Kellogg On Advertising and MediaKellogg公司的广告宣传与媒体 下载 极速 rtf epub 在线 word txt pdf

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 （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）

……technology changes everything.

Chapter 5: Developments in Audience Measurement and Research （JamesWebster, 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）

……it'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

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作者介绍：Bobby J. Calder

　　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).

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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.