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Launch! Advertising and Promotion in Real Time

Launch! Advertising and Promotion is written for advertising and promotion courses taught to students in the business school and journalism & mass communication students.

Marketing Business

Tác giả: LibreTexts
Nhà xuất bản: LibreTexts
Nguồn: LibreTexts
Giấy phép: CC BY-NC-SA
Ngôn ngữ: EN
Danh mục: Marketing

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Mục lục· 99 mục

01: Meet SSK - A Real Agency Pitches a Real Client
1.02: Meet Our Agency Partner- SSK
1.03: The Pitch - Win the Account
1.04: Let's Meet the Potential Client
1.05: Exercises
02: A User's Manual- Advertising Promotion and Marketing Essentials
2.01: Chapter Introduction
2.02: Advertising Is Old - and Brand New
2.03: The Four Cornerstones of Marketing- The Four Ps
2.04: Advertising Industry Structure
2.05: Exercises
03: Advertising and Society
3.01: Chapter Introduction
3.02: Economic Effects of Advertising
3.03: The Good - Advertising Enhances Our World
3.04: The Bad - Ethical Hot Buttons
3.05: Advertising Regulation- Who Looks Out for Us
3.06: Exercises
04: Consumers and the Communications Process- SSK Gets to Know Its Consumers
4.01: Chapter Introduction
4.02: From Talking to Consumers to Talking with Consumers
4.03: Is the Medium the Message Components of Communications
4.04: Diffusion of Innovations
4.05: Decision Making
4.06: Internal Influences on Consumers
4.07: External Influences on Consumers
4.08: Culture Globalization and Advertising
4.09: Exercises
05: Know Your Audience- SSK Learns All About msnbc.com Inside and Out
5.01: Chapter Introduction
5.02: Types of Data
5.03: Primary Data
5.04: Secondary Data
5.05: Physiological Data
5.06: Using Research to Guide a Successful Launch
5.07: Exercises
06: Segment Target and Position Your Audience - SSK Identifies the Most Valuable News Consumer
6.01: Chapter Introduction
6.02: Segment Your Market- Who's Out There
6.03: Target Your Customer - Who's Going to Want It
6.04: Position Your Brand- Why Will They Want It
6.05: Exercises
07: Decide What You Can Afford to Say - msnbc.com Sets the Budget
7.01: Chapter Introduction
7.02: Budgeting Methods
7.03: Share of Voice (SOV)
7.04: Return on Investment (ROI)
7.05: Managing a Budget
7.06: Exercises
08: Create a Strategy - SSK Puts Its Research to Use as the Agency Creates the Brief
8.01: Chapter Introduction
8.02: The Power of Branding
8.03: Describe Where You Are - A Strategic Framework
8.04: Define Where You Want to Go - Set Objectives
8.05: Decide How You'll Get There - Create a Strategy
8.06: The Creative Belief
8.07: Exercises
09: Choose Your Communication Weapons - SSK Decides Upon a Creative Strategy and Media Tactics
9.01: Chapter Introduction
9.02: Integrated Marketing Communications - United We Stand
9.03: Elements of the Promotional Mix - The Advertiser's Trusty Tools
9.04: Create the Promotional Plan
9.05: Exercises
10: Plan and Buy Media - SSK Chooses the Right Media for the Client's New Branding Message
10.01: Chapter Introduction
10.02: Traditional Advertising Media
10.03: New Media
10.04: Media Strategy
10.05: Exercises
11: Execute on All Platforms - SSK Goes into Production Overdrive
11.01: Chapter Introduction
11.02: Execute on Media Platforms
11.03: How Do We Know What Worked Evaluating Ad Executions
11.04: Exercises
12: Make the Message Sell - SSK Ensures that All Components Tell the Brand Story
12.01: Chapter Introduction
12.02: Keys to Superior Advertising
12.03: Types of Appeals - How Ads Generate Resonance
12.04: Executional Frameworks - How Ads Generate Relevance
12.05: The Creative Team
12.06: Exercises
13: Launch msnbc.coms First-Ever Branding Campaign
13.01: Chapter Introduction
13.02: msnbc.com - A Campaing Portfolio
13.03: Logo
13.04: Print
13.05: TV
13.06: Online Banners
13.07: Screensaver
13.08: NewsBreaker Game
13.09: NewsBreaker Live
13.10: E-mail Blast
13.11: Spectrum Home Page
14: ROI - msnbc.com Decides if the Campaign Worked
14.01: Chapter Introduction
14.02: ROI - Show Me the Money
14.03: ROI for Broadcast and Print Media
14.04: ROI for Alternative Media
14.05: Exercises