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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 13.14.

This page on the msnbc.com site, coined the “Spectrum Page,” is a destination for all elements of the campaign. Users can view TV spots, download NewsSkimmer, and play NewsBreaker all from one place.

Figure 13.15.

A full timeline of all the work that SS+K and msnbc.com did together from pitch to launch of the first ever msnbc.com branding campaign.

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APA Format:

Solomon, Michael., Duke Cornell, Lisa., and Nizan, Amit., Launch! Advertising and Promotion in Real Time. Retrieved Mar 19, 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. 19 Mar, 2010. <http://www.flatworldknowledge.com/node/28421> .

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