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Advertising Campaigns: Start to Finish (V Advertising Campaigns Start to Finish v. 1.0 This is the book Advertising Campaigns: Start to Finish (v. 1.0). This book is licensed under a Creative Commons by-nc-sa 3.0 (http://creativecommons.org/licenses/by-nc-sa/ 3.0/) license. See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms. This book was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz (http://lardbucket.org) in an effort to preserve the availability of this book. Normally, the author and publisher would be credited here. However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed. Additionally, per the publisher's request, their name has been removed in some passages. More information is available on this project's attribution page (http://2012books.lardbucket.org/attribution.html?utm_source=header). For more information on the source of this book, or why it is available for free, please see the project's home page (http://2012books.lardbucket.org/). You can browse or download additional books there. ii Table of Contents About the Authors................................................................................................................. 1 Acknowledgments................................................................................................................. 4 Preface..................................................................................................................................... 7 Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client....................................... 10 Why Launch!? ............................................................................................................................................... 11 Meet Our Agency Partner: SS+K.................................................................................................................. 13 The Pitch: Win the Account ........................................................................................................................ 21 Let’s Meet the Potential Client ................................................................................................................... 27 Exercises........................................................................................................................................................ 30 Chapter 2: A User’s Manual: Advertising, Promotion, and Marketing Essentials 34 Advertising Is Old—and Brand New ........................................................................................................... 35 The Four Cornerstones of Marketing: The Four Ps .................................................................................. 48 Advertising Industry Structure .................................................................................................................. 56 Exercises........................................................................................................................................................ 67 Chapter 3: Advertising and Society................................................................................. 72 Economic Effects of Advertising................................................................................................................. 74 The Good: Advertising Enhances Our World............................................................................................. 79 The Bad: Ethical Hot Buttons...................................................................................................................... 89 Advertising Regulation: Who Looks Out for Us?..................................................................................... 100 Exercises...................................................................................................................................................... 105 Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its Consumers .......................................................................................................................... 110 From Talking to Consumers to Talking with Consumers ......................................................................111 Is the Medium the Message? Components of Communications............................................................114 Diffusion of Innovations............................................................................................................................ 121 Decision Making......................................................................................................................................... 126 Internal Influences on Consumers ........................................................................................................... 131 External Influences on Consumers .......................................................................................................... 146 Culture, Globalization, and Advertising .................................................................................................. 152 Exercises...................................................................................................................................................... 159 iii Chapter 5: Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out........................................................................................................................................ 163 Types of Data .............................................................................................................................................. 165 Primary Data............................................................................................................................................... 168 Secondary Data........................................................................................................................................... 178 Physiological Data...................................................................................................................................... 182 Using Research to Guide a Successful Launch ........................................................................................ 187 Exercises...................................................................................................................................................... 192 Chapter 6: Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer ...................................................................................... 197 Segment Your Market: Who’s Out There?............................................................................................... 201 Target Your Customer: Who’s Going to Want It? ................................................................................... 219 Position Your Brand: Why Will They Want It?........................................................................................ 225 Exercises...................................................................................................................................................... 230 Chapter 7: Decide What You Can Afford to Say: msnbc.com Sets the Budget ..... 236 Budgeting Methods.................................................................................................................................... 237 Share of Voice (SOV).................................................................................................................................. 245 Return on Investment (ROI)...................................................................................................................... 250 Managing a Budget .................................................................................................................................... 260 Exercises...................................................................................................................................................... 262 Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief .............................................................................................................................. 267 The Power of Branding.............................................................................................................................. 269 Describe Where You Are: A Strategic Framework.................................................................................. 274 Define Where You Want to Go: Set Objectives ........................................................................................ 283 Decide How You’ll Get There: Create a Strategy..................................................................................... 287 The Creative Brief ...................................................................................................................................... 289 Exercises...................................................................................................................................................... 297 Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics............................................................................................. 301 Integrated Marketing Communications: United We Stand ...................................................................304
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