Textbook Details
- By:
- Michael Solomon, Lisa Duke Cornell, and Amit Nizan
- Published:
- March 2009
- Discipline:
- ISBN (Digital):
- 978-1-4533-2685-5
Brief Table of Contents
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