Launch! Advertising and Promotion in Real Time, 2009a

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In order to maximize the effectiveness of the msnbc.com campaign, SS+K and The Media Kitchen planned a big online presence for the launch phase of the effort on these categories of interest to the News Explorer and the respective sites within those categories. M-Commerce Mobile commerce refers to the growing trend of reaching consumers through their cell phones and wireless PDAs. For example, Absolut brand vodka partnered with Free411, an ad-supported directoryassistance service. Free411 is just like the phone company’s service, except that it’s free. Each time the service’s forty-five thousand users called to get the number for a club or bar, they first heard a fifteensecond spot for Absolut’s new Pears vodka. Callers were then offered a drink recipe that would be text messaged to their cell phones to give to their bartender. Nearly two thousand callers said yes, which was roughly 4 percent of the total call volume. (That’s actually eight times the average response rate for such an offer.) The cost of the promotion was under $50,000. [3] Cell phone advertising is still in its infancy in the United States, but it’s much more common in some other countries, especially those where a large number of people carry Web-enabled phones—in some parts of Europe this proportion is as high as three-fourths of the population. Some advertisers are skeptical about the future of m-commerce because they feel that many consumers will resist the practice of seeing a lot of ad messages clog up their phones. One recent survey reported that only 18 percent of American respondents said they were receptive to the idea of watching ads in exchange for free mobile content. But 37 percent of Europeans like the idea. And large numbers of respondents said they visited a Web site or requested more information about a product after seeing a mobile ad. [4] The pace of cell phone advertising is likely to pick up as more people get used to the idea of accessing content (other than IMs) on their mobiles. Already, major phone companies including Verizon Communications and AT&T have signed deals to distribute programming—including Saturday Night Live clips and user-generated video—to cell phone customers along with ads to support this effort. Expect to see further integration of viewing platforms; even now AT&T is working on a system to coordinate digital purchases so that when a customer buys a movie on his laptop, it’s instantly available for streaming to his cell phone and on-demand on his TV. [5] In addition to using cell phones to send broad-based ad messages, the coupon business is due for a radical makeover as mobile couponing takes off. Today cell phone users can sign up to receive mobile coupons Saylor URL: http://www.saylor.org/books Saylor.org 303
that offer discounts on products ranging from CDs and DVDs to fast food. To cash in the coupons, consumers show their cell phone screen that displays the coupon to a store cashier. Virgin Megastores, Hollywood Video, Domino’s Pizza, and Quiznos Subs participate in this program, and about one million people have signed up for the service. [6] Picture this scenario: you’re strolling down the street and as you pass a Starbucks your trusty phone beeps and invites you to stop in to receive a discounted Grande Vivanno Chocolate Banana smoothie. Sound farfetched? For now, yes—but probably not for long. The exciting evolution of GPS technology creates the capability for advertisers to beam coupons to phone users depending on their location. In one early test of this method, Coupon CBS partnered with the social networking service Loopt, which already allows its subscribers to track participating friends. Ads appear on two Web sites tailored for mobile devices, CBS Mobile News and CBS Mobile Sports. People who choose to participate might see an ad from a business within a block or two of where they live. [7] SS+K Spotlight Melinda Moore SS+K’s VP of Marketing from the Los Angeles office, Melinda Moore, talks about prospective mobile ideas for msnbc.com. http://app.wistia.com/embed/medias/af2077461b Melinda discusses mobile marketing. Product Placement In the 2008 season finale of CSI: NY one of the show’s characters asks the detectives to gather on a sophisticated videoconferencing system to discuss a shooting. But it wasn’t just any system—one of the other investigators elaborates, “She wants everybody on a TelePresence call.” This happens to be a system that Cisco sells—and it has a way of showing up prominently in TV shows, including 24 and Heroes, as well as in movies like You, Me and Dupree and I Am Legend. [8] Product placement, where a show’s story line incorporates a branded product, is a strategy to reach consumers on a traditional medium. This technique is now quite common in TV shows and movies, but it even pops up in Broadway shows and the occasional novel. This practice is so commonplace (and profitable) now that it’s evolving into a new form of promotion we call branded entertainment, where advertisers showcase their products in longer-form narrative films instead of brief commercials. For example, SportsCenter on ESPN showed installments of “The Scout Saylor URL: http://www.saylor.org/books Saylor.org 304
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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
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Figure 8.7 The Communications Brief
Page 254 and 255: KEY TAKEAWAY This section described
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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
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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
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Page 298 and 299: Lack of messaging. Although sponsor
Page 300 and 301: KEY TAKEAWAY Traditional media incl
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Page 308 and 309: As the tip of the iceberg, MTV rece
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Page 316 and 317: [16] Quoted in Paul Hyman, “Burge
Page 318 and 319: 2. Demonstrate how media planning i
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Page 322 and 323: Cost per thousand (CPM) Calculation
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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
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Page 334 and 335: Figure 11.4 The other campaign opti
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Page 348 and 349: [6] Quoted in Martin Pazzani, “Ma
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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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