Kellogg on Advertising and Media

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 viiPhilip KotlerIntroduction Advertising and Media IXBobby J. CalderChapter 1 Media Engagement and Advertising Effectiveness 1Bobby J. Calder and Edward C. MalthouseChapter 2 Making TVa Two-Way Street: Changing Viewer Engagement through Interaction 37Michael SchreiberChapter 3 Advertising in the World of New Media 56Scott BergChapter 4 Reinvention of TV Advertising 84Claudio MarcusChapter 5 Developments in Audience Measurement and Research 123 James WebsterChapter 6 Rethinking Message Strategies: The Difference between Thin and Thick Slicing 139 Angela LeeChapter 7 Managing the Unthinkable: What to Do When a Scandal Hits Your Brand 159 Michelle Roehm and Alice M. TyboutChapter 8 Managing Public Reputation 178 Daniel DiermeierChapter 9 The Contribution of Public Relations in the Future 196 Clarke CaywoodChapter 10 Using Three I Media in Business-to-Business Marketing 208James NewcombChapter 11 Communicating with Customers 226 Charles Spinosa, David Le Brocquy, and Bobby J. CalderChapter 12 Changing the Company 254 Julie RoehmChapter 13 The Integration of Advertising and Media Content: Ethical and Practical Considerations 266 Richard Kolsky and Bobby J. CalderAbout the Contributors 282Index 285