Launch! Advertising and Promotion in Real Time

Abstract

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.