Bobby J. Calder

Kellogg on Advertising and Media

The Kellogg School of Management
Herausgeber: Calder, Bobby J

• Gebundenes Buch

Produktbeschreibung

Kellogg on Advertising & Media

Marketing faces serious and disruptive changes, including the loss of mass audiences, the decline of broadcast television advertising, and the increased role of online advertising. But the changing world of advertising and media is also full of exciting new ways to reach consumers. Based on the latest research and contributions from world-renowned Kellogg marketing professors, plus insights from leading executives, Kellogg on Advertising and Media explains how marketers can effectively advertise in the new reality. You'll hear from star faculty and industry-leading practitioners including:
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Bobby Calder and Edward Malthouse on the impact of brand and media engagement
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Claudio Marcus (Visible World) on digital technology and customized advertising
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Michael Schreiber (NBC Universal) on interactive television and the future of TV advertising
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James Webster on new trends in audience measurement
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Scott Berg (Hewlett-Packard) on advertising in the new media world
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Angela Lee on advertising strategy and the unconscious mind
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Julie Roehm, formerly of Wal-Mart, on marketing innovation and organizational change
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Richard Kolsky and Bobby Calder on integrating advertising and media content
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Clarke Caywood on the future of public relations
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James Newcomb (Boeing) on linking sales to marketing in B-to-B companies
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Michelle Roehm and Alice Tybout on crisis management and damage control
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Daniel Diermeier on company reputation and monitoring the media
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Charles Spinosa, David LeBrocquy (Vision Consulting), and Bobby Calder on using employee communication with customers to support an advertising strategy

Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 14511986000
• 1. Auflage
• Seitenzahl: 304
• Erscheinungstermin: 1. April 2008
• Englisch
• Abmessung: 228mm x 161mm x 27mm
• Gewicht: 490g
• ISBN-13: 9780470119860
• ISBN-10: 0470119861
• Artikelnr.: 22847677

Autorenporträt

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).

Inhaltsangabe

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,
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.