Launch__Advertising_and_Promotion_in_Real_Time
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Launch__Advertising_and_Promotion_in_Real_Time

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Table of Contents
  • This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-Share-Alike 3.0 License without attribution as requested by the work’s original creator or licensee.
  • Chapter 1
  • Meet SS+K: A Real Agency Pitches a Real Client
    • 1.1 Why Launch!?
      • LEARNING OBJECTIVE
    • Knowledge Is a Flat World
    • Learn about Advertising by Learning about Advertisers (Real Ones)
    • 1.2 Meet Our Agency Partner: SS+K
      • LEARNING OBJECTIVE
    • OK, So Who Is SS+K?
    • Our SS+K Odyssey
    • How SS+K Works
      • KEY TAKEAWAY
      • EXERCISES
    • 1.3 The Pitch: Win the Account
      • LEARNING OBJECTIVE
    • Why the Pitch Is Such a Big Deal
    • Who Conducts the Pitch?
    • The Pitch Process
      • Dig Deeper
      • KEY TAKEAWAY
      • EXERCISES
    • 1.4 Let’s Meet the Potential Client
      • LEARNING OBJECTIVE
    • SS+K’s Pitch to Win the msnbc.com Account
    • Victory! SS+K Lands the msnbc.com Account
      • KEY TAKEAWAY
      • EXERCISE
    • 1.5 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
  • Chapter 2
  • A User’s Manual: Advertising, Promotion, and Marketing Essentials
    • 2.1 Advertising Is Old—and Brand New
      • LEARNING OBJECTIVES
    • Some Quick Background and History
    • Types of Advertising/Promotion
    • Print Advertising
    • Direct Mail
    • Specialty Print Media
    • Broadcast Media
    • Outdoor Advertising
    • Point of Purchase
    • Online Advertising
      • Dig Deeper
    • Sales Promotions
    • Specialty Advertising
    • User-Generated Content and Word of Mouth (WOM)
      • Dig Deeper
    • Ad-Supported Content
    • Is Traditional Advertising Dead?
      • KEY TAKEAWAY
      • EXERCISES
    • 2.2 The Four Cornerstones of Marketing: The Four Ps
      • LEARNING OBJECTIVE
    • Product
    • Place
      • SS+K Spotlight
    • Price
    • Promotion
    • “To P or Not to P”: How One P Affects Another
      • Dig Deeper
      • KEY TAKEAWAY
      • EXERCISES
    • 2.3 Advertising Industry Structure
      • LEARNING OBJECTIVES
    • Types of Agencies
    • Full-Service Agencies
    • Specialized and In-House Service Agencies
    • Agency of Record
      • Dig Deeper
    • How Do We Get Paid?
    • Types of Clients
    • Job Functions inside the Agency
    • Account Managers
    • Account Planners
    • Creative Services Staff
    • Media Buyers
    • Job Functions Sometimes outside the Agency
    • Art Studios and Design Firms
    • Film/Video Companies
    • Web Designers
    • Printers
    • Sales Promotion Agencies
    • Research Companies
    • Careers in Advertising
    • Account Services
    • Creative Services
    • Media Services
    • Market Research
    • Media Jobs
    • Corporate Advertising
      • SS+K Spotlight
      • KEY TAKEAWAY
      • EXERCISES
    • 2.4 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
      • ETHICAL DILEMMA
  • Chapter 3
  • Advertising and Society
    • 3.1 Economic Effects of Advertising
      • LEARNING OBJECTIVES
    • Advertising Is a Major Industry
    • Economic Rationale to Create Advertising
    • Economic Rationale to Accept Advertising
    • Economic Rationale to Use Advertising
      • KEY TAKEAWAY
      • EXERCISES
    • 3.2 The Good: Advertising Enhances Our World
      • LEARNING OBJECTIVES
    • Advertising Is Culture Is Advertising
    • Prosocial Advertising
    • PSAs
      • SS+K Spotlight
    • Advocacy Advertising
    • Nonprofit Advertising
      • Dig Deeper
      • SS+K Spotlight
    • Green Marketing
      • KEY TAKEAWAY
      • EXERCISES
    • 3.3 The Bad: Ethical Hot Buttons
      • LEARNING OBJECTIVES
    • The Ugly
      • Dig Deeper
    • Uncle Ben or CEO Ben?
    • We Know Where You Live
      • Dig Deeper
    • Living in a Material World
      • KEY TAKEAWAY
      • EXERCISES
    • 3.4 Advertising Regulation: Who Looks Out for Us?
