Kellogg On Advertising and Media / Edition 1

Kellogg On Advertising and Media / Edition 1

by Bobby J. Calder
     
 

ISBN-10: 0470119861

ISBN-13: 2900470119869

Pub. Date: 04/25/2008

Publisher: Wiley

Marketing faces serious and disruptive changes, including the loss of mass audiences, the decline of broadcast television advertising, and the increased role of online advertising. But the changing world of advertising and media is also full of exciting new ways to reach consumers. Based on the latest research and contributions from world-renowned Kellogg marketing…  See more details below

Overview

Marketing faces serious and disruptive changes, including the loss of mass audiences, the decline of broadcast television advertising, and the increased role of online advertising. But the changing world of advertising and media is also full of exciting new ways to reach consumers. Based on the latest research and contributions from world-renowned Kellogg marketing professors, plus insights from leading executives, Kellogg on Advertising and Media explains how marketers can effectively advertise in the new reality. You'll hear from star faculty and industry-leading practitioners including: Bobby Calder and Edward Malthouse on the impact of brand and media engagement, Claudio Marcus (Visible World) on digital technology and customized advertising, Michael Schreiber (NBC Universal) on interactive television and the future of TV advertising, James Webster on new trends in audience measurement, Scott Berg (Hewlett-Packard) on advertising in the new media world, Angela Lee on advertising strategy and the unconscious mind, Julie Roehm, formerly of Wal-Mart, on marketing innovation and organizational change, Richard Kolsky and Bobby Calder on integrating advertising and media content, Clarke Caywood on the future of public relations, James Newcomb (Boeing) on linking sales to marketing in B-to-B companies, Michelle Roehm and Alice Tybout on crisis management and damage control, Daniel Diermeier on company reputation and monitoring the media, Charles Spinosa, David LeBrocquy (Vision Consulting), and Bobby Calder on using employee communication with customers to support an advertising strategy.

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Product Details

ISBN-13:
2900470119869
Publisher:
Wiley
Publication date:
04/25/2008
Edition description:
New Edition
Pages:
304

Table of Contents


Foreword   Philip Kotler     vii
Introduction: Advertising and Media   Bobby J. Calder     ix
Media Engagement and Advertising Effectiveness   Bobby J. Calder   Edward C. Malthouse     1
Making TV a Two-Way Street: Changing Viewer Engagement through Interaction   Michael Schreiber     37
Advertising in the World of New Media   Scott Berg     56
Reinvention of TV Advertising   Claudio Marcus     84
Developments in Audience Measurement and Research   James Webster     123
Rethinking Message Strategies: The Difference between Thin and Thick Slicing   Angela Lee     139
Managing the Unthinkable: What to Do When a Scandal Hits Your Brand   Michelle Roehm   Alice M. Tybout     159
Managing Public Reputation   Daniel Diermeier     178
The Contribution of Public Relations in the Future   Clarke Caywood     196
Using THREE I Media in Business-to-Business Marketing   James Newcomb     208
Communicating with Customers   Charles Spinosa   David Le Brocquy   Bobby J. Calder     226
Changing the Company   Julie Roehm     254
The Integration ofAdvertising and Media Content: Ethical and Practical Considerations   Richard Kolsky   Bobby J. Calder     266
About the Contributors     282
Index     285

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