Kellogg on advertising & media: the Kellogg School of Management
Gespeichert in:
| Format: | Elektronisch E-Book |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Hoboken, N.J.
John Wiley & Sons
c2008
|
| Schlagworte: | |
| Online-Zugang: | FAW01 FAW02 Volltext |
| Beschreibung: | Includes bibliographical references and index 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 "This book is the ultimate guide to communicating with consumers in today's advertising and media climate." "Most marketers today face strong competition from products that are well positioned and high-quality. The job of marketing communications is increasingly to find ways of not just delivering an ad message but also of engaging the consumer, of getting the consumer to feel the brand is relevant to their lives. This cutting-edge book from world-renowned Kellogg faculty and leading practitioners explains the exciting new ways advertising and media are doing just that."--BOOK JACKET. |
| Beschreibung: | 1 Online-Ressource (xi, 292 p.) |
| ISBN: | 0470119861 1118429117 9780470119860 9781118429112 |
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| 650 | 7 | |a BUSINESS & ECONOMICS / Advertising & Promotion |2 bisacsh | |
| 650 | 7 | |a Business |2 fast | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Advertising media planning | |
| 650 | 4 | |a Advertising | |
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Datensatz im Suchindex
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| any_adam_object | |
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| dewey-full | 659.1/11 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1/11 |
| dewey-search | 659.1/11 |
| dewey-sort | 3659.1 211 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV043057234 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:16:09Z |
| institution | BVB |
| isbn | 0470119861 1118429117 9780470119860 9781118429112 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028481426 |
| oclc_num | 803370076 |
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| physical | 1 Online-Ressource (xi, 292 p.) |
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| publisher | John Wiley & Sons |
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| spelling | Kellogg on advertising & media the Kellogg School of Management edited by Bobby J. Calder Kellogg on advertising and media Hoboken, N.J. John Wiley & Sons c2008 1 Online-Ressource (xi, 292 p.) txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index 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 "This book is the ultimate guide to communicating with consumers in today's advertising and media climate." "Most marketers today face strong competition from products that are well positioned and high-quality. The job of marketing communications is increasingly to find ways of not just delivering an ad message but also of engaging the consumer, of getting the consumer to feel the brand is relevant to their lives. This cutting-edge book from world-renowned Kellogg faculty and leading practitioners explains the exciting new ways advertising and media are doing just that."--BOOK JACKET. BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Business fast Wirtschaft Advertising media planning Advertising Unternehmen (DE-588)4061963-1 gnd rswk-swf Mediaplanung (DE-588)4038221-7 gnd rswk-swf 1\p (DE-588)4143413-4 Aufsatzsammlung gnd-content Unternehmen (DE-588)4061963-1 s Mediaplanung (DE-588)4038221-7 s 2\p DE-604 Calder, Bobby J. Sonstige oth J.L. Kellogg Graduate School of Management Sonstige oth http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=492773 Aggregator Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Kellogg on advertising & media the Kellogg School of Management BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Business fast Wirtschaft Advertising media planning Advertising Unternehmen (DE-588)4061963-1 gnd Mediaplanung (DE-588)4038221-7 gnd |
| subject_GND | (DE-588)4061963-1 (DE-588)4038221-7 (DE-588)4143413-4 |
| title | Kellogg on advertising & media the Kellogg School of Management |
| title_alt | Kellogg on advertising and media |
| title_auth | Kellogg on advertising & media the Kellogg School of Management |
| title_exact_search | Kellogg on advertising & media the Kellogg School of Management |
| title_full | Kellogg on advertising & media the Kellogg School of Management edited by Bobby J. Calder |
| title_fullStr | Kellogg on advertising & media the Kellogg School of Management edited by Bobby J. Calder |
| title_full_unstemmed | Kellogg on advertising & media the Kellogg School of Management edited by Bobby J. Calder |
| title_short | Kellogg on advertising & media |
| title_sort | kellogg on advertising media the kellogg school of management |
| title_sub | the Kellogg School of Management |
| topic | BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Business fast Wirtschaft Advertising media planning Advertising Unternehmen (DE-588)4061963-1 gnd Mediaplanung (DE-588)4038221-7 gnd |
| topic_facet | BUSINESS & ECONOMICS / Advertising & Promotion Business Wirtschaft Advertising media planning Advertising Unternehmen Mediaplanung Aufsatzsammlung |
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