Kellogg on Advertising and Media

In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate.

Foreword vii
Philip Kotler

Introduction Advertising and Media IX
Bobby J. Calder

Chapter 1 Media Engagement and Advertising Effectiveness 1
Bobby J. Calder and Edward C. Malthouse

Chapter 2 Making TVa Two-Way Street: Changing Viewer Engagement through Interaction 37
Michael Schreiber

Chapter 3 Advertising in the World of New Media 56
Scott Berg

Chapter 4 Reinvention of TV Advertising 84
Claudio Marcus

Chapter 5 Developments in Audience Measurement and Research 123
James Webster

Chapter 6 Rethinking Message Strategies: The Difference between Thin and Thick Slicing 139
Angela Lee

Chapter 7 Managing the Unthinkable: What to Do When a Scandal Hits Your Brand 159
Michelle Roehm and Alice M. Tybout

Chapter 8 Managing Public Reputation 178
Daniel Diermeier

Chapter 9 The Contribution of Public Relations in the Future 196
Clarke Caywood

Chapter 10 Using Three I Media in Business-to-Business Marketing 208
James Newcomb

Chapter 11 Communicating with Customers 226
Charles Spinosa, David Le Brocquy, and Bobby J. Calder

Chapter 12 Changing the Company 254
Julie Roehm

Chapter 13 The Integration of Advertising and Media Content: Ethical and Practical Considerations 266 Richard Kolsky and Bobby J. Calder

About the Contributors 282

Index 285

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).

How to use advertising and media more effectively is perhaps the number one issue in marketing today. Marketers are increasingly turning away from traditional mass advertising to online and mobile ads, alternative media, product placement, branded entertainment, and other "marketing services." Yet most marketers have a sense of being in uncharted territory. This book is the ultimate guide to communicating with consumers in today's advertising and media climate.

Did you know that advertising agencies now generate more revenue from "marketing services" than from traditional media? Companies like P&G are creating online shows. Traditional media are taking on new life as well. Interactive televisionand television ads customized for con-sumers are growing in popularity. ESPN is a television network but it is also a magazine, online site, radio network, mobilenetwork, and more. It is a "media brand." And like National Geographic and many others, it offers myriad ways of communicating with consumers. All of these developments offer new opportunities for marketers to engage consumers.

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.

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:

• Bobby Calder and Edward Malthouse on the impact of brand and media engagement

• Claudio Marcus (Visible World) on digital technology and customized advertising

• Michael Schreiber (NBC Universal) on interactive television and the future of TV advertising

• James Webster on new trends in audience measurement

• Scott Berg (Hewlett-Packard) on advertising in the new media world

• Angela Lee on advertising strategy and the unconscious mind

• Julie Roehm, formerly of Wal-Mart, on marketing innovation and organizational change

• Richard Kolsky and Bobby Calder on integrating advertising and media content

• Clarke Caywood on the future of public relations

• James Newcomb (Boeing) on linking sales to marketing in B-to-B companies

• Michelle Roehm and Alice Tybout on crisis management and damage control

• Daniel Diermeier on company reputation and monitoring the media

• Charles Spinosa, David LeBrocquy (Vision Consulting), and Bobby Calder on using employee communication with customers to support an advertising strategy