Kellogg on Advertising and Media 9780470119860, 0470119861

Table of contents :
Foreword ( Philip Kotler ). Introduction: Advertising and Media ( Bobby J. Calder , Northwestern University). Chapter 1: Media Engagement and Advertising Effectiveness ( Bobby J. Calder and Edward C. Malthouse , Northwestern University)...linking advertising and media. Chapter 2: Making TVa Two-Way Street: Changing Viewer Engagement through Interaction ( Michael Schreiber , NBC Universal)...interactive television and the effectiveness of television advertising. Chapter 3: Advertising in theWorld of New Media ( Scott Berg , Hewlett Packard)..."burn the boats". Chapter 4: Reinvention of TVAdvertising ( Claudio Marcus , VisibleWorld)...technology changes everything. Chapter 5: Developments in Audience Measurement and Research (J amesWebster , Northwestern University)...what's new in keeping score. Chapter 6: Rethinking Message Strategies: The Difference between Thin and Thick Slicing ( Angela Lee , Northwestern University)... advertising and the unconscious. Chapter 7: Managing the Unthinkable: What to Do When a Scandal Hits Your Brand ( 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 ( 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. Chapter 10: Using THREE I Media in Business-to-Business Marketing ( James Newcomb , Boeing)...it's not your father's trade show. Chapter 11: Communicating with Customers ( Charles Spinosa, David Le Brocquy, and Bobby J. Calder , Vision Consulting and Northwestern University)... committing the company to your advertising. Chapter 12: Changing the Company ( Julie Roehm , Backslash Meta, LLC)...innovative marketing depends on organizational change. Chapter 13: The Integration of Advertising and Media Content: Ethical and Practical Considerations ( Richard Kolsky and Bobby J. Calder , Northwestern University)...the endgame to the integration of advertising and media content. About the Contributors. Index.

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