Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
Table 14.1 Final Takeaway and Lessons from the msnbc.com Branding Campaign A BRAND IS BORN “This is a good thing, we now have an independent identity.” —msnbc.com key stakeholder INTERNAL RALLYING CRY “It’s now visually clear that we are different and we’ve arrived somewhere special and unique, and it works because we brought it out ourselves, it’s who we are.” —msnbc.com key stakeholder STARTING TO GET THE WORD OUT Paid media impressions: Over 730 million Earned media impressions: Over 175 million LOW CONSUMER AWARENESS Statistically insignificant changes in awareness and ad recall among News Explorers HIGH CONSUMER ENGAGEMENT Large amount of time spent playing online game High recall of game sponsor in-cinema CLARIFIED IDENTITY HELPS DEVELOP AS NEWS SOURCE, NOT JUST A NEWS SITE “The key is, we have to keep at it, this can’t be a one shot deal, we have to get it out there more.” —msnbc.com key stakeholder KEEP EVOLVING THE PRODUCT “We know that CNN.com beat us to a redesign, and we know that we are behind them, we are working on getting our flexible design out there.” —msnbc.com key stakeholder Since the campaign, msnbc.com has been decorated with more than a dozen honors and accolades, including these awards. As you’ll note, these awards are in different categories from effectiveness to creativity. Visit each of their Web sites to learn more about the prestige of each of these awards. Saylor URL: http://www.saylor.org/books Saylor.org 439
Winner of the prestigious international Webby Award for best Integrated Campaign, honoring excellence on the Internet Winner of a Gold EFFIE award (small budget campaign) for effective advertising, honoring the most significant achievement in the business of marketing communications: ideas that work Winner of the Gold One Show Interactive award for brand gaming Winner of the Gold One Show Interactive award for its integrated campaign (interactive and noninteractive) Winner of a Bronze ANDY award from the Ad Club of New York for creativity in advertising KEY TAKEAWAY Advertisers continue to search for new platforms as they compete for the attention of media-saturated consumers. Today virtually anything—from a cemetery to a rocket ship—can be used to get across a message. But these emerging venues don’t necessarily have a tradition (yet) of measuring direct impact. An exception is direct marketing; its lifeblood is about tying a message directly to a result. Whether via mail catalogs or online ads, direct marketers carefully track the effectiveness of each and every message they send. This sounds great, and it usually is—but remember, as we’ve already noted, short-term purchases may boost your bottom line this quarter but still come back to bite you in the long term if these messages don’t contribute to a more fundamental shaping of customers’ deep-seated feelings and beliefs about the product or service. And so, the search for the Holy Grail continues. EXERCISES a. List and briefly characterize each of the alternative media forms listed. b. Identify and describe each of the Interactive Advertising Bureau’s (IAB) five basic metrics for advergaming. c. Describe how e-commerce marketers use the conversion rate metric to track customer activity. [1] “In-Store Marketing Gives Highest Return,” November 2003,http://www.popai.com/AM/Template.cfm?Section=Search§ion=June&template=/CM/ContentDisplay.cf m&ContentFileID=897(accessed August 16, 2008). Saylor URL: http://www.saylor.org/books Saylor.org 440
- 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
- Page 438 and 439: Figure 14.24 SS+K compared the rate
- 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
W<strong>in</strong>ner of the prestigious <strong>in</strong>ternational Webby Award for best Integrated Campaign, honor<strong>in</strong>g<br />
excellence on the Internet<br />
<br />
W<strong>in</strong>ner of a Gold EFFIE award (small budget campaign) for effective advertis<strong>in</strong>g, honor<strong>in</strong>g the most<br />
significant achievement <strong>in</strong> the bus<strong>in</strong>ess of market<strong>in</strong>g communications: ideas that work<br />
<br />
<br />
W<strong>in</strong>ner of the Gold One Show Interactive award for br<strong>and</strong> gam<strong>in</strong>g<br />
W<strong>in</strong>ner of the Gold One Show Interactive award for its <strong>in</strong>tegrated campaign (<strong>in</strong>teractive <strong>and</strong><br />
non<strong>in</strong>teractive)<br />
<br />
W<strong>in</strong>ner of a Bronze ANDY award from the Ad Club of New York for creativity <strong>in</strong> advertis<strong>in</strong>g<br />
KEY TAKEAWAY<br />
Advertisers cont<strong>in</strong>ue to search for new platforms as they compete for the attention of media-saturated<br />
consumers. Today virtually anyth<strong>in</strong>g—from a cemetery to a rocket ship—can be used to get across a<br />
message. But these emerg<strong>in</strong>g venues don’t necessarily have a tradition (yet) of measur<strong>in</strong>g direct impact.<br />
An exception is direct market<strong>in</strong>g; its lifeblood is about ty<strong>in</strong>g a message directly to a result. Whether via<br />
mail catalogs or onl<strong>in</strong>e ads, direct marketers carefully track the effectiveness of each <strong>and</strong> every message<br />
they send. This sounds great, <strong>and</strong> it usually is—but remember, as we’ve already noted, short-term<br />
purchases may boost your bottom l<strong>in</strong>e this quarter but still come back to bite you <strong>in</strong> the long term if these<br />
messages don’t contribute to a more fundamental shap<strong>in</strong>g of customers’ deep-seated feel<strong>in</strong>gs <strong>and</strong> beliefs<br />
about the product or service. And so, the search for the Holy Grail cont<strong>in</strong>ues.<br />
EXERCISES<br />
a. List <strong>and</strong> briefly characterize each of the alternative media forms listed.<br />
b. Identify <strong>and</strong> describe each of the Interactive <strong>Advertis<strong>in</strong>g</strong> Bureau’s (IAB) five basic metrics for<br />
advergam<strong>in</strong>g.<br />
c. Describe how e-commerce marketers use the conversion rate metric to track customer activity.<br />
[1] “In-Store Market<strong>in</strong>g Gives Highest Return,” November<br />
2003,http://www.popai.com/AM/Template.cfm?Section=Search§ion=June&template=/CM/ContentDisplay.cf<br />
m&ContentFileID=897(accessed August 16, 2008).<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
440
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