| 作者介绍：Bobby J. Calder Bobby J. Calder is the Charles H. Kellstadt Distinguished Professor of Marketing at the Kellogg School of Management at Northwestern University. He has worked as a consultant to many major corporate clients, and has taught at the Wharton School, University of Pennsylvania, and at the University of Illinois. He is a graduate of the University of North Carolina and coeditor of Kellogg on Integrated Marketing (Wiley). |
| Foreword （Philip Kotler） Introduction: Advertising and Media （Bobby J. Calder, Northwestern University） Chapter 1: Media Engagement and Advertising Effectiveness （Bobby J. Calder and Edward C. Malthouse, Northwestern University） ……linking advertising and media. Chapter 2: Making TVa Two-Way Street: Changing Viewer Engagement through Interaction （Michael Schreiber, NBC Universal） ……interactive television and the effectiveness of television advertising. Chapter 3: Advertising in theWorld of New Media （Scott Berg, Hewlett Packard） ……"burn the boats". Chapter 4: Reinvention of TVAdvertising （Claudio Marcus, VisibleWorld） ……technology changes everything. Chapter 5: Developments in Audience Measurement and Research （JamesWebster, Northwestern University） ……what's new in keeping score. Chapter 6: Rethinking Message Strategies: The Difference between Thin and Thick Slicing （Angela Lee, Northwestern University） …… advertising and the unconscious. Chapter 7: 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 8: Managing Public Reputation （Daniel Diermeier, Northwestern University） ……the challenge and the opportunity of uncontrolled media. Chapter 9: The Contribution of Public Relations in the Future （Clarke Caywood, Northwestern University） ……corporate communications as a medium. Chapter 10: Using THREE I Media in Business-to-Business Marketing （James Newcomb, Boeing） ……it's not your father’s trade show. Chapter 11: Communicating with Customers （Charles Spinosa, David Le Brocquy, and Bobby J. Calder, Vision Consulting and Northwestern University） …… committing the company to your advertising. Chapter 12: Changing the Company （Julie Roehm, Backslash Meta, LLC） ……innovative marketing depends on organizational change. Chapter 13: 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. About the Contributors Index |
内容加载中，请稍后...
商品评论（0条）