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.
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Foreword viiPhilip 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
Giới thiệu về tác giả
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).Mua cuốn sách điện tử này và nhận thêm 1 cuốn MIỄN PHÍ!
Ngôn ngữ Anh ● định dạng EPUB ● Trang 304 ● ISBN 9781118429112 ● Kích thước tập tin 4.1 MB ● Biên tập viên Bobby J. Calder ● Nhà xuất bản John Wiley & Sons ● Được phát hành 2012 ● Phiên bản 1 ● Có thể tải xuống 24 tháng ● Tiền tệ EUR ● TÔI 2488675 ● Sao chép bảo vệ Adobe DRM
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