Launch! Advertising and Promotion in Real Time, 2009a

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[1] 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; Suzanne Vranica, “J&J Joins Critics of Agency Structure: Consumer Researchers and Creative Teams Shouldn’t Be Separate,” Wall Street Journal, May 11, 2007, B4. Saylor URL: http://www.saylor.org/books Saylor.org 53
2.4 Exercises TIE IT ALL TOGETHER Now that you have read this chapter, you should be able to understand the advertising, promotion, and marketing essentials necessary to win the msnbc.com account: You can define the term advertising. You can differentiate advertising from other marketing communication forms. You have reviewed the colorful history and background of advertising. You can classify the various types of advertising and promotion in use today. You can identify the four cornerstones of marketing (e.g., the Four Ps). You can recall how the advertising industry is structured and recognize the different types of advertising agencies found in today’s marketplace. You can describe how agencies have been compensated historically and in present times. You can indicate the type of clients that are available to advertisers and their agencies. You can list the different careers in advertising available to students and professionals. USE WHAT YOU’VE LEARNED 1. If you were to build the perfect laptop computer, how would you design it? This is the very question faced by any company that wishes to compete in today’s highly competitive laptop computer market. Two heavyweight competitors, Lenovo and Apple, are betting that their products will win the market share race in the laptop market. Lenovo has the superthin ThinkPad X300 positioned against Apple’s MacBook Air. Comparison tables show that each of these highly desirable products has very similar features and characteristics with a slight positive edge going to the ThinkPad X300. Prices are also similar. Considering the facts you have been given and the types of advertising and promotion discussed in this chapter, recommend the forms of advertising and promotion that Lenovo should use to exploit its slight advantage over Apple’s product. Be sure to consider whom you would address with your message and the best way to reach them as you write your recommendation. 2. Let’s assume that you and a few close friends have just invented a new video game that has all the people you know raving about it. It’s a spin-off from the wildly popular Guitar Hero concept where the music player can become a keyboardist (keyboard sold with game unit), bass player, or drummer (complete with Saylor URL: http://www.saylor.org/books Saylor.org 54
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This text was adapted by The Saylor
Page 4 and 5: 1.1 Why Launch!? LEARNING OBJECTIVE
Page 6 and 7: 1.2 Meet Our Agency Partner: SS+K L
Page 8 and 9: This perspective is a consumer-cent
Page 10 and 11: Follow the e-mail trail. Dr. Duke C
Page 12 and 13: As you can see, it takes a village
Page 14 and 15: 1.3 The Pitch: Win the Account LEAR
Page 16 and 17: Initial strategic thinking. Before
Page 18 and 19: Figure 1.9 The Pitch Process How do
Page 20 and 21: 1.4 Let’s Meet the Potential Clie
Page 22 and 23: 1.5 Exercises TIE IT ALL TOGETHER N
Page 24 and 25: message to them. What do you percei
Page 26 and 27: LEARNING OBJECTIVES After studying
Page 28 and 29: eally are trying to fake you out. F
Page 30 and 31: MySpace. We weren’t early enough
Page 32 and 33: Specialty print media include bookl
Page 34 and 35: Ad-Supported Content Ad agencies ar
Page 36 and 37: [5] “Traditional Radio’s Digita
Page 38 and 39: the promotional activities that int
Page 40 and 41: increasingly thin layer of audience
Page 42 and 43: Figure 2.8 A sales promotion is a t
Page 44 and 45: 2.3 Advertising Industry Structure
Page 46 and 47: Figure 2.10 Matrix Organization in
Page 48 and 49: P&G reacted to this problem when it
Page 50 and 51: Media buyers and media planners eva
Page 52 and 53: Within a company, the jobs of the a
Page 56 and 57: drumsticks and simulated drumhead p
Page 58 and 59: Figure 3.1 Build a Foundation Chapt
Page 60 and 61: 3.1 Economic Effects of Advertising
Page 62 and 63: Broadcast radio and TV rely exclusi
Page 64 and 65: 3.2 The Good: Advertising Enhances
Page 66 and 67: washing with soap, that remain kill
Page 68 and 69: share, so they tend to be more stri
Page 70 and 71: now one of the primary attributes s
Page 72 and 73: [8] Mister Snitch!, “Top Ten Reje
Page 74 and 75: here is subjective—your image of
Page 76 and 77: “If you let me play sports, I wil
Page 78 and 79: Categories can be made quite specif
Page 80 and 81: Luxury products are not a bad or wa
Page 82 and 83: [9] Jean Grow and Joyce M. Wolburg,
Page 84 and 85: 3.4 Advertising Regulation: Who Loo
Page 86 and 87: Agencies), the ANA (Association of
Page 88 and 89: [3] American Association of Adverti
Page 90 and 91: about one-half the size of existing
Page 92 and 93: Chapter 4 Consumers and the Communi
Page 94 and 95: messages they see or hear, and when
Page 96 and 97: 4.2 Is the Medium the Message? Comp
Page 98 and 99: Figure 4.4 SS+K used actor George C
Page 100 and 101: SS+K developed a comparative messag
Page 102 and 103: 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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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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9.4 Exercises TIE IT ALL TOGETHER N
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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
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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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