First Exercise – Chapter 7 – List the keys to using return on investment (ROI) successfully in the pursuit of profit and channel effectiveness.
Second Exercise – Chapter 8 – How do you position a product or service so that it is differentiated from products or services of competitors.
Third Exercise – Describe the role and importance of creativity in your personal life. Give examples of how you approach the challenges and goals in your life creatively.
Milledge Mosby Jr. PrinceGeorge’s Community College
Advertising and Promotion (Mosby 2022)
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This text was compiled on 03/27/2022
TABLE OF CONTENTS
1: MEET SS+K – A REAL AGENCY PITCHES A REAL CLIENT 1.1: WHY LAUNCH?! 1.2: MEET OUR AGENCY PARTNER- SS+K 1.3: THE PITCH – WIN THE ACCOUNT 1.4: LET’S MEET THE POTENTIAL CLIENT 1.5: EXERCISES
2: A USER’S MANUAL- ADVERTISING, PROMOTION, AND MARKETING ESSENTIALS
2.1: CHAPTER INTRODUCTION 2.2: ADVERTISING IS OLD – AND BRAND NEW 2.3: THE FOUR CORNERSTONES OF MARKETING- THE FOUR PS 2.4: ADVERTISING INDUSTRY STRUCTURE 2.5: EXERCISES
3: ADVERTISING AND SOCIETY 3.1: CHAPTER INTRODUCTION 3.2: ECONOMIC EFFECTS OF ADVERTISING 3.3: THE GOOD – ADVERTISING ENHANCES OUR WORLD 3.4: THE BAD – ETHICAL HOT BUTTONS 3.5: ADVERTISING REGULATION- WHO LOOKS OUT FOR US? 3.6: EXERCISES
4: CONSUMERS AND THE COMMUNICATIONS PROCESS- SS+K GETS TO KNOW ITS CONSUMERS
4.1: CHAPTER INTRODUCTION 4.2: FROM TALKING TO CONSUMERS TO TALKING WITH CONSUMERS 4.3: IS THE MEDIUM THE MESSAGE? COMPONENTS OF COMMUNICATIONS 4.4: DIFFUSION OF INNOVATIONS 4.5: DECISION MAKING 4.6: INTERNAL INFLUENCES ON CONSUMERS 4.7: EXTERNAL INFLUENCES ON CONSUMERS 4.8: CULTURE, GLOBALIZATION, AND ADVERTISING 4.9: EXERCISES
5: KNOW YOUR AUDIENCE- SS+K LEARNS ALL ABOUT MSNBC.COM, INSIDE AND OUT
5.1: CHAPTER INTRODUCTION 5.2: TYPES OF DATA 5.3: PRIMARY DATA 5.4: SECONDARY DATA 5.5: PHYSIOLOGICAL DATA 5.6: USING RESEARCH TO GUIDE A SUCCESSFUL LAUNCH 5.7: EXERCISES
6: SEGMENT, TARGET, AND POSITION YOUR AUDIENCE – SS+K IDENTIFIES THE MOST VALUABLE NEWS CONSUMER
6.1: CHAPTER INTRODUCTION 6.2: SEGMENT YOUR MARKET- WHO’S OUT THERE? 6.3: TARGET YOUR CUSTOMER – WHO’S GOING TO WANT IT? 6.4: POSITION YOUR BRAND- WHY WILL THEY WANT IT?
