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Kellogg on Advertising and Media
The Kellogg School of Management
Buch von Bobby J Calder
Sprache: Englisch

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Beschreibung
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
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
Über den Autor
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).
Inhaltsverzeichnis

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

Details
Erscheinungsjahr: 2008
Fachbereich: Werbung & Marketing
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Buch
Inhalt: 304 S.
ISBN-13: 9780470119860
ISBN-10: 0470119861
Sprache: Englisch
Herstellernummer: 14511986000
Einband: Gebunden
Autor: BJ Calder
Redaktion: Calder, Bobby J
Herausgeber: Bobby J Calder
Hersteller: Wiley
John Wiley & Sons
Verantwortliche Person für die EU: Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com
Maße: 228 x 161 x 27 mm
Von/Mit: Bobby J Calder
Erscheinungsdatum: 01.04.2008
Gewicht: 0,49 kg
Artikel-ID: 102038963
Über den Autor
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).
Inhaltsverzeichnis

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

Details
Erscheinungsjahr: 2008
Fachbereich: Werbung & Marketing
Genre: Importe, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Buch
Inhalt: 304 S.
ISBN-13: 9780470119860
ISBN-10: 0470119861
Sprache: Englisch
Herstellernummer: 14511986000
Einband: Gebunden
Autor: BJ Calder
Redaktion: Calder, Bobby J
Herausgeber: Bobby J Calder
Hersteller: Wiley
John Wiley & Sons
Verantwortliche Person für die EU: Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com
Maße: 228 x 161 x 27 mm
Von/Mit: Bobby J Calder
Erscheinungsdatum: 01.04.2008
Gewicht: 0,49 kg
Artikel-ID: 102038963
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