Launch! Advertising and Promotion in Real Time - Michael Solomn et al. Online Book

Publication of Flatworld Knowledge. They are providing online free editions of all the books they are publishing.

Authors: Michael Solomon, Lisa Duke Cornell and Amit Nizan

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Table of Contents

• Chapter 1: Meet SS+K: A Real Agency Pitches a Real Client
• Chapter 2: A User’s Manual: Advertising, Promotion, and Marketing Essentials
• Chapter 3: Advertising and Society
• Chapter 4: Consumers and the Communications Process: SS+K Gets to Know Its Consumers
• Chapter 5: Know Your Audience: SS+K Learns All About msnbc.com, Inside and Out
• Chapter 6: Segment, Target, and Position Your Audience: SS+K Identifies the Most Valuable News Consumer
• Chapter 7: Decide What You Can Afford to Say: msnbc.com Sets the Budget
• Chapter 8: Create a Strategy: SS+K Puts Its Research to Use as the Agency Creates the Brief
• Chapter 9: Choose Your Communication Weapons: SS+K Decides Upon a Creative Strategy and Media Tactics
• Chapter 10: Plan and Buy Media: SS+K Chooses the Right Media for the Client’s New Branding Message
• Chapter 11: Execute on All Platforms: SS+K Goes into Production Overdrive
• Chapter 12: Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story
• Chapter 13: Launch! msnbc.com’s First-Ever Branding Campaign
• Chapter 14: ROI: msnbc.com Decides if the Campaign Worked

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Michael Solomon
Saint Joseph's University
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.
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, Fifth Edition, also published by Prentice Hall, is one of the most widely-adopted principles of marketing texts in the U.S.A.
Prof. 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.
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 in 1981 and was awarded the Fulbright/FLAD Chair in Market Globalization.


Lisa Duke Cornell
University of Florida
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 10 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.
Duke Cornell received her Ph.D. in 1999 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. Duke Cornell is also interested in the role of creativity in advertising and in helping facilitate creative solutions to marketing problems. In 2001, Duke Cornell was recognized as the College of Journalism and Communications’ Teacher of the Year.


Amit Nizan
AdvertisingAge
Amit Nizan is part of the editorial team at Advertising Age, the leading industry publication, where she curates event content. Previously, she served as Account Manager at TBWAChiatDay and SS+K, both top advertising agencies in New York City.