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Kellogg on Advertising & Media
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:
Foreword (Philip Kotler).
Introduction: Advertising and Media (Bobby J. Calder, Northwestern University).
Chapter 1: Media Engagement and Advertising Effectiveness (Bobby J. Calder and Edward C. Malthouse, Northwestern University).
. . .linking advertising and media.
Chapter 2: Making TVa Two-Way Street: Changing Viewer Engagement through Interaction (Michael Schreiber, NBC Universal).
. . .interactive television and the effectiveness of television advertising.
Chapter 3: Advertising in theWorld of New Media (Scott Berg, Hewlett Packard).
. . ."burn the boats".
Chapter 4: Reinvention of TVAdvertising (Claudio Marcus, VisibleWorld).
. . .technology changes everything.
Chapter 5: Developments in Audience Measurement and Research (JamesWebster, Northwestern University).
. . .what's new in keeping score.
Chapter 6: Rethinking Message Strategies: The Difference between Thin and Thick Slicing (Angela Lee, Northwestern University).
. . . advertising and the unconscious.
Chapter 7: Managing the Unthinkable: What to Do When a Scandal Hits Your Brand (Michelle Roehm and Alice M. Tybout, Wake Forest University and Northwestern University).
. . .what to do when scandal hits your brand.
Chapter 8: Managing Public Reputation (Daniel Diermeier, Northwestern University).
. . .the challenge and the opportunity of uncontrolled media.
Chapter 9: The Contribution of Public Relations in the Future (Clarke Caywood, Northwestern University).
. . .corporate communications as a medium.
Chapter 10: Using THREE I Media in Business-to-Business Marketing (James Newcomb, Boeing).
. . .it's not your father’s trade show.
Chapter 11: Communicating with Customers (Charles Spinosa, David Le Brocquy, and Bobby J. Calder, Vision Consulting and Northwestern University).
. . . committing the company to your advertising.
Chapter 12: Changing the Company (Julie Roehm, Backslash Meta, LLC).
. . .innovative marketing depends on organizational change.
Chapter 13: The Integration of Advertising and Media Content: Ethical and Practical Considerations (Richard Kolsky and Bobby J. Calder, Northwestern University).
. . .the endgame to the integration of advertising and media content.
About the Contributors.