LEADER 05392nam 22007813u 450 001 9910130570903321 005 20210114060902.0 010 $a1-119-19815-1 010 $a1-118-42911-7 035 $a(CKB)3400000000021173 035 $a(EBL)708498 035 $a(OCoLC)803370076 035 $a(SSID)ssj0000448618 035 $a(PQKBManifestationID)12174949 035 $a(PQKBTitleCode)TC0000448618 035 $a(PQKBWorkID)10392149 035 $a(PQKB)11217276 035 $a(MiAaPQ)EBC708498 035 $a(EXLCZ)993400000000021173 100 $a20130418d2008|||| u|| | 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aKellogg on Advertising and Media$b[electronic resource] 210 $aChichester $cWiley$d2008 215 $a1 online resource (506 p.) 300 $aDescription based upon print version of record. 311 $a0-470-11986-1 327 $aCover; Contents; Title; Copyright; Foreword; Introduction; Chapter 1: Media Engagement and Advertising Effectiveness; What is Engagement?; Identifying Media Experiences; Metrics for Measuring Media Experiences and Engagement; Engagement and Advertising Effectiveness; Potential Negative Effects of Engagement; Engagement with the Brand; Future of Brands; Appendix; Chapter 2: Making TV a Two-Way Street: Changing Viewer Engagement through Interaction; History of TV and Viewer Engagement; Making TV a Two-Way Street; iTV: The Engagement Builder; TV Interactivity = Viewer Engagement 327 $aChapter 3: Advertising in the World of New MediaTechnological Advancement; Migration to Digital Content; View of the Past; View of the Future; Media Mix Changes; Chapter 4: Reinvention of TV Advertising; Evolving TV Landscape; Leveraging Enhanced TV Advertising; Marketing Impact of Enhanced TV Advertising; Conclusion; Chapter 5: Developments in Audience Measurement and Research 123; Changing World of Media and Measurement; New Developments in Audience Measurement; Political Economy of Audience Measurement; Chapter 6: Rethinking Message Strategies: The Difference between Thin and Thick Slicing 327 $aTraditional Approaches to Effective CommunicationMeasuring Effects of Conscious Processing; Advertising Directed at Unconscious Processing; Measuring Effects of Unconscious Processing; Conclusion; Chapter 7: Managing the Unthinkable: What to Do When a Scandal Hits Your Brand; What is a Scandal?; Framework for Managing a Scandal; Spillover Brands; Conclusion; Appendix; Chapter 8: Managing Public Reputation; Concepts, Framework, and Processes; Conclusion; Chapter 9: The Contribution of Public Relations in the Future; Credibility; Public Relations as a Broader View of the Market 327 $aAccountability and Measured PerformanceConclusion; Chapter 10: Using THREE I Media in Business-to-Business Marketing; Personal Selling Cycle in B-to-B Organizations; Expanding the Role of Marketing in B-to-B with Multimedia; New Enabling Role of Smart and Rich Multimedia-THREE I; THREE I Case Examples; Conclusion; Chapter 11: Communicating with Customers; Companies Need Both an Advertising Strategy and a Commitment Strategy; Managing Communication through Commitments; Designing a Commitment Strategy; Role of Internal Communications; Commitments and Integrated Marketing; Appendix 327 $aChapter 12: Changing the CompanyMarketing and Operating Systems; Marketing 1.0/2.0/3.0; Marketing Research and Development; Compensation; Chapter 13: The Integration of Advertising and Media Content: Ethical and Practical Considerations; Historical Perspective on Advertising and Media; Moving On; A Way Forward; Where to Draw the Line; The Fork in the Road; About the Contributors; Index 330 $aIn 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. 606 $aAdvertising 606 $aAdvertising media planning 606 $aAdvertising media planning 606 $aAdvertising 606 $aAdvertising media planning 606 $aAdvertising 606 $aCommerce$2HILCC 606 $aAdvertising$2HILCC 606 $aBusiness & Economics$2HILCC 608 $aElectronic books. 615 4$aAdvertising. 615 4$aAdvertising media planning. 615 4$aAdvertising media planning. 615 4$aAdvertising. 615 0$aAdvertising media planning 615 0$aAdvertising 615 7$aCommerce 615 7$aAdvertising 615 7$aBusiness & Economics 676 $a659.1 676 $a659.1/11 676 $a659.111 700 $aCalder$b Bobby J$0884142 702 $aCalder$b Bobby J 712 02$aJ.L. Kellogg Graduate School of Management 801 0$bAU-PeEL 801 1$bAU-PeEL 801 2$bAU-PeEL 906 $aBOOK 912 $a9910130570903321 996 $aKellogg on Advertising and Media$92137912 997 $aUNINA