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Table of Contents

    • About the Authors
    • Acknowledgments
    • Preface
    • 1A User’s Manual: Advertising, Promotion, and Marketing Essentials
      • 1.1Advertising Is Old—and Brand New
      • 1.2The Four Cornerstones of Marketing: The Four Ps
      • 1.3Advertising Industry Structure
      • 1.4Exercises
    • 2Advertising and Society

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      • 2.1Economic Effects of Advertising

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      • 2.2The Good: Advertising Enhances Our World

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      • 2.3The Bad: Ethical Hot Buttons

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      • 2.4Advertising Regulation: Who Looks Out for Us?

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      • 2.5Exercises

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    • 3Consumers and the Communications Process: SS+K Gets to Know Its Consumers

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      • 3.1From Talking to Consumers to Talking with Consumers

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      • 3.2Is the Medium the Message? Components of Communications

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      • 3.3Diffusion of Innovations

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      • 3.4Decision Making

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      • 3.5Internal Influences on Consumers

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      • 3.6External Influences on Consumers

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      • 3.7Culture, Globalization, and Advertising

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      • 3.8Exercises

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    • 4Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer

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      • 4.1Segment Your Market: Who’s Out There?

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      • 4.2Target Your Customer: Who’s Going to Want It?

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      • 4.3Position Your Brand: Why Will They Want It?

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      • 4.4Exercises

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    • 5Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief

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      • 5.1The Power of Branding

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      • 5.2Describe Where You Are: A Strategic Framework

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      • 5.3Define Where You Want to Go: Set Objectives

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      • 5.4Decide How You’ll Get There: Create a Strategy

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      • 5.5The Creative Brief

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      • 5.6Exercises

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    • 6Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics

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      • 6.1Integrated Marketing Communications: United We Stand

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      • 6.2Elements of the Promotional Mix: The Advertiser’s Trusty Tools

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      • 6.3Create the Promotional Plan

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      • 6.4Exercises

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    • 7Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message

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      • 7.1Traditional Advertising Media

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      • 7.2New Media

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      • 7.3Media Strategy

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      • 7.4Exercises

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    • 8Execute on All Platforms: SS+K Goes into Production Overdrive

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      • 8.1Execute on Media Platforms

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      • 8.2How Do We Know What Worked? Evaluating Ad Executions

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      • 8.3Exercises

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    • 9Launch! msnbc.com’s First-Ever Branding Campaign

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      • 9.1msnbc.com: A Campaign Portfolio

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      • 9.2Logo

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      • 9.3Print

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      • 9.4TV

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      • 9.5Online Banners

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      • 9.6Screensaver

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      • 9.7NewsBreaker Game

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      • 9.8NewsBreaker Live

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      • 9.9E-mail Blast

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      • 9.10Spectrum Home Page

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    • 10ROI: msnbc.com Decides if the Campaign Worked

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      • 10.1ROI: Show Me the Money

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      • 10.2ROI for Broadcast and Print Media

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      • 10.3ROI for Alternative Media

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      • 10.4Exercises

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