Bobby J. Calder

Kellogg on Advertising and Media

The Kellogg School of Management
Herausgeber: Calder, Bobby J

• Gebundenes Buch

Produktbeschreibung

Kellogg on Advertising & Media

Marketing faces serious and disruptive changes, including the loss of mass audiences, the decline of broadcast television advertising, and the increased role of online advertising. But the changing world of advertising and media is also full of exciting new ways to reach consumers. Based on the latest research and contributions from world-renowned Kellogg marketing professors, plus insights from leading executives, Kellogg on Advertising and Media explains how marketers can effectively advertise in the new reality. You'll hear from star faculty and industry-leading practitioners including:
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Bobby Calder and Edward Malthouse on the impact of brand and media engagement
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Claudio Marcus (Visible World) on digital technology and customized advertising
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Michael Schreiber (NBC Universal) on interactive television and the future of TV advertising
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James Webster on new trends in audience measurement
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Scott Berg (Hewlett-Packard) on advertising in the new media world
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Angela Lee on advertising strategy and the unconscious mind
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Julie Roehm, formerly of Wal-Mart, on marketing innovation and organizational change
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Richard Kolsky and Bobby Calder on integrating advertising and media content
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Clarke Caywood on the future of public relations
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James Newcomb (Boeing) on linking sales to marketing in B-to-B companies
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Michelle Roehm and Alice Tybout on crisis management and damage control
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Daniel Diermeier on company reputation and monitoring the media
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Charles Spinosa, David LeBrocquy (Vision Consulting), and Bobby Calder on using employee communication with customers to support an advertising strategy

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Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 14511986000
• 1. Auflage
• Seitenzahl: 304
• Erscheinungstermin: 1. April 2008
• Englisch
• Abmessung: 228mm x 161mm x 27mm
• Gewicht: 490g
• ISBN-13: 9780470119860
• ISBN-10: 0470119861
• Artikelnr.: 22847677

Autorenporträt

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).

Inhaltsangabe

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