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基本説明
Like 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. It explains how marketers can find and engage audiences in today's chaotic media climate.
Full Description
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.
Contents
Foreword vii
Philip Kotler
Introduction Advertising and Media IX
Bobby J. Calder
Chapter 1 Media Engagement and Advertising Effectiveness 1
Bobby J. Calder and Edward C. Malthouse
Chapter 2 Making TVa Two-Way Street: Changing Viewer Engagement through Interaction 37
Michael Schreiber
Chapter 3 Advertising in the World of New Media 56
Scott Berg
Chapter 4 Reinvention of TV Advertising 84
Claudio Marcus
Chapter 5 Developments in Audience Measurement and Research 123
James Webster
Chapter 6 Rethinking Message Strategies: The Difference between Thin and Thick Slicing 139
Angela Lee
Chapter 7 Managing the Unthinkable: What to Do When a Scandal Hits Your Brand 159
Michelle Roehm and Alice M. Tybout
Chapter 8 Managing Public Reputation 178
Daniel Diermeier
Chapter 9 The Contribution of Public Relations in the Future 196
Clarke Caywood
Chapter 10 Using Three I Media in Business-to-Business Marketing 208
James Newcomb
Chapter 11 Communicating with Customers 226
Charles Spinosa, David Le Brocquy, and Bobby J. Calder
Chapter 12 Changing the Company 254
Julie Roehm
Chapter 13 The Integration of Advertising and Media Content: Ethical and Practical Considerations 266 Richard Kolsky and Bobby J. Calder
About the Contributors 282
Index 285
