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.

Foreword vii Philip Kotler Introduction Advertising and Media IX Bobby J. Calder Chapter 1 Media Engagement and Advertising Effectiveness 1 Bobby J. Calder and Edward C. Malthouse Chapter 2 Making TVa Two-Way Street: Changing Viewer Engagement through Interaction 37 Michael Schreiber Chapter 3 Advertising in the World of New Media 56 Scott Berg Chapter 4 Reinvention of TV Advertising 84  Claudio Marcus Chapter 5 Developments in Audience Measurement and Research 123 James Webster Chapter 6 Rethinking Message Strategies: The Difference between Thin and Thick Slicing 139 Angela Lee Chapter 7 Managing the Unthinkable: What to Do When a Scandal Hits Your Brand 159 Michelle Roehm and Alice M. Tybout Chapter 8 Managing Public Reputation 178 Daniel Diermeier Chapter 9 The Contribution of Public Relations in the Future 196 Clarke Caywood Chapter 10 Using Three I Media in Business-to-Business Marketing 208 James Newcomb Chapter 11 Communicating with Customers 226 Charles Spinosa, David Le Brocquy, and Bobby J. Calder Chapter 12 Changing the Company 254 Julie Roehm Chapter 13 The Integration of Advertising and Media Content: Ethical and Practical Considerations 266 Richard Kolsky and Bobby J. Calder About the Contributors 282 Index 285

Kellogg on Advertising & Media Marketing faces serious and disruptive changes, including the loss of mass audiences, the decline of broadcast television advertising, and the increased role of online advertising. But the changing world of advertising and media is also full of exciting new ways to reach consumers. Based on the latest research and contributions from world-renowned Kellogg marketing professors, plus insights from leading executives, Kellogg on Advertising and Media explains how marketers can effectively advertise in the new reality. You'll hear from star faculty and industry-leading practitioners including: Bobby Calder and Edward Malthouse on the impact of brand and media engagement Claudio Marcus (Visible World) on digital technology and customized advertising Michael Schreiber (NBC Universal) on interactive television and the future of TV advertising James Webster on new trends in audience measurement Scott Berg (Hewlett-Packard) on advertising in the new media world Angela Lee on advertising strategy and the unconscious mind Julie Roehm, formerly of Wal-Mart, on marketing innovation and organizational change Richard Kolsky and Bobby Calder on integrating advertising and media content Clarke Caywood on the future of public relations James Newcomb (Boeing) on linking sales to marketing in B-to-B companies Michelle Roehm and Alice Tybout on crisis management and damage control Daniel Diermeier on company reputation and monitoring the media Charles Spinosa, David LeBrocquy (Vision Consulting), and Bobby Calder on using employee communication with customers to support an advertising strategy