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Kellogg on advertising and media

Author: Calder, Bobby J. Publisher: Wiley, 2008.Language: EnglishDescription: 292 p. ; 23 cm.ISBN: 9780470119860Type of document: BookBibliography/Index: Includes index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5826.5 .K45 2008
(Browse shelf)
900186537
Available 900186537
Total holds: 0

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

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