Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
3. Go to at least one favorite magazine and find an advertisement that would rate high on your likeability scale. Using the factors listed in the chapter that constitute the likeability of an ad, illustrate how well your ad embodies each of these five factors. Next, take an ad that you like somewhat, but not as much as your first choice. Illustrate how, by using the five factors, you could make the second ad more likeable. Explain your thinking and illustrations. 4. According to this chapter, copywriters use literary forms and devices to structure commercials. Take the terms lecture, drama, allegory, metaphor, and simile and find examples of them in specific ads from magazines you read, television shows you watch, and online browsing and surfing experiences. List the phrase from the chosen ads and indicate why the phrase matches one of the terms. Please provide a brief description of the ad itself. Comment on the importance of word choice in copywriting. Chapter 13 Launch! msnbc.com’s First-Ever Branding Campaign Figure 13.1 Zero Months to Launch! Saylor URL: http://www.saylor.org/books Saylor.org 387
Once all the planning, preparation, and production was complete, it was time for the campaign to come to life. On April 2, 2007, the first-ever msnbc.com branding campaign launched to the public in TV, print, and online media. Think of this chapter as a campaign portfolio. It will show you the executions and take you through the exact sequence of events as SS+K introduced the “Fuller Spectrum of News” campaign. 13.1 msnbc.com: A Campaign Portfolio The campaign consisted of many interrelated pieces. All of them tied back to the major campaign objective of building a solid and positive brand image for msnbc.com. SS+K and its partners Saylor URL: http://www.saylor.org/books Saylor.org 388
- Page 338 and 339: Subject matter, composition, color,
- Page 340 and 341: visually.” Sound effects reinforc
- Page 342 and 343: from the opposite direction seeing
- 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
- Page 350 and 351: is a more accurate measure of likel
- Page 352 and 353: position for Apple as revolutionary
- 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
- Page 366 and 367: [5] Quoted in Geoff Colvin, “Sell
- Page 368 and 369: In 2007, Dial rebranded its Soft &
- Page 370 and 371: It also helps when viewers don’t
- Page 372 and 373: The solution? Advertisers need to s
- Page 374 and 375: [2] David Carr and Tracie Rozhon,
- Page 376 and 377: providing our consumers with even m
- Page 378 and 379: Tupperware Chairman-CEO Rick Goings
- Page 380 and 381: KEY TAKEAWAY An executional framewo
- Page 382 and 383: 1. Characterize the members of an a
- Page 384 and 385: Art direction has grown in importan
- Page 386 and 387: You can explain why having an emoti
- Page 390 and 391: accomplished this by designing mult
- Page 392 and 393: As you saw in the media plan we pre
- Page 394 and 395: 13.4 TV Another important element o
- Page 396 and 397: Figure 13.7 The banners titled “P
- Page 398 and 399: The “Keywords” banner ads were
- Page 400 and 401: 13.7 NewsBreaker Game Another insig
- Page 402 and 403: 13.8 NewsBreaker Live The final pus
- Page 404 and 405: 13.10 Spectrum Home Page Figure 13.
- Page 406 and 407: 14.1 ROI: Show Me the Money LEARNIN
- Page 408 and 409: Marketers echo this pessimism; many
- Page 410 and 411: The ROI for any campaign must relat
- Page 412 and 413: [1] Jeff Lowe, “The Marketing Das
- Page 414 and 415: While an advertiser in the 1960s co
- Page 416 and 417: National cable metrics from the msn
- Page 418 and 419: Figure 14.8 msnbc.com purchased a
- Page 420 and 421: Read Most: The percentage of reader
- Page 422 and 423: Double-page spreads and bound multi
- Page 424 and 425: 14.3 ROI for Alternative Media LEAR
- Page 426 and 427: Outdoor advertising is quickly movi
- Page 428 and 429: procure products they needed to dre
- Page 430 and 431: Figure 14.15 Chart tracking number
- Page 432 and 433: Online advertising formats have his
- Page 434 and 435: Figure 14.18 In order to optimize o
- Page 436 and 437: In addition to measuring elements o
Once all the plann<strong>in</strong>g, preparation, <strong>and</strong> production was complete, it was time for the campaign to<br />
come to life. On April 2, 2007, the first-ever msnbc.com br<strong>and</strong><strong>in</strong>g campaign launched to the public <strong>in</strong><br />
TV, pr<strong>in</strong>t, <strong>and</strong> onl<strong>in</strong>e media. Th<strong>in</strong>k of this chapter as a campaign portfolio. It will show you the<br />
executions <strong>and</strong> take you through the exact sequence of events as SS+K <strong>in</strong>troduced the “Fuller<br />
Spectrum of News” campaign.<br />
13.1 msnbc.com: A Campaign Portfolio<br />
The campaign consisted of many <strong>in</strong>terrelated pieces. All of them tied back to the major campaign<br />
objective of build<strong>in</strong>g a solid <strong>and</strong> positive br<strong>and</strong> image for msnbc.com. SS+K <strong>and</strong> its partners<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
388
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