Kellogg on advertising & media : the Kellogg School of Management / edited by Bobby J. Calder.
Calder, Bobby J.; J.L. Kellogg Graduate School of Management.
2008
HF5826.5 .K46 2008 (Mapit)
Available at General Collection

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Title Kellogg on advertising & media : the Kellogg School of Management / edited by Bobby J. Calder.
ISBN 9780470119860
0470119861
Publication Details Hoboken, N.J. : John Wiley & Sons, c2008.
Language English
Description xi, 292 p. : ill. ; 24 cm.
Call Number HF5826.5 .K46 2008
Dewey Decimal Classification 659.1/11
Bibliography, etc. Note Includes bibliographical references and index.
Added Author Calder, Bobby J.
Added Corporate Author J.L. Kellogg Graduate School of Management.
Linked Resources Publisher description
Table of contents only
Contributor biographical information
Record Appears in On-Campus Resources > Books
All Resources
Introduction
Advertising and Media / Bobby J. Calder
Media Engagement and Advertising Effectiveness / Bobby J. Calder and Edward C. Malthouse
Making TV a Two-Way Street: Changing Viewer Engagement through Interaction / Michael Schreiber
Advertising in the World of New Media /Scott Berg
Reinvention of TV Advertising / Claudio Marcus
Developments in Audience Measurement and Research / James Webster
Rethinking Message Strategies: The Difference between Thin and Thick Slicing / Angela Lee
Managing the Unthinkable: What to Do When a Scandal Hits Your Brand / Michelle Roehm and Alice M. Tybout
Managing Public Reputation / Daniel Diermeier
The Contribution of Public Relations in the Future / Clarke Caywood
Using Three I Media in Business-to-Business Marketing / James Newcomb
Communicating with Customers / Charles Spinosa, David Le Brocquy, and Bobby J. Calder
Changing the Company / Julie Roehm
The Integration of Advertising and Media Content: Ethical and Practical Considerations / Richard Kolsky and Bobby J. Calder.

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