      • LEARNING OBJECTIVE
    • Government Regulation
    • The Federal Trade Commission
    • The Federal Communications Commission
    • Industry Regulation
    • The National Advertising Review Council (NARC)
    • The Interactive Advertising Bureau (IAB)
    • Word of Mouth Marketing Association (WOMMA)
    • The Direct Marketing Association (DMA)
      • KEY TAKEAWAY
      • EXERCISES
    • 3.5 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
      • ETHICAL DILEMMA
  • Chapter 4
  • Consumers and the Communications Process: SS+K Gets to Know Its Consumers
    • 4.1 From Talking to Consumers to Talking with Consumers
      • LEARNING OBJECTIVES
    • The Traditional Linear Communications Model
    • A New Interactive, Nonlinear, Multivocal Communications Model
    • Understand Communication to Create Effective Advertising
      • KEY TAKEAWAY
      • EXERCISES
    • 4.2 Is the Medium the Message? Components of Communications
      • LEARNING OBJECTIVES
    • Source Effects
    • Source Credibility
    • Source Attractiveness
    • Is It Better to Be an Expert or Hot?
    • Message Effects
      • SS+K Spotlight
      • Audio Clip
    • Situational Effects
      • KEY TAKEAWAY
      • EXERCISES
    • 4.3 Diffusion of Innovations
      • LEARNING OBJECTIVE
    • The Diffusion Model
    • Who Spreads the “Cold”?
      • SS+K Spotlight
      • KEY TAKEAWAY
      • EXERCISE
    • 4.4 Decision Making
      • LEARNING OBJECTIVES
    • The Decision-Making Process
    • Who Decides?
      • Dig Deeper
    • Models of Decision Making
    • Involvement and Perceived Risk
    • Heuristics: Rules of Thumb
      • KEY TAKEAWAY
      • EXERCISES
    • 4.5 Internal Influences on Consumers
      • LEARNING OBJECTIVES
    • Attitudes and Information Processing
    • Response Hierarchies: Which Comes First?
      • Dig Deeper
      • SS+K Spotlight
    • Multiattribute Attitude Models
    • The Gift or the Wrapping? The Elaboration Likelihood Model
    • Perceiving Advertising Messages
    • Sensory Marketing and Advertising Stimuli
    • Subliminal Advertising
    • Learning and Memory for Advertising
    • Learning
    • Behavioral Learning Theories
    • Learning about Brands
    • Cognitive Learning Theories
    • How Do We Remember What We’ve Learned?
    • Types of Memory
    • How Do We Store Information in Memory?
    • How Do We Access Our Memories?
    • What Makes Us Forget?
      • KEY TAKEAWAY
      • EXERCISES
    • 4.6 External Influences on Consumers
      • LEARNING OBJECTIVES
    • Opinion Leaders
    • The Market Maven
    • The Surrogate Consumer
    • Group Identification
    • Reference Groups
    • Subcultures
    • Taste Cultures
    • Brand Communities
      • Dig Deeper
      • KEY TAKEAWAY
      • EXERCISES
    • 4.7 Culture, Globalization, and Advertising
      • LEARNING OBJECTIVES
    • Myths and Rituals
    • Is the World Flat?
    • Yes: Standardize for Greater Efficiency
    • No: Customize to Appeal to Local Tastes
    • How Local Do Ads Need to Be?
    • Semiotics: What Does It All Mean?
    • Components of Meaning
    • Hyperreality
      • KEY TAKEAWAY
      • EXERCISES
    • 4.8 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
      • ETHICAL DILEMMA
  • Chapter 5
  • Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out
    • 5.1 Types of Data
      • LEARNING OBJECTIVES
    • Source of the Data: Primary versus Secondary
    • Type of Data: Quantitative versus Qualitative
      • SS+K Spotlight
      • KEY TAKEAWAY
      • EXERCISE
    • 5.2 Primary Data
      • LEARNING OBJECTIVES
      • SS+K Spotlight
    • Surveys
      • Dig Deeper
      • Dig Deeper
      • SS+K Spotlight
    • Focus Groups
      • SS+K Spotlight
    • Ethnography
      • SS+K Spotlight
    • Advantages and Disadvantages of Primary Data
      • KEY TAKEAWAY
      • EXERCISES
    • 5.3 Secondary Data
      • LEARNING OBJECTIVES
    • Government Sources
    • Syndicated Sources
    • Internal Secondary Sources
    • Advantages and Disadvantages of Secondary Data
      • KEY TAKEAWAY
      • EXERCISES
    • 5.4 Physiological Data
      • LEARNING OBJECTIVES
    • Conscious versus Subconscious Responses
    • Eye-Tracking
    • Galvanic Skin Response (GSR)
    • Galvanic skin response (GSR) is another physiological measure that advertising researchers have used for a long time. This measure is based on the fact that a person’s skin undergoes a change in its ability to conduct electricity when she experiences ...
