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Launch! Advertising and Promotion in Real Time by Michael Solomon, Lisa Duke Cornell, Amit Nizan prev next

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Table of Contents

Key Terms

About the Authors
Acknowledgments
Preface
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

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Figure 13.10.

The NewsSkimmer screensaver pulls live RSS headlines from msnbc.com while the computer is sleeping. It is also fully customizable so the user can choose which feeds she wants to receive. SS+K worked with BEAM Interactive to produce the banners.

Video Spotlight

Amit Nizan, Matt Ferrin, and Sam Mazur

Sam Mazur, Matt Ferrin, and Amit Nizan explain the NewsSkimmer.

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APA Format:

Solomon, Michael., Duke Cornell, Lisa., and Nizan, Amit., Launch! Advertising and Promotion in Real Time. Retrieved Mar 18, 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. 18 Mar, 2010. <http://www.flatworldknowledge.com/node/28421> .

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