Kellogg on Advertising and Media

Kellogg on Advertising and Media

Bobby J. Calder

Language: English

Pages: 304

ISBN: 0470119861

Format: PDF / Kindle (mobi) / ePub

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.

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analyst, marketing director, database marketing consultant, and advertising agency executive. Marcus is also a graduate of the Kellogg School of Management at Northwestern University. James Newcomb is a Senior Manager in the Brand Management and Advertising Department at the Boeing Company, where he leads the company’s global corporate identity program. He is also a graduate of the Kellogg School of Management. Julie A. Roehm is an expert in marketing and media with a special interest in

Index Accenture Accidents, scandals and Accountability Accounting scandals Ad avoidance, DVRs and Add Attention, Turned on by Ads experiences Addressability Ad Interference experiences Ad selections, customization of Advertisements. See also TV commercials banner customized engagement with Advertisers: benefits of iTV to future concerns for Advertising. See also TV advertising; Video advertising challenges facing changes in congruence between media vehicle and contextual

will come from burning your boats and learning to use online and other new media. Claudio Marcus of Visible World, and another Kellogg graduate, adds a different dimension. He and his company are pioneers in customizing video for TV and online. Commercials no longer need to be static. Tailored ads can be dynamically designed to fit specific consumers. A path to greater engagement lies in moving away from treating consumers as a mass audience. Jim Webster, against this backdrop, reviews the

ads more quickly, more often, and with less hassle than through the conventional, largely manual approach. More creative applications for dynamic video content update may also enable more engaging advertisements, less prone to wear-out and ad-skipping. Over time, the value of dynamicism will be tied to the ability to integrate data-driven, dynamic update capabilities with addressability, interactivity, and customization. Such integration will enable targeted customized TV ad versions that adapt

party. Ironically, the audience may be left with new doubts about the safety of your product, when your intention was to quell exactly these kinds of concerns. To avoid such backfires, it is important to evaluate the likelihood that any particular transgression will attach itself to your brand. Scandal associations may be formed through two routes. The first and more obvious occurs when a scandal is attached to a perpetrating brand (the brand initially accused of a scandalous action). For

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