Coverart for item
The Resource Kellogg on advertising & media : the Kellogg School of Management, edited by Bobby J. Calder, (electronic resource)

Kellogg on advertising & media : the Kellogg School of Management, edited by Bobby J. Calder, (electronic resource)

Label
Kellogg on advertising & media : the Kellogg School of Management
Title
Kellogg on advertising & media
Title remainder
the Kellogg School of Management
Statement of responsibility
edited by Bobby J. Calder
Title variation
Kellogg on advertising and media
Contributor
Subject
Language
eng
Summary
"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 not just delivering an ad message but also of engaging the consumer, of getting the consumer to feel the brand is relevant to their lives. This cutting-edge book from world-renowned Kellogg faculty and leading practitioners explains the exciting new ways advertising and media are doing just that."--BOOK JACKET
Dewey number
659.1/11
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Calder, Bobby J
  • J.L. Kellogg Graduate School of Management
http://library.link/vocab/subjectName
  • Advertising media planning
  • Advertising
Label
Kellogg on advertising & media : the Kellogg School of Management, edited by Bobby J. Calder, (electronic resource)
Instantiates
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
Color
multicolored
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
Control code
ocn803370076
Dimensions
unknown
Extent
1 online resource (xi, 292 p.)
File format
unknown
Form of item
online
Isbn
9781118429112
Isbn Type
(electronic bk.)
Level of compression
unknown
Note
Wiley
Other physical details
ill
Publisher number
EB00063630
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
(OCoLC)803370076
Label
Kellogg on advertising & media : the Kellogg School of Management, edited by Bobby J. Calder, (electronic resource)
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
Color
multicolored
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
Control code
ocn803370076
Dimensions
unknown
Extent
1 online resource (xi, 292 p.)
File format
unknown
Form of item
online
Isbn
9781118429112
Isbn Type
(electronic bk.)
Level of compression
unknown
Note
Wiley
Other physical details
ill
Publisher number
EB00063630
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
(OCoLC)803370076

Library Locations

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      Albany, Auckland, 0632, NZ
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