Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010185434 | HF5826.5 K46 2008 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
In Kellogg on Advertising and Media , members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.
Author Notes
Bobby J. Calder is the Charles H. Kellstadt Distinguished Professor of Marketing at the Kellogg School of Management at Northwestern University. He has worked as a consultant to many major corporate clients, and has taught at the Wharton School, University of Pennsylvania, and at the University of Illinois. He is a graduate of the University of North Carolina and coeditor of Kellogg on Integrated Marketing (Wiley).
Table of Contents
| Foreword byPhilip Kotler |
| Introduction -- Advertising and MediaBobby J. Calder |
| Chapter 1 Media Engagement and Advertising EffectivenessBobby J. Calder and Edward C. Malthouse |
| Chapter 2 Making TV a Two-Way Street: Changing Viewer Engagement through InteractionMichael Schreiber |
| interactive television and the effectiveness of television advertising |
| Chapter 3 Advertising in the World of New MediaScott Berg Hewlett Packard |
| "burn the boats" |
| Chapter 4 The Reinvention of Television AdvertisingClaudio Marcus . |
| technology changes everything |
| Chapter 5 Developments in Audience Measurement and ResearchJames Webster |
| what's new in keeping score |
| Chapter 6 Rethinking Message Strategies: The Difference between Thin and Thick SlicingAngela Lee |
| advertising and the unconscious |
| Chapter 7 Managing the Unthinkable: What to Do When a Scandal Hits Your BrandMichelle Roehm and Alice M. Tybout |
| what to do when scandal hits your brand |
| Chapter 8 Managing Public ReputationDaniel Diermeier |
| the challenge and the opportunity of uncontrolled media |
| Chapter 9 The Contribution of Public Relations in the FutureClarke Caywood |
| corporate communications as a medium |
| Chapter 10 Using Three I Media in Business-to-Business MarketingmJames Newcomb Boeing |
| it's not your father's trade show |
| Chapter 11 Communicating with CustomersCharles Spinosa and David Le Brocquy and Bobby J. Caldercommitting the company to your advertising |
| Chapter 12 Changing the CompanyJulie Roehm |
| innovative marketing depends on organizational change |
| Chapter 13 The Integration of Advertising and Media Content: Ethical and Practical ConsiderationsRichard Kolsky and Bobby J. Calder |
| the endgame to the integration of advertising and media content |