7: DECIDE WHAT YOU CAN AFFORD TO SAY – MSNBC.COM SETS THE BUDGET
7.1: CHAPTER INTRODUCTION 7.2: BUDGETING METHODS 7.3: SHARE OF VOICE (SOV) 7.4: RETURN ON INVESTMENT (ROI) 7.5: MANAGING A BUDGET 7.6: EXERCISES
8: CREATE A STRATEGY – SS+K PUTS ITS RESEARCH TO USE AS THE AGENCY CREATES THE BRIEF
8.1: CHAPTER INTRODUCTION 8.2: THE POWER OF BRANDING 8.3: DESCRIBE WHERE YOU ARE – A STRATEGIC FRAMEWORK 8.4: DEFINE WHERE YOU WANT TO GO – SET OBJECTIVES 8.5: DECIDE HOW YOU’LL GET THERE – CREATE A STRATEGY 8.6: THE CREATIVE BELIEF 8.7: EXERCISES
9: CHOOSE YOUR COMMUNICATION ARSENAL – SS+K DECIDES UPON A CREATIVE STRATEGY AND MEDIA TACTICS
9.1: CHAPTER INTRODUCTION 9.2: INTEGRATED MARKETING COMMUNICATIONS – UNITED WE STAND 9.3: ELEMENTS OF THE PROMOTIONAL MIX – THE ADVERTISER’S TRUSTY TOOLS 9.4: CREATE THE PROMOTIONAL PLAN 9.5: EXERCISES
10: PLAN AND BUY MEDIA – SS+K CHOOSES THE RIGHT MEDIA FOR THE CLIENT’S NEW BRANDING MESSAGE
10.1: CHAPTER INTRODUCTION 10.2: TRADITIONAL ADVERTISING MEDIA 10.3: NEW MEDIA 10.4: MEDIA STRATEGY 10.5: EXERCISES
11: EXECUTE ON ALL PLATFORMS – SS+K GOES INTO PRODUCTION OVERDRIVE
11.1: CHAPTER INTRODUCTION 11.2: EXECUTE ON MEDIA PLATFORMS 11.3: HOW DO WE KNOW WHAT WORKED? EVALUATING AD EXECUTIONS 11.4: EXERCISES
12: MAKE THE MESSAGE SELL – SS+K ENSURES THAT ALL COMPONENTS TELL THE BRAND STORY
12.1: CHAPTER INTRODUCTION 12.2: KEYS TO SUPERIOR ADVERTISING 12.3: TYPES OF APPEALS – HOW ADS GENERATE RESONANCE 12.4: EXECUTIONAL FRAMEWORKS – HOW ADS GENERATE RELEVANCE 12.5: THE CREATIVE TEAM 12.6: EXERCISES
13: LAUNCH! MSNBC.COM’S FIRST-EVER BRANDING CAMPAIGN
13.1: CHAPTER INTRODUCTION 13.2: MSNBC.COM – A CAMPAING PORTFOLIO 13.3: LOGO 13.4: PRINT 13.5: TV 13.6: ONLINE BANNERS 13.7: SCREENSAVER 13.8: NEWSBREAKER GAME 13.9: NEWSBREAKER LIVE 13.10: E-MAIL BLAST 13.11: SPECTRUM HOME PAGE
14: ROI – MSNBC.COM DECIDES IF THE CAMPAIGN WORKED 14.1: CHAPTER INTRODUCTION 14.2: ROI – SHOW ME THE MONEY 14.3: ROI FOR BROADCAST AND PRINT MEDIA 14.4: ROI FOR ALTERNATIVE MEDIA 14.5: EXERCISES
BACK MATTER INDEX GLOSSARY
CHAPTER OVERVIEW 1: MEET SS+K – A REAL AGENCY PITCHES A REAL CLIENT
FIGURE 1.1 FOURTEEN MONTHS TO LAUNCH!
1.1: WHY LAUNCH?! 1.2: MEET OUR AGENCY PARTNER- SS+K 1.3: THE PITCH – WIN THE ACCOUNT 1.4: LET’S MEET THE POTENTIAL CLIENT 1.5: EXERCISES
Anonymous 1.1.1 3/26/2022 https://biz.libretexts.org/@go/page/85804
1.1: Why Launch?!
After studying this section, students should be able to do the following:
1. Recognize the bold new approach for delivering information to today’s college students (aka digital natives) that Unnamed Publisher creates.
Knowledge is a Flat World The textbook publishing industry is undergoing staggering change as many traditional business models and practices quickly lose relevance. Peer-to-peer textbook trading networks, online used-book sellers, and a gray market that allows low-priced international editions to displace expensive U.S. texts push publishers to reconsider outmoded ways of delivering content. Likewise, the digital natives who make up our university student bodies (that’s you!) inspire educators to think about the transfer of knowledge in exciting new ways.
How do we best communicate the most current thinking in our disciplines to students who expect up-to-the-minute information at a keystroke and who view educational materials as community—indeed, world—resources that can and should be shared and interactively constructed?
Enter Unnamed Publisher, an innovative, open source publishing company. We’ve created a new kind of text—one premised on the idea that college course material can wield wider influence and be of greatest public benefit as it becomes easily and inexpensively available to anyone with a desire to learn.
Figure 1.2 Knowledge in a Flat World…Choose only what you want. Pay only for what you use.
A new alternative to introductory texts that can cost into three figures and provide information that is extraneous or outdated, Launch! offers a basic text at no cost to students. Instead, we generate revenue through individually priced materials such as discretionary hard copies of the text (for those of you who still like to mark up your book the old-fashioned way), study guides, podcasts and streaming interviews (à la iTunes), user-generated content, advertising sales, and corporate sponsorships.
Learn about Advertising by Learning about Advertisers (Real Ones)
There’s something else that’s really unique and cool about Launch! Welcome to the first advertising textbook written in partnership with a real-life advertising agency. It’s fine to talk about ad campaigns from the past, but we’d rather hear about one from the horse’s mouth—while it’s still happening. We’re going to teach you about the ad biz the way you’ll learn it if you choose to make it