Launch! Advertising and Promotion in Real Time, 2009a

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1.5 Exercises TIE IT ALL TOGETHER Now that you have read this chapter, you should be able to understand how a real advertising agency pitches a real client: You have been introduced to Shephardson, Stern and Kaminsky (SS+K), a creatively-driven strategic communication firm, and their future client msnbc.com, a well-known media brand in search of an identity. You are able to identify SS+K’s distinctive communications approach called Asymmetric Communications. You are able to recognize the pitch process and the resulting request for proposal (RFP) SS+K used. You can recall that the objective of the SS+K pitch was to win the msnbc.com account. USE WHAT YOU’VE LEARNED 1. As you have read in the chapter, SS+K is a multifaceted organization that specializes in helping clients with their unique communication problems. Review the listing of SS+K personnel. Once you have completed this review, link to the SS+K Web site http://www.ssk.comfor more information on the company. Agency Statement: “With offices in New York, Boston, and Los Angeles, SS+K has become a magnet for refugees and misfits from the most potent pillars of American society: politics, creative, entertainment, and technology. We believe that when smart, talented people from different backgrounds sit down to solve a problem, the solutions are bigger, more unpredictable and more effective. We believe it is more important to understand your business issues, delve into consumer insights and work with you to find the best solution for the brand regardless of channel. At SS+K, we don’t care what media or discipline we use to solve a client’s problem; it’s about delivering the right message at the right time in the right medium.” [1] Using the SS+K Web site (or other search engines), review the agency’s past work. Carefully examine one of the following campaigns that SS+K has created: the Lance Armstrong Foundation, Delta Airlines, Qwest Communications, UNICEF, or the Bill & Melinda Gates Foundation. Based on your review, comment on how SS+K seems to have applied its Asymmetric Communications model to the selected client’s communication problems. Try, if possible, to Saylor URL: http://www.saylor.org/books Saylor.org 21
pinpoint the Asymmetric Idea SS+K developed that seems to be the focal point of communications. What do you think of SS+K’s approach for the selected client? 2. SS+K has made a pitch to secure the communications business of msnbc.com. Beyond material supplied in the chapter, what do you really know about proposed client msnbc.com? Visithttp://www.msnbc.com to gain additional insight. As you review the msnbc.com Web site, list three msnbc.com offerings that impress you. Additionally, cite any features that either don’t impress you or are missing from the Web site. Once you have completed this task, visit rival news service CNN athttp://www.cnn.com. Again, list three services that impress you and cite any features that either don’t impress you or are missing from the CNN Web site. As you make your evaluations, remember to review only the Web sites of the two organizations and not their televised news broadcasts. How does msnbc.com stack up against its rival? How could SS+K use your evaluation to improve the msnbc.com Web site? Be specific in your comments. As we go forward in our discussion of SS+K’s communication and advertising strategy for msnbc.com, see how many of your suggestions are recognized and addressed. DIGITAL NATIVES Almost all teens have difficulties with acne. Acne is not only a health issue but a social one as well. If you ever had difficulties with acne, what would you have given to rid yourself of those unsightly blemishes? To examine a new solution to this age-old problem, visit the Zeno Web site at http://www.myzeno.com. Zeno is, according to its Web site, “the new secret weapon in the war against pimples.” Consider the following facts as you explore how Zeno works. The Zeno device looks like a cell-phone. It is a hand-held battery-operated device that is designed with a tip that heats to a preset temperature. Once the tip is heated properly and applied to the skin, the blemish disappears in a relatively short time. Much of the procedure is customized to the user and his or her skin type. The level of heat does not cause skin damage. After exploring the Zeno Web site and learning about the application procedure and facts about the product, develop a brief “pitch” to present to the Zeno organization. The objective of your agency’s pitch will be to demonstrate the best method for introducing the Zeno product to college-age students. Consider the basic message to be delivered to this target market and the best way to transmit that Saylor URL: http://www.saylor.org/books Saylor.org 22
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 10 and 11: Follow the e-mail trail. Dr. Duke C
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 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
Page 60 and 61: 3.1 Economic Effects of Advertising
Page 62 and 63: Broadcast radio and TV rely exclusi
Page 64 and 65: 3.2 The Good: Advertising Enhances
Page 66 and 67: washing with soap, that remain kill
Page 68 and 69: share, so they tend to be more stri
Page 70 and 71: now one of the primary attributes s
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[8] Mister Snitch!, “Top Ten Reje
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here is subjective—your image of
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“If you let me play sports, I wil
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Categories can be made quite specif
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Luxury products are not a bad or wa
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[9] Jean Grow and Joyce M. Wolburg,
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3.4 Advertising Regulation: Who Loo
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Agencies), the ANA (Association of
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[3] American Association of Adverti
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about one-half the size of existing
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Chapter 4 Consumers and the Communi
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messages they see or hear, and when
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4.2 Is the Medium the Message? Comp
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Figure 4.4 SS+K used actor George C
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SS+K developed a comparative messag
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Audio Clip “Ahem” http://app.wi
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After studying this section, studen
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SS+K Spotlight The memes and trends
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4.4 Decision Making LEARNING OBJECT
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Motivation refers to the processes
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4.5 Internal Influences on Consumer
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isn’t sure. And, regardless of hi
