Calder Kellogg on Advertising and Media

The Kellogg School of Management
1. Auflage 2012
ISBN: 978-1-118-42911-2
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 304 Seiten, E-Book

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.

Autoren/Hrsg.

Calder, Bobby J.

Weitere Mitwirkende

Kotler, Philip

Inhaltsverzeichnis

Foreword (Philip Kotler).
Introduction: Advertising and Media (Bobby J. Calder,Northwestern University).
Chapter 1: Media Engagement and Advertising Effectiveness(Bobby J. Calder and Edward C. Malthouse, NorthwesternUniversity).
. . .linking advertising and media.
Chapter 2: Making TVa Two-Way Street: Changing Viewer Engagementthrough Interaction (Michael Schreiber, NBCUniversal).
. . .interactive television and the effectiveness of televisionadvertising.
Chapter 3: Advertising in theWorld of New Media (ScottBerg, Hewlett Packard).
. . ."burn the boats".
Chapter 4: Reinvention of TVAdvertising (Claudio Marcus,VisibleWorld).
. . .technology changes everything.
Chapter 5: Developments in Audience Measurement and Research(JamesWebster, Northwestern University).
. . .what's new in keeping score.
Chapter 6: Rethinking Message Strategies: The Difference betweenThin and Thick Slicing (Angela Lee, NorthwesternUniversity).
. . . advertising and the unconscious.
Chapter 7: Managing the Unthinkable: What to Do When a ScandalHits Your Brand (Michelle Roehm and Alice M. Tybout, WakeForest University and Northwestern University).
. . .what to do when scandal hits your brand.
Chapter 8: Managing Public Reputation (Daniel Diermeier,Northwestern University).
. . .the challenge and the opportunity of uncontrolled media.
Chapter 9: The Contribution of Public Relations in the Future(Clarke Caywood, Northwestern University).
. . .corporate communications as a medium.
Chapter 10: Using THREE I Media in Business-to-BusinessMarketing (James Newcomb, Boeing).
. . .it's not your father's trade show.
Chapter 11: Communicating with Customers (Charles Spinosa,David Le Brocquy, and Bobby J. Calder, Vision Consulting andNorthwestern University).
. . . committing the company to your advertising.
Chapter 12: Changing the Company (Julie Roehm, BackslashMeta, LLC).
. . .innovative marketing depends on organizational change.
Chapter 13: The Integration of Advertising and Media Content:Ethical and Practical Considerations (Richard Kolsky and BobbyJ. Calder, Northwestern University).
. . .the endgame to the integration of advertising and mediacontent.
About the Contributors.
Index.

Über Autor(innen)

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).