Kellogg on Advertising and Media The Kellogg School of Management

ISBN-10: 0470119861
ISBN-13: 9780470119860
Edition: 2008
List price: $29.95 Buy it from $3.00
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Description: Members of the world's leading marketing faculty explain the revolutionized world of advertising Like Kellogg On Branding and Kellogg on Marketing, Kellogg on Advertising and Media represents the leading-edge thinking from faculty members at the  More...

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Book details

List price: $29.95
Copyright year: 2008
Publisher: John Wiley & Sons, Incorporated
Publication date: 4/25/2008
Binding: Hardcover
Pages: 304
Size: 6.75" wide x 9.50" long x 1.00" tall
Weight: 1.100
Language: English

Members of the world's leading marketing faculty explain the revolutionized world of advertising Like Kellogg On Branding and Kellogg on Marketing, Kellogg on Advertising and Media represents the leading-edge thinking from faculty members at the Kellogg School of Management and other outside industry experts. The biggest challenges facing marketers right now are the loss of mass audiences, the decline of broadcast TV advertising, and the role of online advertising. How should marketers advertise in this new reality? Based on the latest research and case studies from industry executives, Kellogg explains how marketers can find and engage audiences in today's chaotic media climate. Bobby J. Calder (Chicago, IL) is Distinguished Professor of Marketing and Professor of Psychology at the Kellogg School of Management at Northwestern University. He is also Codirector of the media MBA program at Kellogg.

Alice M. Tybout is the Harold T. Martin Professor of Marketing and a former chairperson of the Marketing Department at the Kellogg School of Management, Northwestern University. She is academic director of the consumer marketing strategy program and the branding program at Kellogg's Allen Center, the author of more than forty articles and book chapters, a consultant for leading companies, including Abbott Laboratories, Coca-Cola Company, and Pfizer, and a member of the board of directors of RHR International.Bobby J. Calder is the Charles H. Kellstadt Professor of Marketing and the current chairperson of the Department of Marketing at the Kellogg School of Management, Northwestern University. Previously, he has taught at the Wharton School, University of Pennsylvania, and has been a consultant for Booz Allen Hamilton. He is the author of numerous research studies and articles. He has been a consultant to companies such as Aetna, Bristol-Myers Squibb, Cemex, Coca-Cola, General Electric, General Motors, McDonald's, Motorola, Prudential, Tribune Co., and Time Warner.

Foreword by
Introduction -- Advertising and Media
Media Engagement and Advertising Effectiveness
Making TV a Two-Way Street: Changing Viewer Engagement through Interaction
interactive television and the effectiveness of television advertising
Advertising in the World of New Media
"burn the boats"
The Reinvention of Television Advertising
technology changes everything
Developments in Audience Measurement and Research
what's new in keeping score
Rethinking Message Strategies: The Difference between Thin and Thick Slicing
advertising and the unconscious
Managing the Unthinkable: What to Do When a Scandal Hits Your Brand
what to do when scandal hits your brand
Managing Public Reputation
the challenge and the opportunity of uncontrolled media
The Contribution of Public Relations in the Future
corporate communications as a medium
Using Three I Media in Business-to-Business Marketingm
it's not your father's trade show
Communicating with Customers
Changing the Company
innovative marketing depends on organizational change
The Integration of Advertising and Media Content: Ethical and Practical Considerations
the endgame to the integration of advertising and media content

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