Launch! Advertising and Promotion in Real Time, 2009a

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10.2 New Media LEARNING OBJECTIVES After studying this section, students should be able to do the following: 1. List and characterize the new media forms. 2. Explain how word-of-mouth (WOM), viral, and buzz marketing can be used by advertisers. 3. Discuss how marketers and advertisers can use virtual worlds to bring messages to consumers. 4. Review how social media and social networking sites can be used to advocate brands and brand messages. It was very important to SS+K and msnbc.com to explore nontraditional and new ways to reach the News Explorer. The msnbc.com target audience is very tech savvy, so aligning the msnbc.com brand with the latest forms of communication was critical. The agency knew that it had to embrace new media in addition to traditional platforms. New media covers a spectrum of nontraditional methods to communicate with customers. These fall into two categories. First, new communication channels are new technologies (e.g., the Internet, cell phones, and computer games) that support the potential for advertising. Second, new promotional techniques let companies move away from the traditional “advertisers speak, consumers listen” model. New Communication Channels Online Advertising Online advertising includes a spectrum of text, still-image, animated graphics, streaming-video, and interactive advertising on the Web. Advertisers create their ad and then find a Web site or service to host the ad. The ad might show on the Web site as a separate pop-up window or as a banner embedded in the content of the site or running down the side of a Web page. The site might display the ad at certain times of day, a certain number of times, or in certain contexts. For example, search ads let advertisers associate their ad with the keywords that Web users enter into search engines like Google and Yahoo!. Online advertising is relatively inexpensive, which means that small businesses can afford it. However, search ads can get pricey because bidding for coveted keywords can be fierce. For example, asbestos lawsuit attorneys bid $150 for each click-through from searches for the term “mesothelioma.” Saylor URL: http://www.saylor.org/books Saylor.org 301
Stickiness—keeping consumers at your site—is an important component of good design. For example, the SciFi Channel keeps fans of Battlestar Galactica engaged by letting fans see the inner workings of the show. Executive producer Ronald Moore posts concept art, scripts, and outtakes on the Web site. “From the beginning, I wanted a very open policy; let’s put as much on the Internet as we can,” he said. Moore supports viewers who want to download parts of the show, right down to letting fans edit their own versions of the show. [1] Online ads support both specificity and tracking. “We can see what sites, pages, types of ads perform the best,” said Kathleen Cunningham, president of Advanced Marketing Strategies. She has found that the best way to use the Internet for client companies is to get e-mail addresses volunteered by customers of IKEA, for instance, and then put out occasional e-mails to them about in-store deals. “The trick is to not bombard them with e-mails,” Cunningham said. [2] Unfortunately, online is a very fragmented media outlet due to the tens of millions of Web sites in existence. Although more and more consumers are spending more and more time online, their time is being subdivided, making it hard to reach a mass audience. SS+K Spotlight Figure 10.8 Saylor URL: http://www.saylor.org/books Saylor.org 302
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This text was adapted by The Saylor
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1.1 Why Launch!? LEARNING OBJECTIVE
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1.2 Meet Our Agency Partner: SS+K L
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This perspective is a consumer-cent
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Follow the e-mail trail. Dr. Duke C
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As you can see, it takes a village
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1.3 The Pitch: Win the Account LEAR
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Initial strategic thinking. Before
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Figure 1.9 The Pitch Process How do
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1.4 Let’s Meet the Potential Clie
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1.5 Exercises TIE IT ALL TOGETHER N
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message to them. What do you percei
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LEARNING OBJECTIVES After studying
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eally are trying to fake you out. F
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MySpace. We weren’t early enough
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Specialty print media include bookl
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Ad-Supported Content Ad agencies ar
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[5] “Traditional Radio’s Digita
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the promotional activities that int
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increasingly thin layer of audience
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Figure 2.8 A sales promotion is a t
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2.3 Advertising Industry Structure
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Figure 2.10 Matrix Organization in
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P&G reacted to this problem when it
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Media buyers and media planners eva
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Within a company, the jobs of the a
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[1] Suzanne Vranica, “Ad Houses W
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drumsticks and simulated drumhead p
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Figure 3.1 Build a Foundation Chapt
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3.1 Economic Effects of Advertising
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Broadcast radio and TV rely exclusi
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3.2 The Good: Advertising Enhances
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washing with soap, that remain kill
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share, so they tend to be more stri
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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
Page 252 and 253: Figure 8.7 The Communications Brief
Page 254 and 255: KEY TAKEAWAY This section described
Page 256 and 257: 2. Is there a Chick-fil-A in your n
Page 258 and 259: Chapter 9 Choose Your Communication
Page 260 and 261: direct mail people, whoever else yo
Page 262 and 263: Campaigns that utilize multiple med
Page 264 and 265: 9.2 Elements of the Promotional Mix
Page 266 and 267: team is more relevant and effective
Page 268 and 269: virtual trade shows that you attend
Page 270 and 271: newsworthy, such as announcing a ne
Page 272 and 273: aloud. Salespeople in fashion retai
Page 274 and 275: drive potential new Sun customers t
Page 276 and 277: service Loopt, which allows its sub
Page 278 and 279: Fox: Ads That Can Change Pitch,”
Page 280 and 281: The third campaign in the series be
Page 282 and 283: Pool Resources with Associations an
Page 284 and 285: 9.4 Exercises TIE IT ALL TOGETHER N
Page 286 and 287: 1. Assume that you are a proponent
Page 288 and 289: Chapter 10Plan and Buy Media: SS+K
Page 290 and 291: 10.1 Traditional Advertising Media
Page 292 and 293: The print portion of the media plan
Page 294 and 295: The television plan that The Media
Page 296 and 297: “advertising abhors a vacuum,”
Page 298 and 299: Lack of messaging. Although sponsor
Page 300 and 301: KEY TAKEAWAY Traditional media incl
Page 304 and 305: In order to maximize the effectiven
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Page 308 and 309: As the tip of the iceberg, MTV rece
Page 310 and 311: are used to getting from real-world
Page 312 and 313: where they select the flavor of the
Page 314 and 315: catch up to Google (which provides
Page 316 and 317: [16] Quoted in Paul Hyman, “Burge
Page 318 and 319: 2. Demonstrate how media planning i
Page 320 and 321: A common place for these negotiatio
Page 322 and 323: Cost per thousand (CPM) Calculation
Page 324 and 325: outdoor advertising, online banner
Page 326 and 327: c. Define and discuss impressions,
Page 328 and 329: Assume that your advertising agency
Page 330 and 331: Assume one of two roles: (a) You ar
Page 332 and 333: 11.1 Execute on Media Platforms LEA
Page 334 and 335: Figure 11.4 The other campaign opti
Page 336 and 337: Figure 11.8 The client’s new logo
Page 338 and 339: Subject matter, composition, color,
Page 340 and 341: visually.” Sound effects reinforc
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Page 344 and 345: TV: Online ads are like TV commerci
Page 346 and 347: The total spending on alternative m
Page 348 and 349: [6] Quoted in Martin Pazzani, “Ma
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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
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Launch! Advertising and Promotion in Real Time, 2009a

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