Launch! Advertising and Promotion in Real Time, 2009a

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[16] Quoted in Paul Hyman, “Burger King Has It Their Way with Advergame Sales,”Hollywood Reporter, February 7, 2007,http://www.hollywoodreporter.com/hr/content_display/features/columns/playing.../e3i19a1b95e867baa 55b5c3c3c6d5061b53 (accessed February 10, 2009). [17] Quoted in Robert Levine, “Planned Guns N’ Roses Deal Underscores Power of Video Games to Sell Songs,” New York Times Online, July 22, 2008, http://www.nytimes.com(accessed July 22, 2008). [18] Douglas Quenqua, “The Vampires are Coming, but Only After Months of Warnings,”New York Times Online, July 15, 2008, http://www.nytimes.com (accessed July 15, 2008); Alison Lange Engel, “The Best of the Buzz: A Judge Shares Highlights from the Buzz Awards Submissions,” Adweek, September 11, 2006, 22. [19] Stephanie Clifford, “An Online Game so Mysterious Its Famous Sponsor is Hidden,”New York Times Online, April 1, 2008, http://www.nytimes.com (accessed April 1, 2008). [20] Sonia Reyes, “Packaged Foods” Adweek, April 30, 2007, SR19. [21] Quoted in “The Results Issue,” Brandweek, July 23, 2007, 28. [22] Quoted in “Brand Building in the Digital Age: A Dizzying Array of Choices,”Knowledge@Wharton, April 11, 2007, http://www.knowledge.wharton.upenn.edu(accessed July 28, 2008). [23] Jack Neff, “P&G Lets Consumers Act as Media Planners: Asks Customers to Weigh in on Gay Kissing and Hip- Hop Programming,” Advertising Age, April 29, 2008,http://www.adage.com (accessed April 29, 2008). [24] Karl Greenberg, “Study: Half of Online Users Create or Read UGC,” Marketing Daily, May 15, 2007, http://www.mediapost.com (accessed May 15, 2007). [25] “Attitudes of US Internet Users toward Digital Entertainment, by Age, October 2007,” eMarketer, January 7, 2008, http://www.emarketer.com (accessed January 7, 2008). [26] Martin Olausson, “The People’s Revolution: Implications of Web 2.0 and Social Media Applications,” Strategy Analytics, November 30, 2007,http://www.strategyanalytics.com/default.aspx?mod=ReportAbstractViewer &a0=3690(accessed February 13, 2009). [27] Sonia Reyes, “Packaged Foods,” Adweek, April 30, 2007, SR19. [28] Emily Burg, “Leverage User-Generated Content to Boost Brands,” Marketing Daily, March 13, 2007, http://www.mediapost.com (accessed March 13, 2007). [29] Lisa Stone, “Compass Partners 2008 Social Media Benchmark Study: Blogging Mainstream, ‘Reliable’ for Fun, Advice and Information,” Blogher,http://www.blogher.com/blogher-compass-partners-2008-social-mediabenchmark- study-blogging-mainstream-reliable-fun-advice-a (accessed February 13, 2009). Saylor URL: http://www.saylor.org/books Saylor.org 315
[30] “2008 Social Media Benchmark Study,” BlogHer/Compass Partners,http://www.blogher.com/bloghercompass-partners-2008-social-media-benchmark- study-blogging-mainstream-reliable-funadvice-a (accessed July 28, 2008). [31] Jack Neff, “P&G Relies on Power of Mommy Bloggers; Giant Calls Them the ‘New Influencers,’” Advertising Age, July 14, 2008, http://adage.com/digital/article?article_id=129580 (accessed July 14, 2008). [32] Abbey Klaassen, “MySpace Tool Allows Marketers to Manage Their Own Profiles; Brands Will be Able to Gain a Presence on the Social Network More Efficiently and Keep Creative Control,” Advertising Age, April 21, 2008, http://www.adage.com (accessed April 21, 2008). [33] Brad Stone and Miguel Helft, “Microsoft Seeks an Ad Friend in Facebook,” New York Times Online, July 25, 2008,http://www.nytimes.com/2008/07/25/business/media/25adco.html?ref=media (accessed February 10, 2009). [34] Suzanne Vranica, “Ad Houses Will Need to Be More Nimble; Clients are Demanding More and Better Use of Consumer Data, Web,” Wall Street Journal, January 2, 2008, B3. 10.3 Media Strategy LEARNING OBJECTIVES After studying this section, students should be able to do the following: 1. List and describe the four forms of message objectives. Saylor URL: http://www.saylor.org/books Saylor.org 316
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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
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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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Page 268 and 269: virtual trade shows that you attend
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Page 272 and 273: aloud. Salespeople in fashion retai
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Page 276 and 277: service Loopt, which allows its sub
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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
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 302 and 303: 10.2 New Media LEARNING OBJECTIVES
Page 304 and 305: In order to maximize the effectiven
Page 306 and 307: presented by Craftsman at Sears,”
Page 308 and 309: As the tip of the iceberg, MTV rece
Page 310 and 311: are used to getting from real-world
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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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Page 354 and 355: prompted the viewer to think about
Page 356 and 357: 11.3 Exercises TIE IT ALL TOGETHER
Page 358 and 359: products? What do you think the fut
Page 360 and 361: Chapter 12 Make the Message Sell: S
Page 362 and 363: 1. Define relevance and resonance.
Page 364 and 365: 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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