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BMT 2770: Advertising and Promotion

External

BMT 2770: Advertising and Promotion

Business
Author
Milledge Mosby Jr.
Publisher
Prince George's Community College
Source
LibreTexts
Language
EN
Category
Marketing
Read online Download PDF (open licence)
Contents· 100 sections
  1. 01: Meet SSK - A Real Agency Pitches a Real Client
  2. 1.01: Why Launch
  3. 1.02: Meet Our Agency Partner- SSK
  4. 1.03: The Pitch - Win the Account
  5. 1.04: Let's Meet the Potential Client
  6. 1.05: Exercises
  7. 02: A User's Manual- Advertising Promotion and Marketing Essentials
  8. 2.01: Chapter Introduction
  9. 2.02: Advertising Is Old - and Brand New
  10. 2.03: The Four Cornerstones of Marketing- The Four Ps
  11. 2.04: Advertising Industry Structure
  12. 2.05: Exercises
  13. 03: Advertising and Society
  14. 3.01: Chapter Introduction
  15. 3.02: Economic Effects of Advertising
  16. 3.03: The Good - Advertising Enhances Our World
  17. 3.04: The Bad - Ethical Hot Buttons
  18. 3.05: Advertising Regulation- Who Looks Out for Us
  19. 3.06: Exercises
  20. 04: Consumers and the Communications Process- SSK Gets to Know Its Consumers
  21. 4.01: Chapter Introduction
  22. 4.02: From Talking to Consumers to Talking with Consumers
  23. 4.03: Is the Medium the Message Components of Communications
  24. 4.04: Diffusion of Innovations
  25. 4.05: Decision Making
  26. 4.06: Internal Influences on Consumers
  27. 4.07: External Influences on Consumers
  28. 4.08: Culture Globalization and Advertising
  29. 4.09: Exercises
  30. 05: Know Your Audience- SSK Learns All About msnbc.com Inside and Out
  31. 5.01: Chapter Introduction
  32. 5.02: Types of Data
  33. 5.03: Primary Data
  34. 5.04: Secondary Data
  35. 5.05: Physiological Data
  36. 5.06: Using Research to Guide a Successful Launch
  37. 5.07: Exercises
  38. 06: Segment Target and Position Your Audience - SSK Identifies the Most Valuable News Consumer
  39. 6.01: Chapter Introduction
  40. 6.02: Segment Your Market- Who's Out There
  41. 6.03: Target Your Customer - Who's Going to Want It
  42. 6.04: Position Your Brand- Why Will They Want It
  43. 6.05: Exercises
  44. 07: Decide What You Can Afford to Say - msnbc.com Sets the Budget
  45. 7.01: Chapter Introduction
  46. 7.02: Budgeting Methods
  47. 7.03: Share of Voice (SOV)
  48. 7.04: Return on Investment (ROI)
  49. 7.05: Managing a Budget
  50. 7.06: Exercises
  51. 08: Create a Strategy - SSK Puts Its Research to Use as the Agency Creates the Brief
  52. 8.01: Chapter Introduction
  53. 8.02: The Power of Branding
  54. 8.03: Describe Where You Are - A Strategic Framework
  55. 8.04: Define Where You Want to Go - Set Objectives
  56. 8.05: Decide How You'll Get There - Create a Strategy
  57. 8.06: The Creative Belief
  58. 8.07: Exercises
  59. 09: Choose Your Communication Arsenal - SSK Decides Upon a Creative Strategy and Media Tactics
  60. 9.01: Chapter Introduction
  61. 9.02: Integrated Marketing Communications - United We Stand
  62. 9.03: Elements of the Promotional Mix - The Advertiser's Trusty Tools
  63. 9.04: Create the Promotional Plan
  64. 9.05: Exercises
  65. 10: Plan and Buy Media - SSK Chooses the Right Media for the Client's New Branding Message
  66. 10.01: Chapter Introduction
  67. 10.02: Traditional Advertising Media
  68. 10.03: New Media
  69. 10.04: Media Strategy
  70. 10.05: Exercises
  71. 11: Execute on All Platforms - SSK Goes into Production Overdrive
  72. 11.01: Chapter Introduction
  73. 11.02: Execute on Media Platforms
  74. 11.03: How Do We Know What Worked Evaluating Ad Executions
  75. 11.04: Exercises
  76. 12: Make the Message Sell - SSK Ensures that All Components Tell the Brand Story
  77. 12.01: Chapter Introduction
  78. 12.02: Keys to Superior Advertising
  79. 12.03: Types of Appeals - How Ads Generate Resonance
  80. 12.04: Executional Frameworks - How Ads Generate Relevance
  81. 12.05: The Creative Team
  82. 12.06: Exercises
  83. 13: Launch msnbc.coms First-Ever Branding Campaign
  84. 13.01: Chapter Introduction
  85. 13.02: msnbc.com - A Campaing Portfolio
  86. 13.03: Logo
  87. 13.04: Print
  88. 13.05: TV
  89. 13.06: Online Banners
  90. 13.07: Screensaver
  91. 13.08: NewsBreaker Game
  92. 13.09: NewsBreaker Live
  93. 13.10: E-mail Blast
  94. 13.11: Spectrum Home Page
  95. 14: ROI - msnbc.com Decides if the Campaign Worked
  96. 14.01: Chapter Introduction
  97. 14.02: ROI - Show Me the Money
  98. 14.03: ROI for Broadcast and Print Media
  99. 14.04: ROI for Alternative Media
  100. 14.05: Exercises