| Document Type
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BL
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| Record Number
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656931
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| Doc. No
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dltt
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| Title & Author
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Kellogg on advertising media : : the Kellogg School of Management /\ edited by Bobby J. Calder
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| Publication Statement
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Hoboken, N.J. :: John Wiley & Sons,, c2008
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| Page. NO
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xi, 292 p. :: ill. ;; 24 cm
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| ISBN
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9780470119860
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: 0470119861
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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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
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| Subject
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Advertising media planning
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| Subject
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Advertising
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| LC Classification
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HF5826.5.K46 2008
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| Added Entry
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Calder, Bobby J
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| Added Entry
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J.L. Kellogg Graduate School of Management
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| Parallel Title
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Kellogg on advertising and media
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