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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E-mail Blast
Figure 13.13.
This e-mail blast was sent to the New Yorker’s list as part of an added-value for the print buy. It was geo-targeted to readers who would be able to attend NewsBreaker Live in White Plains, New York.
Late in the campaign SS+K utilized the e-mail blast to promote the NewsBreaker Live game as it appeared in White Plains, New York. Each print ad had the URL http://www.spectrum.msnbc.com.
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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