    • Neuromarketing
    • Advantages and Disadvantages of Physiological Methods
      • KEY TAKEAWAY
      • EXERCISES
    • 5.5 Using Research to Guide a Successful Launch
      • LEARNING OBJECTIVES
    • Idea Generation
    • Concept Design and Testing
      • SS+K Spotlight
    • Audience Definition and Profiling
      • SS+K Spotlight
      • KEY TAKEAWAY
      • EXERCISES
    • 5.6 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
      • ETHICAL DILEMMA
  • Chapter 6
  • Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer
    • SS+K Spotlight
    • 6.1 Segment Your Market: Who’s Out There?
      • LEARNING OBJECTIVES
    • Demographic Segmentation
      • SS+K Spotlight
      • Dig Deeper
    • Geographic Segmentation
      • Dig Deeper
      • Dig Deeper
    • Psychographic Segmentation
      • SS+K Spotlight
    • Behavioral Segmentation
    • B2B (Business to Business) Segments
      • Dig Deeper
      • SS+K Spotlight
      • KEY TAKEAWAY
      • EXERCISES
    • 6.2 Target Your Customer: Who’s Going to Want It?
      • LEARNING OBJECTIVES
    • What Are the Properties of a Good Target?
      • Dig Deeper
      • SS+K Spotlight
    • Behavioral Targeting: Advertisers Know What You Like (Like It or Not)
      • Dig Deeper
      • SS+K Spotlight
      • KEY TAKEAWAY
      • EXERCISES
    • 6.3 Position Your Brand: Why Will They Want It?
      • LEARNING OBJECTIVES
    • It’s All Relative
    • Positioning Dimensions
      • Dig Deeper
      • SS+K Spotlight
      • Final Words from Michelle on the STP Process
      • KEY TAKEAWAY
      • EXERCISE
    • 6.4 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
      • ETHICAL DILEMMA
  • Chapter 7
  • Decide What You Can Afford to Say: msnbc.com Sets the Budget
    • 7.1 Budgeting Methods
      • LEARNING OBJECTIVES
    • Top-Down Budgeting
    • Percentage-of-Sales Method
    • Industry Averages Method
    • Pros and Cons of Top-Down Methods
    • Bottom-Up Techniques
    • Objective-Task Method
    • Stage-Based Spending
      • SS+K Spotlight
    • Budget Allocation and Timing
      • SS+K Spotlight
      • KEY TAKEAWAY
      • EXERCISES
    • 7.2 Share of Voice (SOV)
      • LEARNING OBJECTIVE
    • How Loud Are You?
      • SS+K Spotlight
    • Using SOV
      • Dig Deeper
    • SOV for Small Companies
      • KEY TAKEAWAYS
      • EXERCISES
    • 7.3 Return on Investment (ROI)
      • LEARNING OBJECTIVES
    • Did You Get What You Paid For?
    • Why ROI Is Important
      • Dig Deeper
    • ROI Is the Real Goal (SOV Is Only the Means to an End)
    • ROI Makes Advertising Accountable
      • SS+K Spotlight
    • Keys to Using ROI
    • Visibility: Can You See the ROI?
