This is “A User’s Manual: Advertising, Promotion, and Marketing Essentials”, chapter 2 from the book Advertising Campaigns: Start to Finish (v. 1.0).
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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".