عنوان

Kellogg on advertising & media :

(cloth)

(cloth)

0470119861

9780470119860

dltt

Kellogg on advertising & media :

[Book]

the Kellogg School of Management /

edited by Bobby J. Calder

Hoboken, N.J. :

John Wiley & Sons,

c2008

xi, 292 p. :

ill. ;

24 cm

Includes bibliographical references and index

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

0

Kellogg on advertising and media

Advertising

Advertising media planning

Calder, Bobby J

J.L. Kellogg Graduate School of Management

20100630234259.0

[Book]

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