{"product_id":"kellogg-on-advertising-and-media-isbn-9780470119860","title":"Kellogg on Advertising and Media","description":"In \u003ci\u003eKellogg on Advertising and Media\u003c\/i\u003e, 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. \u003cp\u003eForeword vii\u003cbr\u003e \u003ci\u003ePhilip Kotler\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIntroduction Advertising and Media IX\u003cbr\u003e \u003ci\u003eBobby J. Calder\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Media Engagement and Advertising Effectiveness 1\u003cbr\u003e \u003ci\u003eBobby J. Calder and Edward C. Malthouse\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 2 Making TVa Two-Way Street: Changing Viewer Engagement through Interaction 37\u003cbr\u003e \u003ci\u003eMichael Schreiber\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 3 Advertising in the World of New Media 56\u003cbr\u003e \u003ci\u003eScott Berg\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Reinvention of TV Advertising 84\u003cbr\u003e  \u003ci\u003eClaudio Marcus\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 Developments in Audience Measurement and Research 123 \u003cbr\u003e \u003ci\u003eJames Webster\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 6 Rethinking Message Strategies: The Difference between Thin and Thick Slicing 139 \u003cbr\u003e \u003ci\u003eAngela Lee\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 Managing the Unthinkable: What to Do When a Scandal Hits Your Brand 159 \u003cbr\u003e \u003ci\u003eMichelle Roehm and Alice M. Tybout\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Managing Public Reputation 178 \u003cbr\u003e \u003ci\u003eDaniel Diermeier\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 9 The Contribution of Public Relations in the Future 196 \u003cbr\u003e \u003ci\u003eClarke Caywood\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 10 Using Three I Media in Business-to-Business Marketing 208\u003cbr\u003e \u003ci\u003eJames Newcomb\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 11 Communicating with Customers 226 \u003cbr\u003e \u003ci\u003eCharles Spinosa, David Le Brocquy, and Bobby J. Calder\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 Changing the Company 254 \u003cbr\u003e \u003ci\u003eJulie Roehm\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 13 The Integration of Advertising and Media Content: Ethical and Practical Considerations 266 \u003ci\u003eRichard Kolsky and Bobby J. Calder\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAbout the Contributors 282\u003c\/p\u003e \u003cp\u003eIndex 285\u003c\/p\u003e \u003cb\u003eBobby J. Calder\u003c\/b\u003e 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 \u003ci\u003eKellogg on Integrated Marketing\u003c\/i\u003e (Wiley).  \u003cp\u003eHow 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.\u003c\/p\u003e \u003cp\u003eDid you know that advertising agencies now generate more revenue from \"marketing services\" than from traditional media? Companies like P\u0026amp;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.\u003c\/p\u003e \u003cp\u003eMost 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.\u003c\/p\u003e  \u003cb\u003eKellogg on Advertising \u0026amp; Media\u003c\/b\u003e  \u003cp\u003eMarketing 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, \u003ci\u003eKellogg on Advertising and Media\u003c\/i\u003e explains how marketers can effectively advertise in the new reality. You'll hear from star faculty and industry-leading practitioners including:\u003c\/p\u003e \u003cul\u003e \u003cli\u003e \u003cp\u003eBobby Calder and Edward Malthouse on the impact of brand and media engagement\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eClaudio Marcus (Visible World) on digital technology and customized advertising\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eMichael Schreiber (NBC Universal) on interactive television and the future of TV advertising\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eJames Webster on new trends in audience measurement\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eScott Berg (Hewlett-Packard) on advertising in the new media world\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eAngela Lee on advertising strategy and the unconscious mind\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eJulie Roehm, formerly of Wal-Mart, on marketing innovation and organizational change\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eRichard Kolsky and Bobby Calder on integrating advertising and media content\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eClarke Caywood on the future of public relations\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eJames Newcomb (Boeing) on linking sales to marketing in B-to-B companies\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eMichelle Roehm and Alice Tybout on crisis management and damage control\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eDaniel Diermeier on company reputation and monitoring the media\u003c\/p\u003e \u003c\/li\u003e \u003cli\u003e \u003cp\u003eCharles Spinosa, David LeBrocquy (Vision Consulting), and Bobby Calder on using employee communication with customers to support an advertising strategy\u003c\/p\u003e \u003c\/li\u003e \u003c\/ul\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989496479973,"sku":"NP9780470119860","price":29.95,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470119860.jpg?v=1761784339","url":"https:\/\/k12savings.com\/products\/kellogg-on-advertising-and-media-isbn-9780470119860","provider":"K12savings","version":"1.0","type":"link"}