INSEAD Library

Includes index

Digitized

CONTENTS Kellogg on Advertising and Media Kellogg on Advertising and Media Foreword Philip Kotler vii Introduction ix Advertising and Media Bobby J. Calder Northwestern University Chapter 1 Media Engagement and Advertising Effectiveness Bohhy]. Calder and Edward C. Malthouse Northwestern University 1 . . . linking advertising and media Chapter 2 Making T V a Two-way Street: Changing Viewer Engagement through 37 Interaction Michael Schreiber N B C Universal . . . interactive television and the effectiveness of television advertising Chapter 3 Advertising in the World of New Media Scott Berg Hewlett Packard . . . "burn the boats" 56 Chapter 4 Reinvention of TV Advertising 84 Claudio Marcus Visible World . . . technology changes everything Chapter 5 Developments in Audience Measurement and Research James Webster Northwestern University . . . what's new in keeping score 123 Chapter 6 Rethinking Message Strategies: The Difference between Thin and Thick 139 Slicing Angela Lee Northwestern University . . . advertising and the unconscious Chapter 7 Managing the Unthinkable: What to Do When a Scandal Hits Your Brand 159 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 178 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 196 Chapter 10 Using THREE I Media in Business-to-Business Marketing James Newcomb Boeing . . . it's not your father's trade show 208 Chapter 11 Communicating with Customers 226 Charles Spinosa, David LP Brocquy, and Bobbyj. Calder Vision Consulting and Northwestern University . . . committing the company to your advertising Chapter 12 Changing the Company 254 Julie Roehm Backslash Meta, LLC . . . innovative marketing depends on organizational change Chapter 13 The Integration of Advertising and Media Content: Ethical and Practical Considerations 266 Richard Kolsky and Bobby]. Calder Northwestern University . . . the endgame to the integration of advertising and media content About the Contributors Index 285 282