advertising campaigns start to finish

Advertising Campaigns Start to Finish v 1.0 This is the book Advertising Campaigns: Start to Finish (v 1.0) This book is licensed under a Creative Commons by-nc-sa 3.0 (http://creativecommons.org/licenses/by-nc-sa/ 3.0/) license See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and make it available to everyone else under the same terms This book was accessible as of December 29, 2012, and it was downloaded then by Andy Schmitz (http://lardbucket.org) in an effort to preserve the availability of this book Normally, the author and publisher would be credited here However, the publisher has asked for the customary Creative Commons attribution to the original publisher, authors, title, and book URI to be removed Additionally, per the publisher's request, their name has been removed in some passages More information is available on this project's attribution page (http://2012books.lardbucket.org/attribution.html?utm_source=header) For more information on the source of this book, or why it is available for free, please see the project's home page (http://2012books.lardbucket.org/) You can browse or download additional books there ii Table of Contents About the Authors Acknowledgments Preface Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client 10 Why Launch!? 11 Meet Our Agency Partner: SS+K 13 The Pitch: Win the Account 21 Let’s Meet the Potential Client 27 Exercises 30 Chapter 2: A User’s Manual: Advertising, Promotion, and Marketing Essentials 34 Advertising Is Old—and Brand New 35 The Four Cornerstones of Marketing: The Four Ps 48 Advertising Industry Structure 56 Exercises 67 Chapter 3: Advertising and Society 72 Economic Effects of Advertising 74 The Good: Advertising Enhances Our World 79 The Bad: Ethical Hot Buttons 89 Advertising Regulation: Who Looks Out for Us? 100 Exercises 105 Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its Consumers 110 From Talking to Consumers to Talking with Consumers 111 Is the Medium the Message? Components of Communications 114 Diffusion of Innovations 121 Decision Making 126 Internal Influences on Consumers 131 External Influences on Consumers 146 Culture, Globalization, and Advertising 152 Exercises 159 iii Chapter 5: Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out 163 Types of Data 165 Primary Data 168 Secondary Data 178 Physiological Data 182 Using Research to Guide a Successful Launch 187 Exercises 192 Chapter 6: Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer 197 Segment Your Market: Who’s Out There? 201 Target Your Customer: Who’s Going to Want It? 219 Position Your Brand: Why Will They Want It? 225 Exercises 230 Chapter 7: Decide What You Can Afford to Say: msnbc.com Sets the Budget 236 Budgeting Methods 237 Share of Voice (SOV) 245 Return on Investment (ROI) 250 Managing a Budget 260 Exercises 262 Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief 267 The Power of Branding 269 Describe Where You Are: A Strategic Framework 274 Define Where You Want to Go: Set Objectives 283 Decide How You’ll Get There: Create a Strategy 287 The Creative Brief 289 Exercises 297 Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics 301 Integrated Marketing Communications: United We Stand 304 Elements of the Promotional Mix: The Advertiser’s Trusty Tools 307 Create the Promotional Plan 324 Exercises 329 iv Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message 334 Traditional Advertising Media 336 New Media 349 Media Strategy 366 Exercises 376 Chapter 11: Execute on All Platforms: SS+K Goes into Production Overdrive 381 Execute on Media Platforms 382 How Do We Know What Worked? Evaluating Ad Executions 402 Exercises 410 Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story 414 Keys to Superior Advertising 415 Types of Appeals: How Ads Generate Resonance 420 Executional Frameworks: How Ads Generate Relevance 429 The Creative Team 436 Exercises 440 Chapter 13: Launch! msnbc.com’s First-Ever Branding Campaign 444 msnbc.com: A Campaign Portfolio 445 Logo 446 Print 447 TV 449 Online Banners 451 Screensaver 454 NewsBreaker Game 455 NewsBreaker Live 457 E-mail Blast 459 Spectrum Home Page 460 Chapter 14: ROI: msnbc.com Decides if the Campaign Worked 461 ROI: Show Me the Money 462 ROI for Broadcast and Print Media 470 ROI for Alternative Media 482 Exercises 503 v About the Authors Michael R Solomon Michael R Solomon, Ph.D., is Professor of Marketing and Director of the Center for Consumer Research in the Haub School of Business at Saint Joseph’s University Previously, he