Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
Follow the e-mail trail. Dr. Duke Cornell flew up from Gainesville (where she teaches advertising at the University of Florida) and came in to meet the whole SS+K crew, and learn a lot about SS+K. Throughout the text, you will find links to the interviews Dr. Duke Cornell conducted with the team based in New York. In addition, she interviewed key team members from the Los Angeles and Boston offices. Launch! unfolds chapter by chapter across a timeline for msnbc.com’s first branding campaign. Before we get into that, let’s meet the full cast of characters who worked on the msnbc.com account. Saylor URL: http://www.saylor.org/books Saylor.org 9
Figure 1.7 Meet the core SS+K Team assigned to the msnbc.com account. Additional SS+K employees worked on aspects of the msnbc.com account, including Jeannie O’Toole (Head of Print Production), John Kirkwood (Web and Video Production), Tim Player (Studio Manager), Kelly Kraft (Project Manager), Amy Gaiser (PR), Janetti Chon (PR), Aaron Taylor-Waldman (Studio Designer), Alice Ann Wilson (Head of Design), Natalie Cho (Designer), Sonya Fridman (Designer), Joe Sayaman (Copywriter), and Rochelle Ardesher (Project Manager). Saylor URL: http://www.saylor.org/books Saylor.org 10
- Page 2 and 3: This text was adapted by The Saylor
- Page 4 and 5: 1.1 Why Launch!? LEARNING OBJECTIVE
- Page 6 and 7: 1.2 Meet Our Agency Partner: SS+K L
- Page 8 and 9: This perspective is a consumer-cent
- Page 12 and 13: As you can see, it takes a village
- Page 14 and 15: 1.3 The Pitch: Win the Account LEAR
- Page 16 and 17: Initial strategic thinking. Before
- Page 18 and 19: Figure 1.9 The Pitch Process How do
- Page 20 and 21: 1.4 Let’s Meet the Potential Clie
- Page 22 and 23: 1.5 Exercises TIE IT ALL TOGETHER N
- Page 24 and 25: message to them. What do you percei
- Page 26 and 27: LEARNING OBJECTIVES After studying
- Page 28 and 29: eally are trying to fake you out. F
- Page 30 and 31: MySpace. We weren’t early enough
- Page 32 and 33: Specialty print media include bookl
- Page 34 and 35: Ad-Supported Content Ad agencies ar
- Page 36 and 37: [5] “Traditional Radio’s Digita
- Page 38 and 39: the promotional activities that int
- Page 40 and 41: increasingly thin layer of audience
- Page 42 and 43: Figure 2.8 A sales promotion is a t
- Page 44 and 45: 2.3 Advertising Industry Structure
- Page 46 and 47: Figure 2.10 Matrix Organization in
- Page 48 and 49: P&G reacted to this problem when it
- Page 50 and 51: Media buyers and media planners eva
- Page 52 and 53: Within a company, the jobs of the a
- Page 54 and 55: [1] Suzanne Vranica, “Ad Houses W
- Page 56 and 57: drumsticks and simulated drumhead p
- Page 58 and 59: Figure 3.1 Build a Foundation Chapt
Follow the e-mail trail.<br />
Dr. Duke Cornell flew up from Ga<strong>in</strong>esville (where she teaches advertis<strong>in</strong>g at the University of Florida) <strong>and</strong><br />
came <strong>in</strong> to meet the whole SS+K crew, <strong>and</strong> learn a lot about SS+K. Throughout the text, you will f<strong>in</strong>d l<strong>in</strong>ks<br />
to the <strong>in</strong>terviews Dr. Duke Cornell conducted with the team based <strong>in</strong> New York. In addition, she<br />
<strong>in</strong>terviewed key team members from the Los Angeles <strong>and</strong> Boston offices.<br />
<strong>Launch</strong>! unfolds chapter by chapter across a timel<strong>in</strong>e for msnbc.com’s first br<strong>and</strong><strong>in</strong>g campaign. Before we<br />
get <strong>in</strong>to that, let’s meet the full cast of characters who worked on the msnbc.com account.<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
9
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