Kellogg on advertising & media : the Kellogg School of Management /
"This book is the ultimate guide to communicating with consumers in today's advertising and media climate." "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 n...
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| Format: | Electronic eBook |
| Language: | English |
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Hoboken, N.J. :
John Wiley & Sons,
©2008.
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| Subjects: | |
| Online Access: | CONNECT |
Table of Contents:
- Introduction
- Advertising and Media / Bobby J. Calder
- Media Engagement and Advertising Effectiveness / Bobby J. Calder and Edward C. Malthouse
- Making TV a Two-Way Street: Changing Viewer Engagement through Interaction / Michael Schreiber
- Advertising in the World of New Media /Scott Berg
- Reinvention of TV Advertising / Claudio Marcus
- Developments in Audience Measurement and Research / James Webster
- Rethinking Message Strategies: The Difference between Thin and Thick Slicing / Angela Lee
- Managing the Unthinkable: What to Do When a Scandal Hits Your Brand / Michelle Roehm and Alice M. Tybout
- Managing Public Reputation / Daniel Diermeier
- The Contribution of Public Relations in the Future / Clarke Caywood
- Using Three I Media in Business-to-Business Marketing / James Newcomb
- Communicating with Customers / Charles Spinosa, David Le Brocquy, and Bobby J. Calder
- Changing the Company / Julie Roehm
- The Integration of Advertising and Media Content: Ethical and Practical Considerations / Richard Kolsky and Bobby J. Calder.
