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Kellogg on advertising & media : the Kellogg School of Management / edited by Bobby J. Calder.

Contributor(s): Calder, Bobby J | J.L. Kellogg Graduate School of Management.
Publisher: Hoboken, N.J. : John Wiley, c2008Description: xi, 292 p. : ill. ; 24 cm.ISBN: 9780470119860 (cloth).Other title: Kellogg on advertising and media.Subject(s): Advertising media planning | AdvertisingDDC classification: 659.111
Contents:
Introduction - Ch 1. Media engagement and advertising effectiveness - Ch 2. Making TV a two-way street: changing viewer engagement through - Ch 3. Advertising in the world of new media - Ch 4. Reinvention of TV advertisi - Ch 5. Development in audience measurement and research - Ch 6. Rethinking message strategies: the difference between thin and thick slicing - Ch 7. Managing the unthinkable: what to do when a scandal hits tour brand - Ch 8. Managing public reputation - Ch 9. The contribution of public relations in the future - Ch 10. Using three i media in business-to-bisiness marketing - Ch 11. Communicating with customers - Ch 12. Changing the company - Ch 13. The integration of advertising and media content: ethical and practical considerations - About the contributors - Index.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 3, BayNo 8

 659.111 KEL (Browse shelf) 1 Available SOMAC,37000,03,GR 5000033126
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 2, TierNo 3, BayNo 8

 659.111 KEL (Browse shelf) 1 Available SOMAC,37000,03,GR 5000033368

Includes bibliographical references and index.

Introduction - Ch 1. Media engagement and advertising effectiveness - Ch 2. Making TV a two-way street: changing viewer engagement through - Ch 3. Advertising in the world of new media - Ch 4. Reinvention of TV advertisi - Ch 5. Development in audience measurement and research - Ch 6. Rethinking message strategies: the difference between thin and thick slicing - Ch 7. Managing the unthinkable: what to do when a scandal hits tour brand - Ch 8. Managing public reputation - Ch 9. The contribution of public relations in the future - Ch 10. Using three i media in business-to-bisiness marketing - Ch 11. Communicating with customers - Ch 12. Changing the company - Ch 13. The integration of advertising and media content: ethical and practical considerations - About the contributors - Index.