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　　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.

Foreword

Introduction

Chapter 1

Chapter 2

Chapter 3

Chapter 4

Chapter 5

Chapter 6

Chapter 7

Chapter 8

Chapter 9

Chapter 10

Chapter 11

Chapter 12

Chapter 13

About the Contributors

Index

　　Bobby J. Calder is the Charles H. Kellstadt Distinguished

Professor of Marketing at the Kellogg School of Management at

Northwestern University. He has worked as a consultant to many

major corporate clients, and has taught at the Wharton School,

University of Pennsylvania, and at the University of Illinois. He

is a graduate of the University of North Carolina and coeditor of

Kellogg on Integrated Marketing (Wiley).

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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.