This is “A User’s Manual: Advertising, Promotion, and Marketing Essentials”, chapter 2 from the book Advertising Campaigns: Start to Finish (v. 1.0). For details on it (including licensing), click here.

For more information on the source of this book, or why it is available for free, please see the project's home page. You can browse or download additional books there. To download a .zip file containing this book to use offline, simply click here.

Has this book helped you? Consider passing it on:

Help Creative Commons

Creative Commons supports free culture from music to education. Their licenses helped make this book available to you.

Help a Public School

DonorsChoose.org helps people like you help teachers fund their classroom projects, from art supplies to books to calculators.

Chapter 2 A 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 or in print.

Linda Kaplan Thaler, Founder, Kaplan Thaler Group

This is not a book about advertising.

This is a book about touching consumers where they live—and work and play. Now that we’ve met some of the folks from SS+K and msnbc.com, let’s take a look at the fundamentals the members of these teams have under their belts. We’ll pick back up with them in Chapter 4 "Consumers and the Communications Process: SS+K Gets to Know Its Consumers" to follow how they’ve applied these fundamentals from Chapter 2 "A User’s Manual: Advertising, Promotion, and Marketing Essentials" and Chapter 3 "Advertising and Society".