Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
13.10 Spectrum Home Page Figure 13.14 This page on the msnbc.com site, coined the “Spectrum Page,” is a destination for all elements of the campaign. Users can view TV spots, download NewsSkimmer, and play NewsBreaker all from one place. Figure 13.15 A full timeline of all the work that SS+K and msnbc.com did together from pitch to launch of the first ever msnbc.com branding campaign. Saylor URL: http://www.saylor.org/books Saylor.org 403
Chapter 14 ROI: msnbc.com Decides if the Campaign Worked Figure 14.1 Three Months after Launch! “Cool ad! But did it work?” That’s the million dollar question (or often even more). Advertising serves many roles, from building awareness of a new acid jazz group to informing us of an asthma drug’s side effects. But at the end of the day, advertising is a call to action: it can be pretty, funny, sexy, or cute—but if an ad doesn’t sell the client’s product or service, or create the behavioral change a nonprofit hopes to achieve, it’s nothing more than an entry on an art director’s “reel” that may land him another juicy assignment. SS+K is keenly aware of the need to show results. Its client msnbc.com is counting on the new brandbuilding campaign to start to move the brand building, awareness, and traffic needle. Did the agency succeed in this quest? Let’s find out. Saylor URL: http://www.saylor.org/books Saylor.org 404
- 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 388 and 389: 3. Go to at least one favorite maga
- 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 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
- Page 438 and 439: Figure 14.24 SS+K compared the rate
- Page 440 and 441: Table 14.1 Final Takeaway and Lesso
- Page 442 and 443: [2] “The Association of National
- Page 444 and 445: 14.4 Exercises TIE IT ALL TOGETHER
- Page 446 and 447: site. Summarize what you have learn
Chapter 14<br />
ROI: msnbc.com Decides if the Campaign Worked<br />
Figure 14.1 Three Months after <strong>Launch</strong>!<br />
“Cool ad! But did it work?”<br />
That’s the million dollar question (or often even more). <strong>Advertis<strong>in</strong>g</strong> serves many roles, from build<strong>in</strong>g<br />
awareness of a new acid jazz group to <strong>in</strong>form<strong>in</strong>g us of an asthma drug’s side effects. But at the end of<br />
the day, advertis<strong>in</strong>g is a call to action: it can be pretty, funny, sexy, or cute—but if an ad doesn’t sell<br />
the client’s product or service, or create the behavioral change a nonprofit hopes to achieve, it’s<br />
noth<strong>in</strong>g more than an entry on an art director’s “reel” that may l<strong>and</strong> him another juicy assignment.<br />
SS+K is keenly aware of the need to show results. Its client msnbc.com is count<strong>in</strong>g on the new br<strong>and</strong>build<strong>in</strong>g<br />
campaign to start to move the br<strong>and</strong> build<strong>in</strong>g, awareness, <strong>and</strong> traffic needle. Did the agency<br />
succeed <strong>in</strong> this quest? Let’s f<strong>in</strong>d out.<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
404
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