1.1 Why Launch!?

Knowledge Is a Flat World

Learn about Advertising by Learning about Advertisers (Real Ones)

1.2 Meet Our Agency Partner: SS+K

OK, So Who Is SS+K?

Our SS+K Odyssey

How SS+K Works

1.3 The Pitch: Win the Account

Why the Pitch Is Such a Big Deal

Who Conducts the Pitch?

The Pitch Process

1.4 Let’s Meet the Potential Client

SS+K’s Pitch to Win the msnbc.com Account

Victory! SS+K Lands the msnbc.com Account

1.5 Exercises

2.1 Advertising Is Old—and Brand New

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

Sales Promotions

Specialty Advertising

User-Generated Content and Word of Mouth (WOM)

Ad-Supported Content

Is Traditional Advertising Dead?

2.2 The Four Cornerstones of Marketing: The Four Ps

Product

Place

Price

Promotion

“To P or Not to P”: How One P Affects Another

2.3 Advertising Industry Structure

Types of Agencies

Full-Service Agencies

Specialized and In-House Service Agencies

Agency of Record

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

2.4 Exercises

3.1 Economic Effects of Advertising

Advertising Is a Major Industry

Economic Rationale to Create Advertising

Economic Rationale to Accept Advertising

Economic Rationale to Use Advertising

3.2 The Good: Advertising Enhances Our World

Advertising Is Culture Is Advertising

Prosocial Advertising

PSAs

Advocacy Advertising

Nonprofit Advertising

Green Marketing

3.3 The Bad: Ethical Hot Buttons

The Ugly

Uncle Ben or CEO Ben?

We Know Where You Live

Living in a Material World

3.4 Advertising Regulation: Who Looks Out for Us?

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)

3.5 Exercises

4.1 From Talking to Consumers to Talking with Consumers

The Traditional Linear Communications Model

A New Interactive, Nonlinear, Multivocal Communications Model

Understand Communication to Create Effective Advertising

4.2 Is the Medium the Message? Components of Communications

Source Effects

Source Credibility

Source Attractiveness

Is It Better to Be an Expert or Hot?

Message Effects

Situational Effects

4.3 Diffusion of Innovations

The Diffusion Model

Who Spreads the “Cold”?

4.4 Decision Making

The Decision-Making Process

Who Decides?

Models of Decision Making

Involvement and Perceived Risk

Heuristics: Rules of Thumb

4.5 Internal Influences on Consumers

Attitudes and Information Processing

Response Hierarchies: Which Comes First?

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?

4.6 External Influences on Consumers

Opinion Leaders

The Market Maven

The Surrogate Consumer

Group Identification

Reference Groups

Subcultures

Taste Cultures

Brand Communities

4.7 Culture, Globalization, and Advertising

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

4.8 Exercises

5.1 Types of Data

Source of the Data: Primary versus Secondary

Type of Data: Quantitative versus Qualitative

5.2 Primary Data

Surveys

Focus Groups

Ethnography

Advantages and Disadvantages of Primary Data

5.3 Secondary Data

Government Sources

Syndicated Sources

Internal Secondary Sources

Advantages and Disadvantages of Secondary Data

5.4 Physiological Data

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

5.5 Using Research to Guide a Successful Launch

Idea Generation

Concept Design and Testing

Audience Definition and Profiling

5.6 Exercises

SS+K Spotlight

6.1 Segment Your Market: Who’s Out There?

Demographic Segmentation

Geographic Segmentation

Psychographic Segmentation

Behavioral Segmentation

B2B (Business to Business) Segments

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

What Are the Properties of a Good Target?

Behavioral Targeting: Advertisers Know What You Like (Like It or Not)

6.3 Position Your Brand: Why Will They Want It?

It’s All Relative

Positioning Dimensions

6.4 Exercises

7.1 Budgeting Methods

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

Budget Allocation and Timing

7.2 Share of Voice (SOV)

How Loud Are You?

Using SOV

SOV for Small Companies

7.3 Return on Investment (ROI)

Did You Get What You Paid For?

