{"product_id":"kellogg-on-advertising-and-media-9780470119860","title":"Kellogg on Advertising and Media","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eLike  Kellogg on Branding  and  Kellogg on Marketing ,  Kellogg on Advertising and Media  represents the leading-edge thinking from faculty members at the Kellogg School of Management. The biggest challenges facing marketers right now are the loss of mass audiences, the decline of broadcast TV advertising, and the role of online advertising.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword vii\u003cbr\u003e \u003ci\u003ePhilip Kotler\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eIntroduction Advertising and Media IX\u003cbr\u003e \u003ci\u003eBobby J. Calder\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Media Engagement and Advertising Effectiveness 1\u003cbr\u003e \u003ci\u003eBobby J. Calder and Edward C. Malthouse\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 2 Making TVa Two-Way Street: Changing Viewer Engagement through Interaction 37\u003cbr\u003e \u003ci\u003eMichael Schreiber\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 3 Advertising in the World of New Media 56\u003cbr\u003e \u003ci\u003eScott Berg\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 4 Reinvention of TV Advertising 84\u003cbr\u003e  \u003ci\u003eClaudio Marcus\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 Developments in Audience Measurement and Research 123 \u003cbr\u003e \u003ci\u003eJames Webster\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 6 Rethinking Message Strategies: The Difference between Thin and Thick Slicing 139 \u003cbr\u003e \u003ci\u003eAngela Lee\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 7 Managing the Unthinkable: What to Do When a Scandal Hits Your Brand 159 \u003cbr\u003e \u003ci\u003eMichelle Roehm and Alice M. Tybout\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 8 Managing Public Reputation 178 \u003cbr\u003e \u003ci\u003eDaniel Diermeier\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 9 The Contribution of Public Relations in the Future 196 \u003cbr\u003e \u003ci\u003eClarke Caywood\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 10 Using Three I Media in Business-to-Business Marketing 208\u003cbr\u003e \u003ci\u003eJames Newcomb\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 11 Communicating with Customers 226 \u003cbr\u003e \u003ci\u003eCharles Spinosa, David Le Brocquy, and Bobby J. Calder\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 Changing the Company 254 \u003cbr\u003e \u003ci\u003eJulie Roehm\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 13 The Integration of Advertising and Media Content: Ethical and Practical Considerations 266 \u003ci\u003eRichard Kolsky and Bobby J. Calder\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eAbout the Contributors 282\u003c\/p\u003e \u003cp\u003eIndex 285\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402289291607,"sku":"9780470119860","price":19.54,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470119860.jpg?v=1730479960","url":"https:\/\/bookcurl.com\/products\/kellogg-on-advertising-and-media-9780470119860","provider":"Book Curl","version":"1.0","type":"link"}