowledgments
The authors would like to thank the following colleagues who have reviewed the text and provided comprehensive feedback and suggestions for improving the material:
| Neil Alperstein | Loyola College |
| William Arden | Augsburg College |
| Dan Bagley | University of South Florida |
| Carl Bergemann | Arapahoe Community College |
| Samuel Bradley | Texas Tech University |
| Rusty Brooks | Houston Baptist University |
| Janice Bukovac-Phelps | Michigan State University |
| Yolanda Cal | Florida International University–BBC campus |
| Patrali Chatterjee | Montclair State University |
| Sudhir Chawla | Angelo State University |
| David Fleming | University of South Florida |
| Traci Freling | University of Texas–Arlington |
| S. J. Garner | Eastern Kentucky University |
| John Gaskins | Longwood University |
| Donna Gray | Butler University |
| Jacqueline Kacen | University of Houston |
| Dee Knight | University of North Texas |
| Barbara Lafferty | University of South Florida |
| Dana Lanham | University of North Carolina at Charlotte |
| Aron Levin | Northern Kentucky University |
| Michael McBride | Texas State University–San Marcos |
| Donn Miller-Kermani | Brevard Community College |
| Jay Mower | University of Houston |
| Darrel Muehling | Washington State University |
| Tom Mueller | University of Florida |
| Alex Ortiz | Texas Tech University |
| Judy Oskam | Texas State University |
| Becky Parker | McLennan Community College |
| Nadia Pomirleanu | University of Central Florida |
| Don Purdy | University at Albany |
| Jodi Radosh | Alvernia College |
| Richard Reso | Tulane University |
| Kim Richmond | Saint Joseph's University |
| Sonny Smith | College of DuPage |
| Barry Solomon | Florida State University |
| Melissa St. James | California State University–Dominguez Hills |
| Jorge Villegas | University of Florida |
| Rod Warnick | University of Massachusetts–Amherst |
| Irene Wheeler | Central Virginia Community College |
| Janice Williams | University of Central Oklahoma |
| Janice Xu | Cabrini College |
| Sukki Yoon | Bryant University |
In addition, a select group of instructors assisted the development of this material by actually using it in their classrooms. Their input, along with their students’ feedback, has provided us critical confirmation that the material is effective and impactful in the classroom:
| Audrey Ashton-Savage | University of New Hampshire |
| Carl Bergemann | Arapahoe Community College |
| Rusty Brooks | Houston Baptist University |
| Margaret Bruce | Manchester Business School |
| Yolanda Cal | Florida International University–BBC campus |
| Curtis Matthews | Texas Tech University |
| Wendy Maxian | Texas Tech University |
| Robert Meeds | Texas Tech University |
| Donn Miller-Kermani | Florida Institute of Technology |
| Tom Mueller | University of Florida |
| Becky Parker | McLennan Community College |
| Anthony Racka | Siena Heights University |
| Jodi Radosh | Alvernia University |
| Richard Reso | Tulane University |
| Melissa St. James | California State University–Dominguez Hills |
| Jorge Villegas | University of Florida |
| Marc Weinberger | University of Massachusetts |
| Janice Xu | Cabrini University |
| Judith Zolkiewski | Manchester Business School |
The authors also appreciate the efforts of a fine group of instructors who have assisted the project by developing supplementary materials:
Rusty Brooks, Houston Baptist University, developed the Instructor’s Manual, Test Item File, Student Quizzes, and PowerPoint Lecture Slides.
Kim Richmond, Saint Joseph’s University, developed the Video Learning Segments and contributed visual and video segments to the text.

Citation Information
APA Format:Solomon, Michael., Duke Cornell, Lisa., and Nizan, Amit., Launch! Advertising and Promotion in Real Time. Retrieved Sep 2, 2010 from http://www.flatworldknowledge.com/node/28421 .
MLA Format:Solomon, Michael, Duke Cornell, Lisa, , and Amit Nizan. Launch! Advertising and Promotion in Real Time. 1969 . Flat World Knowledge. 2 Sep, 2010. <http://www.flatworldknowledge.com/node/28421> .
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