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 (cloth)
U1  - 659.111 
PY  - 2008///
CY  - Hoboken, N.J.
PB  - John Wiley
KW  - Advertising media planning
KW  - Advertising
N1  - 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
ER  -