Kellogg on Advertising and Media : The Kellogg School of Management

by Calder, Bobby J.; Kotler, Philip

• ISBN13: 9780470119860
• ISBN10: 0470119861
• Edition: 1st
• Format: Hardcover
• Copyright: 2008-04-25
• Publisher: Wiley

Summary

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.

Author Biography

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).

Table of Contents

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

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