Book Review: KELLOGG ON ADVERTISING & MEDIA

KELLOGG ON ADVERTISING & MEDIA

Editor: Bobby J. Calder
ISBN-13:  9780470119860 
Topic:  Marketing                                                     
Format:  Hardcover
Language:  English
Publication Year:  2008

REVIEW:

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.

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.

THE EXPERTS:

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.

LESSON LEARNED:

One chapter with the most impact for me was MANAGING PUBLIC REPUTATION by Daniel Diermeier.  This chapter underlines the importance of keeping track of how the public perceives companies.  The CEO of a company is now more involved than ever.  This section reviews measurement and situation analysis.   Overall, Kellogg on Advertising and Media is a solid book on the fundamentals of advertising and marketing in a fractured and evolving marketplace.