Kellogg on Advertising and Media

Kellogg on Advertising and Media

By: Bobby J. Calder (editor), Philip Kotler (foreword_author)Hardback

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In Kellogg on Advertising and Media , 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.

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About Author

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).


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) 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)'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.

Product Details

  • publication date: 23/05/2008
  • ISBN13: 9780470119860
  • Format: Hardback
  • Number Of Pages: 304
  • ID: 9780470119860
  • weight: 498
  • ISBN10: 0470119861

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