LSU MKT-3421 Version: Advertising and Promotion in Real Time v1.0.8

By Michael Solomon, Lisa Duke Cornell, and Amit Nizan

Published

August 2017

Discipline

Marketing Textbooks

ISBN (Digital)

978-1-4533-8742-9

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