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it’s not subliminal; the stimulus
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Product line extensions. Marketers
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1. Sensory memory permits storage o
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Of course, the nature of the ad its
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c. Create an example involving a lo
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[24] Raymond R. Burke and Thomas K.
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products with others and to solicit
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community hub on Yahoo! it calls Po
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4.7 Culture, Globalization, and Adv
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Advertisers have (for the most part
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Why do they bother? Their goal is t
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1a &ex=1369108800&partner=USERLAND&
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advertising and ad men (and women)
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Chapter 5 Know Your Audience: SS+K
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5.1 Types of Data LEARNING OBJECTIV
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preferable but harder and more expe
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One really encouraging finding from
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Figure 5.4 Brand Tags Dig Deeper Th
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irreverent British tastes. “In th
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KEY TAKEAWAY Primary data refers to
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magazines they prefer, an agency co
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a. Identify and discuss the signifi
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more natural and objective than int
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Results showed that sportier models
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5.5 Using Research to Guide a Succe
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they wanted to see recipes for ligh
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[1] Quoted in Lisa McTigue Pierce,
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a U.S. Army ad, see yourself walkin
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audience profiling to become more t
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“The key turning point of this wh
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Life stage (e.g., empty-nest parent
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feather flock together”). PRIZM (
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fashionable. Bloomie’s research d
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Actualizers, the top VALS2 group, a
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Surveys of consumer behavior (for e
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generic attribute and not a point o
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2. Demographics are measurable aspe
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What Are the Properties of a Good T
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conversation. The customer would ha
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6.3 Position Your Brand: Why Will T
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The average Buick buyer is a man in
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6.4 Exercises TIE IT ALL TOGETHER N
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muscle is being used to bring such
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check any information on ethics pro
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times like now. We see this situati
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than 32 percent in just two years w
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SS+K Spotlight Since msnbc.com’s
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Clients use a variety of methods to
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How Loud Are You? Share of voice (S
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properties, and sci-fi sites over a
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3. List and discuss the keys to usi
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Southern California, and it aims to
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are positive or negative and whethe
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the company spent on TV advertising
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y category (agency fee, production,
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You can list the pros and cons of t
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AD-VICE 1. A company is trying to d
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We are now eight months prior to th
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After studying this section, studen
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Just as people have personalities,
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KEY TAKEAWAY The power of branding
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well. It may also reveal indirect c
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ealistic feel for its market positi
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In contrast, opportunities and thre
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8.3 Define Where You Want to Go: Se
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You’ll learn more about how these
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adio, or read magazines. It may als
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Figure 8.5 Anatomy of a Creative Br
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Figure 8.7 The Communications Brief
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KEY TAKEAWAY This section described
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2. Is there a Chick-fil-A in your n
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Chapter 9 Choose Your Communication
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direct mail people, whoever else yo
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Campaigns that utilize multiple med
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9.2 Elements of the Promotional Mix
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team is more relevant and effective
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virtual trade shows that you attend
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newsworthy, such as announcing a ne
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aloud. Salespeople in fashion retai
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drive potential new Sun customers t
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service Loopt, which allows its sub
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Fox: Ads That Can Change Pitch,”
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The third campaign in the series be
