First Exercise – Chapter 7 – List the keys to using return on investment (ROI) successfully in the pursuit of profit and channel effectiveness.? Sec
First Exercise – Chapter 7 – List the keys to using return on investment (ROI) successfully in the pursuit of profit and channel effectiveness.
Second Exercise – Chapter 8 – How do you position a product or service so that it is differentiated from products or services of competitors.
Third Exercise – Describe the role and importance of creativity in your personal life. Give examples of how you approach the challenges and goals in your life creatively.
BMT 2770: ADVERTISING AND PROMOTION
Milledge Mosby Jr. PrinceGeorge's Community College
Advertising and Promotion (Mosby 2022)
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This text was compiled on 03/27/2022
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1 3/26/2022
TABLE OF CONTENTS
1: MEET SS+K – A REAL AGENCY PITCHES A REAL CLIENT 1.1: WHY LAUNCH?! 1.2: MEET OUR AGENCY PARTNER- SS+K 1.3: THE PITCH – WIN THE ACCOUNT 1.4: LET'S MEET THE POTENTIAL CLIENT 1.5: EXERCISES
2: A USER'S MANUAL- ADVERTISING, PROMOTION, AND MARKETING ESSENTIALS
2.1: CHAPTER INTRODUCTION 2.2: ADVERTISING IS OLD – AND BRAND NEW 2.3: THE FOUR CORNERSTONES OF MARKETING- THE FOUR PS 2.4: ADVERTISING INDUSTRY STRUCTURE 2.5: EXERCISES
3: ADVERTISING AND SOCIETY 3.1: CHAPTER INTRODUCTION 3.2: ECONOMIC EFFECTS OF ADVERTISING 3.3: THE GOOD – ADVERTISING ENHANCES OUR WORLD 3.4: THE BAD – ETHICAL HOT BUTTONS 3.5: ADVERTISING REGULATION- WHO LOOKS OUT FOR US? 3.6: EXERCISES
4: CONSUMERS AND THE COMMUNICATIONS PROCESS- SS+K GETS TO KNOW ITS CONSUMERS
4.1: CHAPTER INTRODUCTION 4.2: FROM TALKING TO CONSUMERS TO TALKING WITH CONSUMERS 4.3: IS THE MEDIUM THE MESSAGE? COMPONENTS OF COMMUNICATIONS 4.4: DIFFUSION OF INNOVATIONS 4.5: DECISION MAKING 4.6: INTERNAL INFLUENCES ON CONSUMERS 4.7: EXTERNAL INFLUENCES ON CONSUMERS 4.8: CULTURE, GLOBALIZATION, AND ADVERTISING 4.9: EXERCISES
5: KNOW YOUR AUDIENCE- SS+K LEARNS ALL ABOUT MSNBC.COM, INSIDE AND OUT
5.1: CHAPTER INTRODUCTION 5.2: TYPES OF DATA 5.3: PRIMARY DATA 5.4: SECONDARY DATA 5.5: PHYSIOLOGICAL DATA 5.6: USING RESEARCH TO GUIDE A SUCCESSFUL LAUNCH 5.7: EXERCISES
6: SEGMENT, TARGET, AND POSITION YOUR AUDIENCE – SS+K IDENTIFIES THE MOST VALUABLE NEWS CONSUMER
6.1: CHAPTER INTRODUCTION 6.2: SEGMENT YOUR MARKET- WHO'S OUT THERE? 6.3: TARGET YOUR CUSTOMER – WHO'S GOING TO WANT IT? 6.4: POSITION YOUR BRAND- WHY WILL THEY WANT IT?
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6.5: EXERCISES
7: DECIDE WHAT YOU CAN AFFORD TO SAY – MSNBC.COM SETS THE BUDGET
7.1: CHAPTER INTRODUCTION 7.2: BUDGETING METHODS 7.3: SHARE OF VOICE (SOV) 7.4: RETURN ON INVESTMENT (ROI) 7.5: MANAGING A BUDGET 7.6: EXERCISES
8: CREATE A STRATEGY – SS+K PUTS ITS RESEARCH TO USE AS THE AGENCY CREATES THE BRIEF
8.1: CHAPTER INTRODUCTION 8.2: THE POWER OF BRANDING 8.3: DESCRIBE WHERE YOU ARE – A STRATEGIC FRAMEWORK 8.4: DEFINE WHERE YOU WANT TO GO – SET OBJECTIVES 8.5: DECIDE HOW YOU'LL GET THERE – CREATE A STRATEGY 8.6: THE CREATIVE BELIEF 8.7: EXERCISES
9: CHOOSE YOUR COMMUNICATION ARSENAL – SS+K DECIDES UPON A CREATIVE STRATEGY AND MEDIA TACTICS
9.1: CHAPTER INTRODUCTION 9.2: INTEGRATED MARKETING COMMUNICATIONS – UNITED WE STAND 9.3: ELEMENTS OF THE PROMOTIONAL MIX – THE ADVERTISER'S TRUSTY TOOLS 9.4: CREATE THE PROMOTIONAL PLAN 9.5: EXERCISES
10: PLAN AND BUY MEDIA – SS+K CHOOSES THE RIGHT MEDIA FOR THE CLIENT'S NEW BRANDING MESSAGE
10.1: CHAPTER INTRODUCTION 10.2: TRADITIONAL ADVERTISING MEDIA 10.3: NEW MEDIA 10.4: MEDIA STRATEGY 10.5: EXERCISES
11: EXECUTE ON ALL PLATFORMS – SS+K GOES INTO PRODUCTION OVERDRIVE
11.1: CHAPTER INTRODUCTION 11.2: EXECUTE ON MEDIA PLATFORMS 11.3: HOW DO WE KNOW WHAT WORKED? EVALUATING AD EXECUTIONS 11.4: EXERCISES
12: MAKE THE MESSAGE SELL – SS+K ENSURES THAT ALL COMPONENTS TELL THE BRAND STORY
12.1: CHAPTER INTRODUCTION 12.2: KEYS TO SUPERIOR ADVERTISING 12.3: TYPES OF APPEALS – HOW ADS GENERATE RESONANCE 12.4: EXECUTIONAL FRAMEWORKS – HOW ADS GENERATE RELEVANCE 12.5: THE CREATIVE TEAM 12.6: EXERCISES
13: LAUNCH! MSNBC.COM’S FIRST-EVER BRANDING CAMPAIGN
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