served as the Human Sciences Professor of Consumer Behavior at Auburn University and as Chairman of the Department of Marketing in the School of Business at Rutgers University He began his academic career in the Graduate School of Business Administration at New York University Dr Solomon is no stranger to writing top-selling books His textbook, Consumer Behavior: Buying, Having, and Being, published by Prentice Hall, is widely used in universities throughout North America, Europe, and Australasia and is now in its eighth edition His textbook, Marketing: Real People, Real Choices, also published by Prentice Hall, is one of the most widely adopted principles of marketing texts in the United States Soundview Executive Summaries named his trade book, Conquering Consumerspace: Marketing Strategies for a Branded World (AMACOM), one of the best business books of 2004 He is coeditor of The Service Encounter: Managing Employee/Customer Interaction in Services Businesses, published by Lexington Books Dr Solomon’s research interests include consumer behavior and lifestyle issues, branding strategy, the symbolic aspects of products, services marketing, and the development of visually oriented online research methodologies He has published numerous articles on these and related topics in academic journals, and he has delivered invited lectures throughout the world He currently sits on the editorial boards of the Journal of Consumer Behavior, the Journal of Retailing, and The European Business Review, and he recently completed an elected six-year term on the Board of Governors of the Academy of Marketing Science Dr Solomon has been recognized as one of the fifteen most widely cited scholars in the academic behavioral sciences/fashion literature and as one of the ten most productive scholars in the field of advertising and marketing communications In addition to his academic activities, Dr Solomon is a frequent contributor to mass media, with feature articles appearing in such magazines as Psychology Today, About the Authors Gentleman’s Quarterly, and Savvy He has been quoted in numerous media, including Allure, Elle, Glamour, Mademoiselle, Mirabella, Newsweek, the New York Times, Self, USA Today, and the Wall Street Journal He frequently appears on television and radio to comment on consumer behavior issues, including The Today Show, Good Morning America, CNBC, Channel One, Inside Edition, Newsweek on the Air, the Wall Street Journal Radio Network, the Entrepreneur Sales and Marketing Show, the WOR Radio Network, and National Public Radio Dr Solomon has provided input as a marketing consultant to a variety of organizations, including Armstrong World Industries, Bayer Healthcare, Gap Inc., Hakuhodo Advertising (Tokyo), H&M, Johnson & Johnson, Levi Strauss, Living Tomorrow, Prudential Securities, State Farm, and United Airlines He is a Managing Director of Mind/Share Inc., a consulting firm specializing in consumer research and lifestyle marketing issues for such clients as DuPont, Black & Decker, eBay, PPG Industries, Visa, VF Corp., Timberland, and Calvin Klein Dr Solomon earned a Ph.D in Social Psychology at the University of North Carolina at Chapel Hill and was awarded the Fulbright/FLAD Chair in Market Globalization Lisa Duke Cornell Lisa Duke Cornell is an Associate Professor in the Department of Advertising at the University of Florida College of Journalism and Communications Dr Duke Cornell joined the advertising department after ten years as an award-winning copywriter and creative supervisor at Long Haymes Carr/Lintas, working on major accounts like Hanes, Planters/Lifesavers, Jefferson-Pilot Insurance, Rich Foods, Wachovia Bank, and Tyson/Holly Farms She has won numerous industry awards, including “Best of Show” Addys for print and television, as well as recognition by the New York Art Directors Club and the International Film and Television Festival Her creative work was also featured as one of Advertising Age’s best commercials of the year Dr Duke Cornell received her Ph.D from the University of Georgia, where she also earned her master’s degree The American Association of University Women named her an American Fellow for her research on the role of communications in the socialization and identity development of children and young women Dr Duke Cornell is also interested in the role of creativity in advertising and in helping facilitate creative solutions to marketing problems Her research has been About the Authors published in the Journalism and Mass Communication