书目详细信息
： Kellogg on advertising & media :
书目信息 机读格式(MARC)
| ISBN： | 9780470119860 (cloth) |
|---|---|
| 编目源： | DLC DLC BAKER UKM BTCTA YDXCP C#P BWX IXA SHH |
| 题名： | Kellogg on advertising & media : the Kellogg School of Management / edited by Bobby J. Calder. |
| 出版发行项： | Hoboken, N.J. : John Wiley & Sons, c2008. |
| 载体形态： | xi, 292 p. : ill. ; 24 cm. |
| 书目附注： | Includes bibliographical references and index. |
| 格式化内容附注： | 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. |