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.
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