000			04989cam a2200805 a 4500
001			ocn803370076
003			OCoLC
005			20240523125535.0
006			m o d
007			cr cn|||||||||
008			120802s2008 njua ob 001 0 eng d
040			_aTEFOD _beng _epn _cTEFOD _dOCLCQ _dN$T _dDEBSZ _dRECBK _dOCLCF _dLGG _dB24X7 _dYDXCP _dTEFOD _dDG1 _dOCLCQ _dOCL _dOCLCQ _dDEBBG _dAGLDB _dDG1 _dLIP _dMERUC _dOCLCQ _dINARC _dVTS _dREC _dAU@ _dCOO _dOCLCQ _dU3W _dSTF _dOCLCQ _dM8D _dUKAHL _dLUN _dOCLCQ _dOCLCO _dOCLCQ _dS2H _dOCLCO _dOCLCQ _dVI# _dOCLCO
019			_a556973034 _a864913139 _a961663916 _a962689411 _a992819100 _a1035911348 _a1244858769
020			_a9781119198154 _q(electronic bk.)
020			_a1119198151 _q(electronic bk.)
020			_a9781118429112 _q(electronic bk.)
020			_a1118429117 _q(electronic bk.)
020			_z9780470119860
020			_z0470119861
028	0	1	_aEB00063630 _bRecorded Books
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035			_a(OCoLC)803370076 _z(OCoLC)556973034 _z(OCoLC)864913139 _z(OCoLC)961663916 _z(OCoLC)962689411 _z(OCoLC)992819100 _z(OCoLC)1035911348 _z(OCoLC)1244858769
037			_aB8138F9F-A95C-4B5E-9359-C43244A15C9B _bOverDrive, Inc. _nhttp://www.overdrive.com
050		4	_aHF5826.5 _b.K46 2008eb
072		7	_aBUS _x002000 _2bisacsh
082	0	4	_a659.1/11 _222
049			_aMAIN
245	0	0	_aKellogg on advertising & media : _bthe Kellogg School of Management / _cedited by Bobby J. Calder.
246	3		_aKellogg on advertising and media
260			_aHoboken, N.J. : _bJohn Wiley & Sons, _c�2008.
300			_a1 online resource (xi, 292 pages) : _billustrations
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
340			_gpolychrome _2rdacc
340			_pillustration _2rdaill
347			_atext file _2rdaft
504			_aIncludes bibliographical references and index.
505	0		_aIntroduction -- Advertising and Media / Bobby J. Calder -- Media Engagement and Advertising Effectiveness / Bobby J. Calder and Edward C. Malthouse -- Making TV a Two-Way Street: Changing Viewer Engagement through Interaction / Michael Schreiber -- Advertising in the World of New Media /Scott Berg -- Reinvention of TV Advertising / Claudio Marcus -- Developments in Audience Measurement and Research / James Webster -- Rethinking Message Strategies: The Difference between Thin and Thick Slicing / Angela Lee -- Managing the Unthinkable: What to Do When a Scandal Hits Your Brand / Michelle Roehm and Alice M. Tybout -- Managing Public Reputation / Daniel Diermeier -- The Contribution of Public Relations in the Future / Clarke Caywood -- Using Three I Media in Business-to-Business Marketing / James Newcomb -- Communicating with Customers / Charles Spinosa, David Le Brocquy, and Bobby J. Calder -- Changing the Company / Julie Roehm -- The Integration of Advertising and Media Content: Ethical and Practical Considerations / Richard Kolsky and Bobby J. Calder.
520	1		_a"This book is the ultimate guide to communicating with consumers in today's advertising and media climate." "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."--Jacket
588	0		_aPrint version record.
590			_aJohn Wiley and Sons _bWiley Online Library: Complete oBooks
650		0	_aAdvertising media planning.
650		0	_aAdvertising.
650		6	_aPlans m�edias.
650		7	_aBUSINESS & ECONOMICS _xAdvertising & Promotion. _2bisacsh
650		7	_aAdvertising _2fast
650		7	_aAdvertising media planning _2fast
700	1		_aCalder, Bobby J.
710	2		_aJ.L. Kellogg Graduate School of Management.
776	0	8	_iPrint version: _tKellogg on advertising & media. _dHoboken, N.J. : John Wiley & Sons, �2008 _z9780470119860 _w(DLC) 2007052392 _w(OCoLC)185123447
856	4	0	_uhttps://onlinelibrary.wiley.com/doi/book/10.1002/9781119198154
938			_aAskews and Holts Library Services _bASKH _nAH24099807
938			_aBooks 24x7 _bB247 _nbkb00024326
938			_aEBSCOhost _bEBSC _n492773
938			_aInternet Archive _bINAR _nkelloggonadverti00cald
938			_aRecorded Books, LLC _bRECE _nrbeEB00063630
938			_aYBP Library Services _bYANK _n12624602
938			_aYBP Library Services _bYANK _n9659650
994			_a92 _bINLUM
999			_c11806 _d11806