Brief Table of Contents

Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client

Chapter 2: A User’s Manual: Advertising, Promotion, and Marketing Essentials

Chapter 3: Advertising and Society

Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its Consumers

Chapter 5: Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out

Chapter 6: Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer

Chapter 7: Decide What You Can Afford to Say: msnbc.com Sets the Budget

Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief

Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics

Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message

Chapter 11: Execute on All Platforms: SS+K Goes into Production Overdrive

Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story

Chapter 13: Launch! msnbc.com’s First-Ever Branding Campaign

Chapter 14: ROI: msnbc.com Decides if the Campaign Worked