Enter your mobile number or email address below and we'll send you a link to download the free Kindle App. Then you can start reading Kindle books on your smartphone, tablet, or computer - no Kindle device required.

  • Apple
  • Android
  • Windows Phone
  • Android

To get the free app, enter your email address or mobile phone number.

Kellogg on Advertising and Media 1st Edition

5 out of 5 stars 1 customer review
ISBN-13: 978-0470119860
ISBN-10: 0470119861
Why is ISBN important?
This bar-code number lets you verify that you're getting exactly the right version or edition of a book. The 13-digit and 10-digit formats both work.
Scan an ISBN with your phone
Use the Amazon App to scan ISBNs and compare prices.
Have one to sell? Sell on Amazon
Buy used On clicking this link, a new layer will be open
$12.28 On clicking this link, a new layer will be open
Buy new On clicking this link, a new layer will be open
$25.11 On clicking this link, a new layer will be open
More Buying Choices
25 New from $10.42 28 Used from $0.01
Free Two-Day Shipping for College Students with Amazon Student Free%20Two-Day%20Shipping%20for%20College%20Students%20with%20Amazon%20Student

Best Books of the Month
See the Best Books of the Month
Want to know our Editors' picks for the best books of the month? Browse Best Books of the Month, featuring our favorite new books in more than a dozen categories.
$25.11 FREE Shipping on orders over $35. Only 10 left in stock (more on the way). Ships from and sold by Amazon.com. Gift-wrap available.

Frequently Bought Together

  • Kellogg on Advertising and Media
  • +
  • Kellogg on Branding: The Marketing Faculty of The Kellogg School of Management
  • +
  • Kellogg on Marketing
Total price: $65.44
Buy the selected items together

Editorial Reviews

From the Inside Flap

How to use advertising and media more effectively is perhaps the number one issue in marketing today. Marketers are increasingly turning away from traditional mass advertising to online and mobile ads, alternative media, product placement, branded entertainment, and other "marketing services." Yet most marketers have a sense of being in uncharted territory. This book is the ultimate guide to communicating with consumers in today's advertising and media climate.

Did you know that advertising agencies now generate more revenue from "marketing services" than from traditional media? Companies like P&G are creating online shows. Traditional media are taking on new life as well. Interactive televisionand television ads customized for con-sumers are growing in popularity. ESPN is a television network but it is also a magazine, online site, radio network, mobilenetwork, and more. It is a "media brand." And like National Geographic and many others, it offers myriad ways of communicating with consumers. All of these developments offer new opportunities for marketers to engage consumers.

Most marketers today face strong competition from products that are well positioned and high-quality. The job of marketing communications is increasingly to find ways of not just delivering an ad message but also of engaging the consumer, of getting the consumer to feel the brand is relevant to their lives. This cutting-edge book from world-renowned Kellogg faculty and leading practitioners explains the exciting new ways advertising and media are doing just that.

From the Back Cover

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

If you buy a new print edition of this book (or purchased one in the past), you can buy the Kindle edition for only $2.99 (Save 81%). Print edition purchase must be sold by Amazon. Learn more.

Product Details

  • Hardcover: 304 pages
  • Publisher: Wiley; 1 edition (April 25, 2008)
  • Language: English
  • ISBN-10: 0470119861
  • ISBN-13: 978-0470119860
  • Product Dimensions: 6.3 x 1 x 9.3 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #962,205 in Books (See Top 100 in Books)

More About the Authors

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

5 star
4 star
3 star
2 star
1 star
See the customer review
Share your thoughts with other customers

Top Customer Reviews

Format: Hardcover Verified Purchase
great book
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback.
Sorry, we failed to record your vote. Please try again
Report abuse

Set up an Amazon Giveaway

Amazon Giveaway allows you to run promotional giveaways in order to create buzz, reward your audience, and attract new followers and customers. Learn more
Kellogg on Advertising and Media
This item: Kellogg on Advertising and Media
Price: $25.11
Ships from and sold by Amazon.com

Want to discover more products? Check out this page to see more: business marketing