Textbook Details
- By:
- Michael Solomon, Lisa Duke Cornell, and Amit Nizan
- Published:
- January 2017
- Discipline:
- ISBN (Digital):
- 978-1-4533-8238-7
Brief Table of Contents
Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client
Chapter 2: Marketing Essentials and the Role of Promotion
Chapter 3: Landscape Changes
Chapter 4: Advertising and Society
Chapter 5: Consumer Behavior Essentials
Chapter 6: Know Your Audience: Marketing Research
Chapter 7: Segment, Target, and Position Your Audience
Chapter 8: Decide What You Can Afford to Say: Set the Budget
Chapter 9: Create a Strategy: SWOT, Objectives and Brief
Chapter 10: The Advertising Communication Weapon: Choose The Right Ad Media
Chapter 11: Make the Message Sell: Making Components Tell the Brand Story
Chapter 12: Additional Communication Weapons: SP, PS, DM+
Chapter 13: Additional Communication Weapons: Sponsorships
Chapter 14: Additional Communication Weapons: Public Relations
Chapter 15: Execute on All Platforms: SS+K Goes into Production Overdrive
Chapter 16: Launch! msnbc.com’s First-Ever Branding Campaign
Chapter 17: ROI: msnbc.com Decides if the Campaign Worked