TY  - BOOK
AU  - Calder,Bobby J.
ED  - J.L. Kellogg Graduate School of Management.
TI  - Kellogg on advertising & media: the Kellogg School of Management 
SN  - 9780470119860 :
AV  - HF5826.5 .K46 2008
PY  - 2008///
CY  - Hoboken, NJ
PB  - Wiley
KW  - Advertising media planning
KW  - Advertising
N1  - 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
ER  -