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Table of Contents

    • About the Authors
    • Acknowledgments
    • Preface
    • 1Meet SS+K: A Real Agency Pitches a Real Client
      • 1.1Why Launch!?
      • 1.2Meet Our Agency Partner: SS+K
      • 1.3The Pitch: Win the Account
      • 1.4Let’s Meet the Potential Client
      • 1.5Exercises
    • 2A User’s Manual: Advertising, Promotion, and Marketing Essentials

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      • 2.1Advertising Is Old—and Brand New

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      • 2.2The Four Cornerstones of Marketing: The Four Ps

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      • 2.3Advertising Industry Structure

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      • 2.4Exercises

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    • 3Advertising and Society

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      • 3.1Economic Effects of Advertising

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      • 3.2The Good: Advertising Enhances Our World

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      • 3.3The Bad: Ethical Hot Buttons

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      • 3.4Advertising Regulation: Who Looks Out for Us?

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      • 3.5Exercises

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    • 4Consumers and the Communications Process: SS+K Gets to Know Its Consumers

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      • 4.1From Talking to Consumers to Talking with Consumers

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      • 4.2Is the Medium the Message? Components of Communications

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      • 4.3Diffusion of Innovations

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      • 4.4Decision Making

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      • 4.5Internal Influences on Consumers

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      • 4.6External Influences on Consumers

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      • 4.7Culture, Globalization, and Advertising

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      • 4.8Exercises

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    • 5Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out

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      • 5.1Types of Data

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      • 5.2Primary Data

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      • 5.3Secondary Data

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      • 5.4Physiological Data

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      • 5.5Using Research to Guide a Successful Launch

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      • 5.6Exercises

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    • 6Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer

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      • 6.1Segment Your Market: Who’s Out There?

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      • 6.2Target Your Customer: Who’s Going to Want It?

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      • 6.3Position Your Brand: Why Will They Want It?

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      • 6.4Exercises

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    • 7Decide What You Can Afford to Say: msnbc.com Sets the Budget

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      • 7.1Budgeting Methods

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      • 7.2Share of Voice (SOV)

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      • 7.3Return on Investment (ROI)

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      • 7.4Managing a Budget

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      • 7.5Exercises

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    • 8Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief

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      • 8.1The Power of Branding

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      • 8.2Describe Where You Are: A Strategic Framework

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      • 8.3Define Where You Want to Go: Set Objectives

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      • 8.4Decide How You’ll Get There: Create a Strategy

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      • 8.5The Creative Brief

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      • 8.6Exercises

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    • 9Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics

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      • 9.1Integrated Marketing Communications: United We Stand

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      • 9.2Elements of the Promotional Mix: The Advertiser’s Trusty Tools

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      • 9.3Create the Promotional Plan

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      • 9.4Exercises

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    • 10Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message

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      • 10.1Traditional Advertising Media

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      • 10.2New Media

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      • 10.3Media Strategy

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      • 10.4Exercises

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    • 11Execute on All Platforms: SS+K Goes into Production Overdrive

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      • 11.1Execute on Media Platforms

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      • 11.2How Do We Know What Worked? Evaluating Ad Executions

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      • 11.3Exercises

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    • 12Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story

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      • 12.1Keys to Superior Advertising

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      • 12.2Types of Appeals: How Ads Generate Resonance

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      • 12.3Executional Frameworks: How Ads Generate Relevance

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      • 12.4The Creative Team

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      • 12.5Exercises

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    • 13Launch! msnbc.com’s First-Ever Branding Campaign

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      • 13.1msnbc.com: A Campaign Portfolio

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      • 13.2Logo

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      • 13.3Print

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      • 13.4TV

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      • 13.5Online Banners

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      • 13.6Screensaver

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      • 13.7NewsBreaker Game

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      • 13.8NewsBreaker Live

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      • 13.9E-mail Blast

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      • 13.10Spectrum Home Page

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    • 14ROI: msnbc.com Decides if the Campaign Worked

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      • 14.1ROI: Show Me the Money

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      • 14.2ROI for Broadcast and Print Media

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      • 14.3ROI for Alternative Media

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      • 14.4Exercises

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