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
Thumbnail: Collection of vintage advertising signs on rustic wooden wall showcasing classic brands. (Pexels License; Pixabay via Pexels)


