9780470119860

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. 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 top 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.

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).

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
Table of Contents provided by Publisher. All Rights Reserved.

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Kellogg on Advertising and Media : The Kellogg School of Management

Kellogg on Advertising and Media : The Kellogg School of Management

0470119861

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