Why ROI Is Important

ROI Is the Real Goal (SOV Is Only the Means to an End)

ROI Makes Advertising Accountable

Keys to Using ROI

Visibility: Can You See the ROI?

ROI Requires More Profit, Not Just More Revenue

ROI for Channel Effectiveness

Avoid Overemphasis on Short-Term ROI

7.4 Managing a Budget

7.5 Exercises

SS+K Spotlight

8.1 The Power of Branding

Characteristics of a Solid Branding Strategy

Accountability

Consistency

Brand Personality

Creating a Corporate Image

The Holy Grail: Brand Equity

Summary: Benefits of a Brand

8.2 Describe Where You Are: A Strategic Framework

Situation Analysis

Competitive Situation

Customer Situation

Economic and Cultural Trends

Brand Audit

SWOT Analysis: Strengths, Weaknesses, Opportunities, and Threats

Internal Situation: Strengths and Weaknesses

External Situation: Opportunities and Threats

8.3 Define Where You Want to Go: Set Objectives

Marketing Objectives

Advertising Objectives

DAGMAR Objectives

Communications Objectives

Creative Objectives

Media Objectives

8.4 Decide How You’ll Get There: Create a Strategy

Marketing Strategy

Advertising Strategy

Creative Strategy

Media Strategy

8.5 The Creative Brief

The Brief

8.6 Exercises

SS+K Spotlight

9.1 Integrated Marketing Communications: United We Stand

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

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

Public Relations

Press Release

Media Event

Publicity

Crisis Management

Personal Selling

Team Selling

Sales Force Automation (SFA)

Downsides of Personal Selling

Direct Marketing

Database Marketing

Customer Relationship Management (CRM)

Loyalty Programs

Behavioral Targeting

9.3 Create the Promotional Plan

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

9.4 Exercises

10.1 Traditional Advertising Media

Print Media

Newspapers

Magazines

Broadcast and Radio

Network TV

Cable/Satellite TV

Radio

Out-of-Home

Sponsorships

Direct Response

10.2 New Media

New Communication Channels

Online Advertising

M-Commerce

Product Placement

Advergaming

WOM/Viral/Buzz

Virtual Worlds

Consumer-Generated Media (CGM)

Social Media

Blogs and Online Reviews

Social Networking

The Dark Side of Social Media

10.3 Media Strategy

Message Objectives

Media Planning

Market Coverage

Buying Eyeballs: Length of Ads and Scheduling Strategies

The Media Mix

10.4 Exercises

11.1 Execute on Media Platforms

Print

Newspapers

Magazines

A Picture Is Worth a Thousand Words—If It’s the Right Picture

TV

Radio

Outdoor

Billboards: More than Just a Big Print Ad

Enter the Digital Billboard

Point-of-Purchase (POP)

Online

How Online Ads Are Similar to Other Media

How Online Ads Differ from Other Media

Alternative Media

11.2 How Do We Know What Worked? Evaluating Ad Executions

Recall and Recognition

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

Creativity versus Safety

11.3 Exercises

12.1 Keys to Superior Advertising

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

12.2 Types of Appeals: How Ads Generate Resonance

Sex Appeal

Fear Appeals

Humor Appeals

Logical Appeals

Values Appeals

12.3 Executional Frameworks: How Ads Generate Relevance

Lifestyle Framework

Scientific Framework

Spokesperson/Testimonial

Star Power

Spokescharacters

Demonstration

Slice-of-Life Framework

12.4 The Creative Team

Copywriting

What’s in a Word?

Literary Forms and Devices

Art Direction

12.5 Exercises

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

14.1 ROI: Show Me the Money

Return on Investment

Metrics

14.2 ROI for Broadcast and Print Media

Network TV

Radio

Print

14.3 ROI for Alternative Media

Point-of-Purchase

Out-of-Home Media

Product Placement

Video Advertising

Advergaming

Direct and Online Advertising

Buzz, PR, and WOM

14.4 Exercises