INDICE: Foreword by (Philip Kotler). Introduction -- Advertising and Media (Bobby J. Calder Northwestern University). Chapter One. Media Engagement and Advertising Effectiveness Bobby J. Calder and Edward C. Malthouse Northwestern University). linking advertising and media. Chapter Two. Making TV a Two-Way Street: Changing Viewer Engagement through Interaction (Michael Schreiber NBC Universal). interactive television and the effectiveness of television advertising. Chapter Three. Advertising in the World of New Media (Scott Berg Hewlett Packard). burn the boats. Chapter Four. The Reinvention of Television Advertising (Claudio Marcus Visible World). technology changes everything. Chapter Five. Developments in Audience Measurement and Research (James Webster Northwestern University). what's new in keeping score. Chapter Six. Rethinking Message Strategies: The Difference between Thin and Thick Slicing (Angela Lee Northwestern University). advertising and the unconscious. Chapter Seven. Managing the Unthinkable: What to Do When a Scandal Hits Your Brand (Michelle Roehm and Alice M. Tybout Wake Forest University and Northwestern University). what to do when scandal hits your brand. Chapter Eight. Managing Public Reputation (DanielDiermeier Northwestern University). the challenge and the opportunity of uncontrolled media. Chapter Nine. The Contribution of Public Relations in the Future (Clarke Caywood Northwestern University). corporate communications as a medium. Chapter Ten. Using Three I Media in Business-to-Business Marketingm (James Newcomb Boeing and Northwestern University). it's not your father's trade show. Chapter Eleven. Communicating with Customers (Charles Spinosa, David Le Brocquy, and Bobby J. Calder Vision Consulting and Northwestern University). committing the company to your advertising. Chapter Twelve. Changing the Company (Julie Roehm). innovative marketing depends on organizational change. Chapter Thirteen. The Integration of Advertising and Media Content: Ethical and Practical Considerations (Richard Kolsky and Bobby J. Calder Northwestern University). the endgame to the integration of advertising and media content.
- ISBN: 978-0-470-11986-0
- Editorial: John Wiley & Sons
- Encuadernacion: Cartoné
- Páginas: 368
- Fecha Publicación: 23/04/2008
- Nº Volúmenes: 1
- Idioma: Inglés