Marketing faces seious 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, Kellog on Advertising and Media expalins how marketers can effectively advertise in the new reality. This book is the ultimate guide to communicating with consumers in today's advertising and media climate.