Bobby J. Calder 
Kellogg on Advertising and Media [EPUB ebook] 
The Kellogg School of Management

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.

Содержание

Foreword vii
Philip Kotler

Introduction Advertising and Media IX
Bobby J. Calder

Chapter 1 Media Engagement and Advertising Effectiveness 1
Bobby J. Calder and Edward C. Malthouse

Chapter 2 Making TVa Two-Way Street: Changing Viewer Engagement through Interaction 37
Michael Schreiber

Chapter 3 Advertising in the World of New Media 56
Scott Berg

Chapter 4 Reinvention of TV Advertising 84
Claudio Marcus

Chapter 5 Developments in Audience Measurement and Research 123
James Webster

Chapter 6 Rethinking Message Strategies: The Difference between Thin and Thick Slicing 139
Angela Lee

Chapter 7 Managing the Unthinkable: What to Do When a Scandal Hits Your Brand 159
Michelle Roehm and Alice M. Tybout

Chapter 8 Managing Public Reputation 178
Daniel Diermeier

Chapter 9 The Contribution of Public Relations in the Future 196
Clarke Caywood

Chapter 10 Using Three I Media in Business-to-Business Marketing 208
James Newcomb

Chapter 11 Communicating with Customers 226
Charles Spinosa, David Le Brocquy, and Bobby J. Calder

Chapter 12 Changing the Company 254
Julie Roehm

Chapter 13 The Integration of Advertising and Media Content: Ethical and Practical Considerations 266 Richard Kolsky and Bobby J. Calder

About the Contributors 282

Index 285

Об авторе

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).