Kellogg On Advertising & Media

- 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 (Daniel Diermeier 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

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).