Marketing Agency
Chapter 11- Execute on All Platforms: SS+K Goes into Production Overdrive Figure 11.1 Three to Five Months to Launch! The process of execution determines how the message will look, read, or sound in its final form. Does it… Advertising and Promotion Execute on All Platforms
Chapter 10- Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message Figure 10.1 Four Months to Launch! Advertisers like msnbc.com face tough choices. An ever-growing portfolio of media offers the… Advertising and Promotion Plan and Chooses the Right Media
Chapter 9- Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics Figure 9.1 Six Months to Launch! The advertiser’s toolbox is a deep one, and it’s expanding by leaps and bounds. Indeed,… Choose Your Advertising and Promotion Communication Creative Strategy and Media Tactics
Chapter 8- Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief Figure 8.1 Eight Months to Launch! We are now eight months prior to the public launch of the msnbc.com… Create Advertising and Promotion a Strategy
Chapter 7-Decide What You Can Afford to Say: msnbc.com Sets the Budget Figure 7.1 Nine Months to Launch! Before the SS+K team could set off to develop their marketing recommendations, Catherine Captain had to set a… Decide Advertising Budget
Chapter 6-Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer Figure 6.1 Nine Months to Launch! Good advertising is all about hitting customers where they live. But before you can craft a… Segment, Target, and Position Your Audience
Chapter 5-Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out Figure 5.1 Ten Months to Launch! The more information you have the more effective you can be. Joe Kessler, partner, SS+K/LA Joe Kessler understands… Know Your Audience
Chapter 4-Consumers and the Communications Process: SS+K Gets to Know Its Consumers Figure 4.1 Twelve Months to Launch! We are now twelve months from the launch of the msnbc.com campaign. The SS+K team needs to start… Consumers and the Communications Process
Chapter 3-Advertising and Society Figure 3.1 Build a Foundation Advertising is part of the glue that holds our culture together. It allows us to share a common experience in a landscape populated (for better or worse)… Advertising and Society
Chapter 2A User’s Manual: Advertising, Promotion, and Marketing Essentials Figure 2.1 Build a Foundation Advertising is in trouble only if you think of the narrow box advertising has traditionally been in, which is getting on TV… Advertising, Promotion, and Marketing Essentials