Launch! | Michael Solomon, Lisa Duke Cornell, and Amit Nizan

- 1Meet SS+K: A Real Agency Pitches a Real Client
- 2A User’s Manual: Advertising, Promotion, and Marketing Essentials
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  - 2.1Advertising Is Old—and Brand New
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  - 2.2The Four Cornerstones of Marketing: The Four Ps
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  - 2.3Advertising Industry Structure
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  - 2.4Exercises
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- 3Advertising and Society
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  - 3.1Economic Effects of Advertising
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  - 3.2The Good: Advertising Enhances Our World
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  - 3.3The Bad: Ethical Hot Buttons
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  - 3.4Advertising Regulation: Who Looks Out for Us?
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  - 3.5Exercises
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- 4Consumers and the Communications Process: SS+K Gets to Know Its Consumers
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  - 4.1From Talking to Consumers to Talking with Consumers
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  - 4.2Is the Medium the Message? Components of Communications
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  - 4.3Diffusion of Innovations
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  - 4.4Decision Making
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  - 4.5Internal Influences on Consumers
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  - 4.6External Influences on Consumers
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  - 4.7Culture, Globalization, and Advertising
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  - 4.8Exercises
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- 5Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out
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  - 5.1Types of Data
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  - 5.2Primary Data
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  - 5.3Secondary Data
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  - 5.4Physiological Data
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  - 5.5Using Research to Guide a Successful Launch
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  - 5.6Exercises
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- 6Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer
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  - 6.1Segment Your Market: Who’s Out There?
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  - 6.2Target Your Customer: Who’s Going to Want It?
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  - 6.3Position Your Brand: Why Will They Want It?
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  - 6.4Exercises
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- 7Decide What You Can Afford to Say: msnbc.com Sets the Budget
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  - 7.1Budgeting Methods
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  - 7.2Share of Voice (SOV)
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  - 7.3Return on Investment (ROI)
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  - 7.4Managing a Budget
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  - 7.5Exercises
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- 8Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief
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  - 8.1The Power of Branding
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  - 8.2Describe Where You Are: A Strategic Framework
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  - 8.3Define Where You Want to Go: Set Objectives
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  - 8.4Decide How You’ll Get There: Create a Strategy
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  - 8.5The Creative Brief
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  - 8.6Exercises
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- 9Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics
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  - 9.1Integrated Marketing Communications: United We Stand
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  - 9.2Elements of the Promotional Mix: The Advertiser’s Trusty Tools
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  - 9.3Create the Promotional Plan
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  - 9.4Exercises
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- 10Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message
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  - 10.1Traditional Advertising Media
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  - 10.2New Media
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  - 10.3Media Strategy
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  - 10.4Exercises
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- 11Execute on All Platforms: SS+K Goes into Production Overdrive
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  - 11.1Execute on Media Platforms
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  - 11.2How Do We Know What Worked? Evaluating Ad Executions
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  - 11.3Exercises
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- 12Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story
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  - 12.1Keys to Superior Advertising
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  - 12.2Types of Appeals: How Ads Generate Resonance
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  - 12.3Executional Frameworks: How Ads Generate Relevance
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  - 12.4The Creative Team
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  - 12.5Exercises
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- 13Launch! msnbc.com’s First-Ever Branding Campaign
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  - 13.1msnbc.com: A Campaign Portfolio
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  - 13.2Logo
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  - 13.3Print
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  - 13.4TV
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  - 13.5Online Banners
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  - 13.6Screensaver
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  - 13.7NewsBreaker Game
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  - 13.8NewsBreaker Live
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  - 13.9E-mail Blast
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  - 13.10Spectrum Home Page
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- 14ROI: msnbc.com Decides if the Campaign Worked
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  - 14.1ROI: Show Me the Money
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  - 14.2ROI for Broadcast and Print Media
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  - 14.3ROI for Alternative Media
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  - 14.4Exercises
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