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Pool Resources with Associations an
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9.4 Exercises TIE IT ALL TOGETHER N
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1. Assume that you are a proponent
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Chapter 10Plan and Buy Media: SS+K
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10.1 Traditional Advertising Media
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The print portion of the media plan
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The television plan that The Media
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“advertising abhors a vacuum,”
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Lack of messaging. Although sponsor
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KEY TAKEAWAY Traditional media incl
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10.2 New Media LEARNING OBJECTIVES
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In order to maximize the effectiven
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presented by Craftsman at Sears,”
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As the tip of the iceberg, MTV rece
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are used to getting from real-world
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where they select the flavor of the
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catch up to Google (which provides
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[16] Quoted in Paul Hyman, “Burge
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2. Demonstrate how media planning i
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A common place for these negotiatio
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Cost per thousand (CPM) Calculation
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outdoor advertising, online banner
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c. Define and discuss impressions,
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Assume that your advertising agency
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Assume one of two roles: (a) You ar
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11.1 Execute on Media Platforms LEA
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Figure 11.4 The other campaign opti
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Figure 11.8 The client’s new logo
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Subject matter, composition, color,
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visually.” Sound effects reinforc
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from the opposite direction seeing
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TV: Online ads are like TV commerci
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The total spending on alternative m
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[6] Quoted in Martin Pazzani, “Ma
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is a more accurate measure of likel
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position for Apple as revolutionary
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prompted the viewer to think about
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11.3 Exercises TIE IT ALL TOGETHER
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products? What do you think the fut
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Chapter 12 Make the Message Sell: S
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1. Define relevance and resonance.
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The common denominator among the mo
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[5] Quoted in Geoff Colvin, “Sell
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In 2007, Dial rebranded its Soft &
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It also helps when viewers don’t
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The solution? Advertisers need to s
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[2] David Carr and Tracie Rozhon,
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providing our consumers with even m
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Tupperware Chairman-CEO Rick Goings
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KEY TAKEAWAY An executional framewo
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1. Characterize the members of an a
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Art direction has grown in importan
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You can explain why having an emoti
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3. Go to at least one favorite maga
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accomplished this by designing mult
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As you saw in the media plan we pre
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13.4 TV Another important element o
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Figure 13.7 The banners titled “P
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The “Keywords” banner ads were
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13.7 NewsBreaker Game Another insig
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13.8 NewsBreaker Live The final pus
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13.10 Spectrum Home Page Figure 13.
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14.1 ROI: Show Me the Money LEARNIN
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Marketers echo this pessimism; many
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The ROI for any campaign must relat
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[1] Jeff Lowe, “The Marketing Das
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While an advertiser in the 1960s co
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National cable metrics from the msn
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Figure 14.8 msnbc.com purchased a
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Read Most: The percentage of reader
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Double-page spreads and bound multi
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14.3 ROI for Alternative Media LEAR
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Outdoor advertising is quickly movi
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procure products they needed to dre
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Figure 14.15 Chart tracking number
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Online advertising formats have his
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Figure 14.18 In order to optimize o
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In addition to measuring elements o
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Figure 14.24 SS+K compared the rate
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Table 14.1 Final Takeaway and Lesso
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[2] “The Association of National
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14.4 Exercises TIE IT ALL TOGETHER
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site. Summarize what you have learn
show all

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