Kellogg on Advertising and Media

Series: General
Publisher: Wiley
Subject: Advertising media planning
Authors:
Pages: 304 pages
Binding: Hardcover
ISBN: 9780470119860
Call No: HF 5826.5 K46 2008
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.