      • Dig Deeper
    • ROI Requires More Profit, Not Just More Revenue
    • ROI for Channel Effectiveness
      • Dig Deeper
    • Avoid Overemphasis on Short-Term ROI
      • KEY TAKEAWAY
      • EXERCISES
    • 7.4 Managing a Budget
      • KEY TAKEAWAY
    • 7.5 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
      • ETHICAL DILEMMA
  • Chapter 8Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief
    • SS+K Spotlight
    • 8.1 The Power of Branding
      • LEARNING OBJECTIVES
      • Video Highlight
    • Characteristics of a Solid Branding Strategy
    • Accountability
    • Consistency
    • Brand Personality
      • Dig Deeper
    • Creating a Corporate Image
    • The Holy Grail: Brand Equity
      • Dig Deeper
    • Summary: Benefits of a Brand
      • KEY TAKEAWAY
      • EXERCISES
    • 8.2 Describe Where You Are: A Strategic Framework
      • LEARNING OBJECTIVES
    • Situation Analysis
    • Competitive Situation
    • Customer Situation
      • SS+K Spotlight
    • Economic and Cultural Trends
    • Brand Audit
      • SS+K Spotlight
      • SS+K Spotlight
    • SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats
    • Internal Situation: Strengths and Weaknesses
    • External Situation: Opportunities and Threats
      • KEY TAKEAWAY
      • EXERCISES
    • 8.3 Define Where You Want to Go: Set Objectives
      • LEARNING OBJECTIVES
    • Marketing Objectives
    • Advertising Objectives
    • DAGMAR Objectives
    • Communications Objectives
    • Creative Objectives
    • Media Objectives
      • Dig Deeper
      • KEY TAKEAWAYS
      • EXERCISES
    • 8.4 Decide How You’ll Get There: Create a Strategy
      • LEARNING OBJECTIVES
    • Marketing Strategy
    • Advertising Strategy
    • Creative Strategy
    • Media Strategy
      • KEY TAKEAWAYS
      • EXERCISES
    • 8.5 The Creative Brief
      • LEARNING OBJECTIVES
    • The Brief
      • SS+K Spotlight
      • SS+K Spotlight
      • KEY TAKEAWAY
      • EXERCISES
    • 8.6 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
      • ETHICAL DILEMMA
  • Chapter 9
  • Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics
    • SS+K Spotlight
    • 9.1 Integrated Marketing Communications: United We Stand
      • LEARNING OBJECTIVES
      • Dig Deeper
      • Audio Spotlight
      • KEY TAKEAWAY
      • EXERCISES
    • 9.2 Elements of the Promotional Mix: The Advertiser’s Trusty Tools
      • LEARNING OBJECTIVES
    • Sales Promotions
    • When the Target Is Consumers
    • Price or Value Discount Promotion Tools
    • Visibility-Increasing Promotion Tools
    • Volume-Increasing Promotion Tools
    • When the Target Is Trade Partners (Employees, Distributors, and Retailers)
    • Discount Promotions
    • Visibility-Increasing Promotions
      • Dig Deeper
    • Public Relations
    • Press Release
    • Media Event
    • Publicity
      • Dig Deeper
    • Crisis Management
    • Personal Selling
    • Team Selling
    • Sales Force Automation (SFA)
    • Downsides of Personal Selling
    • Direct Marketing
      • Dig Deeper
    • Database Marketing
    • Customer Relationship Management (CRM)
    • Loyalty Programs
    • Behavioral Targeting
      • Dig Deeper
      • KEY TAKEAWAY
      • EXERCISES
    • 9.3 Create the Promotional Plan
      • LEARNING OBJECTIVES
    • What, Who, Where—and How Much?
    • Raisin’ Awareness: How the CRMB Executed Its Plan
    • Set the Objectives
    • Define and Execute
    • Integrated Campaigns for Small Businesses
    • Pool Resources with Associations and Loyal Customers
    • Go Small and Local
      • KEY TAKEAWAY
      • EXERCISES
    • 9.4 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
      • ETHICAL DILEMMA
  • Chapter 10Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message
    • 10.1 Traditional Advertising Media
      • LEARNING OBJECTIVES
    • Print Media
    • Newspapers
    • Magazines
      • SS+K Spotlight
    • Broadcast and Radio
    • Network TV
    • Cable/Satellite TV
    • Radio
      • SS+K Spotlight
      • Audio Clip
    • Out-of-Home
    • Sponsorships
    • Direct Response
      • Dig Deeper
      • KEY TAKEAWAY
      • EXERCISES
    • 10.2 New Media
      • LEARNING OBJECTIVES
    • New Communication Channels
    • Online Advertising
      • SS+K Spotlight
    • M-Commerce
      • SS+K Spotlight
    • Product Placement
      • Dig Deeper
    • Advergaming
    • WOM/Viral/Buzz
    • Virtual Worlds
    • Consumer-Generated Media (CGM)
      • Dig Deeper
    • Social Media
    • Blogs and Online Reviews
    • Social Networking
    • The Dark Side of Social Media
      • KEY TAKEAWAY
      • EXERCISES
    • 10.3 Media Strategy
      • LEARNING OBJECTIVES
    • Message Objectives
    • Media Planning
      • SS+K Spotlight
      • Dig Deeper
    • Market Coverage
      • SS+K Spotlight
    • Buying Eyeballs: Length of Ads and Scheduling Strategies
    • The Media Mix
      • Dig Deeper
      • SS+K Spotlight
      • KEY TAKEAWAY
      • EXERCISES
    • 10.4 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
      • ETHICAL DILEMMA
  • Chapter 11Execute on All Platforms: SS+K Goes into Production Overdrive
    • 11.1 Execute on Media Platforms
      • LEARNING OBJECTIVES
      • SS+K Spotlight
    • Print
    • Newspapers
      • Dig Deeper
    • Magazines
    • A Picture Is Worth a Thousand Words—If It’s the Right Picture
    • TV
    • Radio
      • Dig Deeper
    • Outdoor
    • Billboards: More than Just a Big Print Ad
    • Enter the Digital Billboard
      • Dig Deeper
    • Point-of-Purchase (POP)
    • Online
    • How Online Ads Are Similar to Other Media
      • SS+K Spotlight
    • How Online Ads Differ from Other Media
    • Alternative Media
      • Dig Deeper
      • KEY TAKEAWAY
      • EXERCISES
    • 11.2 How Do We Know What Worked? Evaluating Ad Executions
      • LEARNING OBJECTIVES
    • Recall and Recognition
      • SS+K Spotlight
    • The Stopping Power of Creative Ads: Are They Effective, or Just Cool?
