Launch - Advertising and Promotion in Real Time
- Page ID
- 24225
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Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students.
Front Matter
- 1: Meet SS+K - A Real Agency Pitches a Real Client
- 2: A User's Manual- Advertising, Promotion, and Marketing Essentials
- 3: Advertising and Society
- 4: Consumers and the Communications Process- SS+K Gets to Know Its Consumers
- 5: Know Your Audience- SS+K Learns All About msnbc.com, Inside and Out
- 6: Segment, Target, and Position Your Audience - SS+K Identifies the Most Valuable News Consumer
- 7: Decide What You Can Afford to Say - msnbc.com Sets the Budget
- 8: Create a Strategy - SS+K Puts Its Research to Use as the Agency Creates the Brief
- 9: Choose Your Communication Weapons - SS+K Decides Upon a Creative Strategy and Media Tactics
- 10: Plan and Buy Media - SS+K Chooses the Right Media for the Client's New Branding Message
- 11: Execute on All Platforms - SS+K Goes into Production Overdrive
- 12: Make the Message Sell - SS+K Ensures that All Components Tell the Brand Story
- 13: Launch! msnbc.com’s First-Ever Branding Campaign
- 14: ROI - msnbc.com Decides if the Campaign Worked
Back Matter