Launch! Advertising and Promotion in Real Time, 2009a

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National cable metrics from the msnbc.com campaign show the planned CPM versus the actual CPM. ESPN2 and History Channel met or exceeded purchased impressions. Figure 14.5 The channels SS+K chose for the msnbc.com campaign covered the range and interest of the msnbc.com News Explorer. Saylor URL: http://www.saylor.org/books Saylor.org 415
There was a unique advantage for msnbc.com; as part of the NBC and Microsoft families it could tap into these resources. The client was able to request in-kind media, which is placement on their properties at no media cost. The TV spots ran during launch week of the campaign. Figure 14.6In-Kind Media Results from TV United Airlines ran the thirty-second msnbc.com spot on its in-flight television programs. Figure 14.7 Satellite purchase was a strategic way for msnbc.com messaging to air on competitors’ networks. Dish Network exceeded purchased impressions. Saylor URL: http://www.saylor.org/books Saylor.org 416
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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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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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team is more relevant and effective
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virtual trade shows that you attend
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newsworthy, such as announcing a ne
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aloud. Salespeople in fashion retai
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drive potential new Sun customers t
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service Loopt, which allows its sub
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Fox: Ads That Can Change Pitch,”
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The third campaign in the series be
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Pool Resources with Associations an
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1. Assume that you are a proponent
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Chapter 10Plan and Buy Media: SS+K
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10.1 Traditional Advertising Media
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The print portion of the media plan
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The television plan that The Media
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“advertising abhors a vacuum,”
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Lack of messaging. Although sponsor
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KEY TAKEAWAY Traditional media incl
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10.2 New Media LEARNING OBJECTIVES
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In order to maximize the effectiven
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presented by Craftsman at Sears,”
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As the tip of the iceberg, MTV rece
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are used to getting from real-world
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where they select the flavor of the
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catch up to Google (which provides
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[16] Quoted in Paul Hyman, “Burge
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2. Demonstrate how media planning i
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A common place for these negotiatio
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Cost per thousand (CPM) Calculation
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outdoor advertising, online banner
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c. Define and discuss impressions,
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Assume that your advertising agency
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Assume one of two roles: (a) You ar
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11.1 Execute on Media Platforms LEA
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Figure 11.4 The other campaign opti
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Figure 11.8 The client’s new logo
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Subject matter, composition, color,
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visually.” Sound effects reinforc
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from the opposite direction seeing
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TV: Online ads are like TV commerci
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The total spending on alternative m
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[6] Quoted in Martin Pazzani, “Ma
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is a more accurate measure of likel
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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
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 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 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
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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
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