| Description |
xi, 292 pages : illustrations ; 24 cm |
| Contents |
Foreword / Philip Kotler -- Introduction. Advertising and Media / Bobby J. Calder -- Ch. 1. Media Engagement and Advertising Effectiveness / Bobby J. Calder and Edward C. Malthause -- Ch. 2. Making TV a Two-Way Street: Changing Viewer Engagement through Interaction / Michael Schreiber -- Ch. 3. Advertising in the World of New Media / Scott Berg -- Ch. 4. Reinvention of TV Advertising / Claudio Marcus -- Ch. 5. Developments in Audience Measurement and Research / James Webster -- Ch. 6. Rethinking Message Strategies: The Difference between Thin and Thick Slicing / Angela Lee -- Ch. 7. Managing the Unthinkable: What to Do When a Scandal Hits Your Brand / Michelle Roehm and Alice M. Tybout -- Ch. 8. Managing Public Reputation / Daniel Diermeier -- Ch. 9. The Contribution of Public Relations in the Future / Clarke Caywood -- Ch. 10. Using THREE I Media in Business-to-Business Marketing / James Newcomb |
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Ch. 11. Communicating with Customers / Charles Spinosa, David Le Brocquy and Bobby J. Calder -- Ch. 12. Changing the Company / Julie Roehm -- Ch. 13. The Integration of Advertising and Media Content: Ethical and Practical Considerations / Richard Kolsky and Bobby J. Calder |
| Summary |
"This book is the ultimate guide to communicating with consumers in today's advertising and media climate." "Most marketers today face strong competition from products that are well positioned and high-quality. The job of marketing communications is increasingly to find ways of not just delivering an ad message but also of engaging the consumer, of getting the consumer to feel the brand is relevant to their lives. This cutting-edge book from world-renowned Kellogg faculty and leading practitioners explains the exciting new ways advertising and media are doing just that."--BOOK JACKET |
| Bibliography |
Includes bibliographical references (page 281) and index |
| Subject |
Advertising media planning.
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Advertising.
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| Author |
Calder, Bobby J.
|
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J.L. Kellogg Graduate School of Management.
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| LC no. |
2007052392 |
| ISBN |
9780470119860 (cloth) |
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