 Kellogg on Advertising and Media
ISBN: 978-0-470-11986-0
Hardcover
304 pages
April 2008
US $29.95
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Introduction: Advertising and Media (Bobby J. Calder, Northwestern University).
Chapter 1: Media Engagement and Advertising Effectiveness (Bobby J. Calder and Edward C. Malthouse, Northwestern University).
. . .linking advertising and media.
Chapter 2: Making TVa Two-Way Street: Changing Viewer Engagement through Interaction (Michael Schreiber, NBC Universal).
. . .interactive television and the effectiveness of television advertising.
Chapter 3: Advertising in theWorld of New Media (Scott Berg, 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 between Thin and Thick Slicing (Angela Lee, Northwestern University).
. . . advertising and the unconscious.
Chapter 7: Managing the Unthinkable: What to Do When a Scandal Hits Your Brand (Michelle Roehm and Alice M. Tybout, Wake Forest 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-Business Marketing (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 and Northwestern University).
. . . committing the company to your advertising.
Chapter 12: Changing the Company (Julie Roehm, Backslash Meta, LLC).
. . .innovative marketing depends on organizational change.
Chapter 13: The Integration of Advertising and Media Content: Ethical and Practical Considerations (Richard Kolsky and Bobby J. Calder, Northwestern University).
. . .the endgame to the integration of advertising and media content.
About the Contributors.
Index.
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