Launch! Advertising and Promotion in Real Time
by Michael Solomon, Lisa Duke Cornell, Amit Nizan
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- 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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Launch! msnbc.com’s First-Ever Branding Campaign
Figure 13.1. Zero Months to Launch!
Once all the planning, preparation, and production was complete, it was time for the campaign to come to life. On April 2, 2007, the first-ever msnbc.com branding campaign launched to the public in TV, print, and online media. Think of this chapter as a campaign portfolio. It will show you the executions and take you through the exact sequence of events as SS+K introduced the “Fuller Spectrum of News” campaign.
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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