| Kellogg on Advertising and Media Contributor(s): Calder, Bobby J. (Author) |
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ISBN: 0470119861 ISBN-13: 9780470119860 Publisher: Wiley OUR PRICE: $26.96 Product Type: Hardcover - Other Formats Published: April 2008 Annotation: Members of the world's leading marketing faculty explain the revolutionized world of advertising Like Kellogg on Branding and Kellogg on Marketing, Kellogg on Advertising and Media represents the leading-edge thinking from faculty members at the Kellogg School of Management. The biggest challenges facing marketers right now are the loss of mass audiences, the decline of broadcast TV advertising, and the role of online advertising. How should marketers advertise in this new reality? Based on the latest research and case studies from top industry executives, Kellogg explains how marketers can find and engage audiences in today's chaotic media climate. Bobby J. Calder (Chicago, IL) is Distinguished Professor of Marketing and Professor of Psychology at the Kellogg School of Management at Northwestern University. He is also Codirector of the Media MBA program at Kellogg. |
| Additional Information |
| BISAC Categories: - Business & Economics | Advertising & Promotion - Business & Economics | Marketing - General |
| Dewey: 659 |
| LCCN: 2007052392 |
| Physical Information: 1.06" H x 6.33" W x 8.99" (1.08 lbs) 304 pages |
| Descriptions, Reviews, Etc. |
| Publisher Description: In Kellogg on Advertising and Media, members of the world's leading marketing faculty explain the revolutionized world of advertising. The star faculty of the Kellogg School of Management reveal the biggest challenges facing marketers today- including the loss of mass audiences, the decline of broadcast television advertising, and the role of online advertising- and show you how to advertise successfully in this new reality. Based on the latest research and case studies, this book shows you how to find and engage audiences in a chaotic media climate. |