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Kellogg on advertising & media : the Kellogg School of Management / edited by Bobby J. Calder.
Publication details: Hoboken, NJ : Wiley, c2008.Description: xi, 292 p. : ill. ; 24 cmContent type:- text
- unmediated
- volume
- 9780470119860 :
- 0470119861 :
- Kellogg on advertising and media
- HF5826.5 .K46 2008
Contents:
Foreword / Philip Kotler -- Introduction. Advertising and Media / Bobby J. Calder -- Ch. 1. Media Engagement and Advertising Effectiveness / Bobby J. Calder and Edward C. Malthause -- Ch. 2. Making TV a Two-Way Street: Changing Viewer Engagement through Interaction / Michael Schreiber -- Ch. 3. Advertising in the World of New Media / Scott Berg -- Ch. 4. Reinvention of TV Advertising / Claudio Marcus -- Ch. 5. Developments in Audience Measurement and Research / James Webster -- Ch. 6. Rethinking Message Strategies: The Difference between Thin and Thick Slicing / Angela Lee -- Ch. 7. Managing the Unthinkable: What to Do When a Scandal Hits Your Brand / Michelle Roehm and Alice M. Tybout -- Ch. 8. Managing Public Reputation / Daniel Diermeier -- Ch. 9. The Contribution of Public Relations in the Future / Clarke Caywood -- Ch. 10. Using THREE I Media in Business-to-Business Marketing / James Newcomb -- Ch. 11. Communicating with Customers / Charles Spinosa, David Le Brocquy and Bobby J. Calder -- Ch. 12. Changing the Company / Julie Roehm -- Ch. 13. The Integration of Advertising and Media Content: Ethical and Practical Considerations / Richard Kolsky and Bobby J. Calder.
| Item type | Current library | Home library | Shelving location | Call number | Materials specified | Status | Barcode | |
|---|---|---|---|---|---|---|---|---|
Books
|
American University in Dubai | American University in Dubai | Main Collection | HF 5826.5 .K46 2008 (Browse shelf(Opens below)) | Copy Type:01 - Books | Available | 601068 |
Includes bibliographical references and index.
Foreword / Philip Kotler -- Introduction. Advertising and Media / Bobby J. Calder -- Ch. 1. Media Engagement and Advertising Effectiveness / Bobby J. Calder and Edward C. Malthause -- Ch. 2. Making TV a Two-Way Street: Changing Viewer Engagement through Interaction / Michael Schreiber -- Ch. 3. Advertising in the World of New Media / Scott Berg -- Ch. 4. Reinvention of TV Advertising / Claudio Marcus -- Ch. 5. Developments in Audience Measurement and Research / James Webster -- Ch. 6. Rethinking Message Strategies: The Difference between Thin and Thick Slicing / Angela Lee -- Ch. 7. Managing the Unthinkable: What to Do When a Scandal Hits Your Brand / Michelle Roehm and Alice M. Tybout -- Ch. 8. Managing Public Reputation / Daniel Diermeier -- Ch. 9. The Contribution of Public Relations in the Future / Clarke Caywood -- Ch. 10. Using THREE I Media in Business-to-Business Marketing / James Newcomb -- Ch. 11. Communicating with Customers / Charles Spinosa, David Le Brocquy and Bobby J. Calder -- Ch. 12. Changing the Company / Julie Roehm -- Ch. 13. The Integration of Advertising and Media Content: Ethical and Practical Considerations / Richard Kolsky and Bobby J. Calder.
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