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Kellogg on Advertising and Media [[electronic resource]]
| Kellogg on Advertising and Media [[electronic resource]] |
| Autore | Calder Bobby J |
| Pubbl/distr/stampa | Chichester, : Wiley, 2008 |
| Descrizione fisica | 1 online resource (506 p.) |
| Disciplina |
659.1
659.1/11 659.111 |
| Soggetto topico |
Advertising
Advertising media planning Commerce Business & Economics |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-119-19815-1
1-118-42911-7 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; 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
Chapter 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 Traditional 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 Accountability 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 Chapter 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 |
| Record Nr. | UNINA-9910130570903321 |
Calder Bobby J
|
||
| Chichester, : Wiley, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Kellogg on Advertising and Media [[electronic resource]]
| Kellogg on Advertising and Media [[electronic resource]] |
| Autore | Calder Bobby J |
| Pubbl/distr/stampa | Chichester, : Wiley, 2008 |
| Descrizione fisica | 1 online resource (506 p.) |
| Disciplina |
659.1
659.1/11 659.111 |
| Soggetto topico |
Advertising
Advertising media planning Commerce Business & Economics |
| ISBN |
1-119-19815-1
1-118-42911-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; 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
Chapter 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 Traditional 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 Accountability 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 Chapter 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 |
| Record Nr. | UNINA-9910830840103321 |
|
Calder Bobby J
|
||
| Chichester, : Wiley, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Kellogg on Advertising and Media
| Kellogg on Advertising and Media |
| Autore | Calder Bobby J |
| Pubbl/distr/stampa | Chichester, : Wiley, 2008 |
| Descrizione fisica | 1 online resource (506 p.) |
| Disciplina |
659.1
659.1/11 659.111 |
| Soggetto topico |
Advertising
Advertising media planning Commerce Business & Economics |
| ISBN |
1-119-19815-1
1-118-42911-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; 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
Chapter 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 Traditional 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 Accountability 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 Chapter 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 |
| Record Nr. | UNINA-9910877759903321 |
|
Calder Bobby J
|
||
| Chichester, : Wiley, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||