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How to use advertising and media more effectively is perhaps thenumber one issue in marketing today. Marketers are increasinglyturning away from traditional mass advertising to online and mobileads, alternative media, product placement, branded entertainment,and other "marketing services." Yet most marketers have a sense ofbeing in uncharted territory. This book is the ultimate guide tocommunicating with consumers in today's advertising and mediaclimate.
Did you know that advertising agencies now generate more revenuefrom "marketing services" than from traditional media? Companieslike P&G are creating online shows. Traditional media aretaking on new life as well. Interactive televisionand televisionads customized for con-sumers are growing in popularity. ESPN is atelevision network but it is also a magazine, online site, radionetwork, mobilenetwork, and more. It is a "media brand." And likeNational Geographic and many others, it offers myriad ways ofcommunicating with consumers. All of these developments offer newopportunities for marketers to engage consumers.
Most marketers today face strong competition from products thatare well positioned and high-quality. The job of marketingcommunications is increasingly to find ways of not just deliveringan ad message but also of engaging the consumer, of getting theconsumer to feel the brand is relevant to their lives. Thiscutting-edge book from world-renowned Kellogg faculty and leadingpractitioners explains the exciting new ways advertising and mediaare doing just that.
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, NorthwesternUniversity).
. . .linking advertising and media.
Chapter 2: Making TVa Two-Way Street: Changing Viewer Engagementthrough Interaction (Michael Schreiber, NBCUniversal).
. . .interactive television and the effectiveness of televisionadvertising.
Chapter 3: Advertising in theWorld of New Media (ScottBerg, 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 betweenThin and Thick Slicing (Angela Lee, NorthwesternUniversity).
. . . advertising and the unconscious.
Chapter 7: Managing the Unthinkable: What to Do When a ScandalHits Your Brand (Michelle Roehm and Alice M. Tybout, WakeForest 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-BusinessMarketing (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 andNorthwestern University).
. . . committing the company to your advertising.
Chapter 12: Changing the Company (Julie Roehm, BackslashMeta, LLC).
. . .innovative marketing depends on organizational change.
Chapter 13: The Integration of Advertising and Media Content:Ethical and Practical Considerations (Richard Kolsky and BobbyJ. Calder, Northwestern University).
. . .the endgame to the integration of advertising and mediacontent.
About the Contributors.