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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
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
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
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 |
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
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 |