Kellogg on advertising media the Kellogg School of Management 1st Edition by Bobby Calder, Philip Kotler 0470119861 978-0470119860

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ISBN 10: 0470119861

ISBN 13: 978-0470119860

Author: Bobby J. Calder, Philip Kotler

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.

Kellogg on advertising media the Kellogg School of Management 1st Table of contents:

Chapter 1 Media Engagement and Advertising Effectiveness 
Bobby J. Calder and Edward C. Malthouse

Chapter 2 Making TVa Two-Way Street: Changing Viewer Engagement through Interaction 
Michael Schreiber

Chapter 3 Advertising in the World of New Media 
Scott Berg

Chapter 4 Reinvention of TV Advertising 
 Claudio Marcus

Chapter 5 Developments in Audience Measurement and Research 
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 
Daniel Diermeier

Chapter 9 The Contribution of Public Relations in the Future 
Clarke Caywood

Chapter 10 Using Three I Media in Business-to-Business Marketing 
James Newcomb

Chapter 11 Communicating with Customers Charles Spinosa, David Le Brocquy, and Bobby J. Calder

Chapter 12 Changing the Company
Julie Roehm

Chapter 13 The Integration of Advertising and Media Content: Ethical and Practical Considerations  Richard Kolsky and Bobby J. Calder

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Bobby Calder,Philip Kotler,advertising,media