Quarterly, Journal of Advertising, Psychology and Marketing, Journal of Communication Inquiry, and The Annals of the American Academy of Political and Social Science In 2001, Dr Duke Cornell was recognized as the College of Journalism and Communications Teacher of the Year Amit Nizan Amit Nizan’s fascination with communication sprouted from the need to be heard as one of six children growing up in suburban Florida At the tender age of seven, she created her first ad: an interpretation of the “Get Met, It Pays” campaign for MetLife featuring Snoopy Ms Nizan always had a keen passion to understand marketing messages, how they broke through, and what psychological motivations kept brands top of mind Ms Nizan earned her B.S in Advertising from the University of Florida She then went on to work in account management at TBWA\Chiat\Day and SS+K, both in New York City Among her clients were local, international, and competitive brands such as A&E Television Networks, Boots Retail International, Nextel, NASCAR, BlueCross and BlueShield Association, The Massachusetts Teacher’s Association, and msnbc.com Ms Nizan led the msnbc.com account team, responsible for overseeing the “Fuller Spectrum of News” campaign that would receive a host of accolades including the 2008 Webby for Integrated Campaign and 2008 Effie Gold for Small Budgets In 2008, Ms Nizan joined the editorial team at Advertising Age where she curated the content of the leading industry publications’ events She organized experts from leading brands such as Nike, Verizon, Facebook, Unilever, and Procter & Gamble and agencies such as BBDO, Barbarian Group, and Martin Agency Ms Nizan now enjoys working in Business Development at Indaba Music, where she applies her marketing background to developing and growing business streams for the budding music collaboration site Acknowledgments The authors would like to thank the following colleagues who have reviewed the text and provided comprehensive feedback and suggestions for improving the material: Neil Alperstein Loyola College William Arden Augsburg College Dan Bagley University of South Florida Carl Bergemann Arapahoe Community College Samuel Bradley Texas Tech University Rusty Brooks Houston Baptist University Janice Bukovac-Phelps Michigan State University Yolanda Cal Florida International University–BBC campus Patrali Chatterjee Montclair State University Sudhir Chawla Angelo State University David Fleming University of South Florida Traci Freling University of Texas–Arlington S J Garner Eastern Kentucky University John Gaskins Longwood University Donna Gray Butler University Jacqueline Kacen University of Houston Dee Knight University of North Texas Barbara Lafferty University of South Florida Dana Lanham University of North Carolina at Charlotte Aron Levin Northern Kentucky University Michael McBride Texas State University–San Marcos Donn Miller-Kermani Brevard Community College Jay Mower University of Houston Darrel Muehling Washington State University Acknowledgments Tom Mueller University of Florida Alex Ortiz Texas Tech University Judy Oskam Texas State University Becky Parker McLennan Community College Nadia Pomirleanu University of Central Florida Don Purdy University at Albany Jodi Radosh Alvernia College Richard Reso Tulane University Kim Richmond Saint Joseph's University Sonny Smith College of DuPage Barry Solomon Florida State University Melissa St James California State University–Dominguez Hills Jorge Villegas University of Florida Rod Warnick University of Massachusetts–Amherst Irene Wheeler Central Virginia Community College Janice Williams University of Central Oklahoma Janice Xu Cabrini College Sukki Yoon Bryant University In addition, a select group of instructors assisted the development of this material by actually using it in their classrooms Their input, along with their students’ feedback, has provided us critical confirmation that the material is effective and impactful in the classroom: Audrey Ashton-Savage University of New Hampshire Carl Bergemann Arapahoe Community College Rusty Brooks Houston Baptist University Margaret Bruce Manchester Business School Yolanda Cal Florida International University–BBC campus Curtis Matthews Texas Tech University Wendy Maxian Texas Tech University Robert Meeds Texas Tech University ... people who have to it every day Sure, we agree that you need to understand about the nuts and bolts of advertising in order to build a strong ad campaign—and to know when it’s 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