    • New Ideas Support New Brand Launches
    • Copy Research
    • Pretesting and Posttesting
    • Copy Testing: Comparing Appeals
      • Dig Deeper
    • Creativity versus Safety
      • KEY TAKEAWAY
      • EXERCISES
    • 11.3 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
      • ETHICAL DILEMMA
  • Chapter 12
  • Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story
    • 12.1 Keys to Superior Advertising
      • LEARNING OBJECTIVES
    • Relevance and Resonance
    • Example: Household Challenge Meets Household Humor
    • Example: The Resonance of Personal Stories
    • Emotion, the Common Denominator
    • What Makes an Ad Work: It’s Like, Likeability
      • SS+K Spotlight
      • KEY TAKEAWAY
      • EXERCISES
    • 12.2 Types of Appeals: How Ads Generate Resonance
      • LEARNING OBJECTIVES
    • Sex Appeal
    • Fear Appeals
    • Humor Appeals
      • Dig Deeper
    • Logical Appeals
    • Values Appeals
      • Dig Deeper
      • KEY TAKEAWAY
      • EXERCISES
    • 12.3 Executional Frameworks: How Ads Generate Relevance
      • LEARNING OBJECTIVES
    • Lifestyle Framework
    • Scientific Framework
      • Dig Deeper
    • Spokesperson/Testimonial
    • Star Power
      • Dig Deeper
    • Spokescharacters
    • Demonstration
    • Slice-of-Life Framework
      • KEY TAKEAWAY
      • EXERCISES
    • 12.4 The Creative Team
      • LEARNING OBJECTIVES
    • Copywriting
    • What’s in a Word?
      • SS+K Spotlight
    • Literary Forms and Devices
    • Art Direction
      • KEY TAKEAWAY
      • EXERCISES
    • 12.5 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
  • Chapter 13
  • Launch! msnbc.com’s First-Ever Branding Campaign
    • 13.1 msnbc.com: A Campaign Portfolio
    • 13.2 Logo
    • 13.3 Print
    • 13.4 TV
    • 13.5 Online Banners
    • 13.6 Screensaver
    • 13.7 NewsBreaker Game
    • 13.8 NewsBreaker Live
    • 13.9 E-mail Blast
    • 13.10 Spectrum Home Page
  • Chapter 14
  • ROI: msnbc.com Decides if the Campaign Worked
    • 14.1 ROI: Show Me the Money
      • LEARNING OBJECTIVES
    • Return on Investment
    • Metrics
      • SS+K Spotlight
      • KEY TAKEAWAY
      • EXERCISES
    • 14.2 ROI for Broadcast and Print Media
      • LEARNING OBJECTIVES
    • Network TV
      • SS+K Spotlight
      • Dig Deeper
    • Radio
    • Print
      • KEY TAKEAWAY
      • EXERCISES
    • 14.3 ROI for Alternative Media
      • LEARNING OBJECTIVES
    • Point-of-Purchase
    • Out-of-Home Media
      • SS+K Spotlight
    • Product Placement
    • Video Advertising
    • Advergaming
      • SS+K Spotlight
    • Direct and Online Advertising
      • SS+K Spotlight
    • Buzz, PR, and WOM
      • SS+K Spotlight
      • KEY TAKEAWAY
      • EXERCISES
    • 14.4 Exercises
      • TIE IT ALL TOGETHER
      • USE WHAT YOU’VE LEARNED
      • DIGITAL NATIVES
      • AD-VICE
      • ETHICAL DILEMMA
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