Реклама. Принципы и практика (Уэллс, Мориарти)

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Tom Duncan and Sandra Moriarty, Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships, (New York: McGraw-Hill, 1997).

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John Gapper, «Why nobody sells the carwe really want?» Financial Times (June 29, 2004): 15.

Joshua Kulantzick, «Most Valuable Players», Entrepreneur (June 2003): 68–71.

Brian Steiberg and Susanne Vranica, «Chief Seeks to Help Leo Burnett Get Ins Groove Back», The Wall Street Journal (October 12, 2003): 12B.

Noreen O’Leary, «The Incredible Shrinking Account Exec», Adweek (May 26, 2003) 22.

Erin White, «Linking Agency Fees to Ad Success», The Wall Street Journal (March 29, 2004): B4.

Tom Duncan and Sandra Moriarty, Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships (New York: McGraw-Hill, 1998).

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«Soung can be a trademark», The London Times Law Report (December 4, 2003): 73.

Robert J. Posch Jr., «Trademark Protection for Internet Domain Names», Direct Marketing (July 1998): 63–65.

Barbara Martinez, «Gap Faces suit over Eyewear Used in Ad», Wall Street Journal (January 6, 1998): B10.

Rebecca Flass, «Done That», Adweek (April 22, 2002): 21.

Anne Cunningham, «Commosense or Nonsense: Limiting First Amendment Protection of Commercial Speech», Proceedings of American Academy Conference, M. S. Shaw (ed.), (E. Lansing, MI: Michigan State University): 61–83.

Chris Adams, «Looser Lip for Food and Drug Companies?» Wall Street Journal (September 17, 2002): A4.

Doug McKenna, «Marketers Opt Outof Civil Society», Boulder Daily Camera (April 13, 2003): 38.

Nike Vs Kasky: «Case Dismissed», SriMedia Report (June 26, 2003). (www.srimedia.com/artman/publish/article-642.shtml; Wendy Melillo, «Ad Groups Back Nike In Supreme Court Brief», Adweek (March 3, 2003): 3; Adam M. Kanzer and Cynthia A. Williams, «The Future of Social Reporting Is on the Line», Business Ethics, 17: 4 (Winter 2003); Roger Parloff, «Can we talk?» Fortune (September 2, 2002): 102–110.

«Letter to congress Explaining FTC is new Deception Policy», Advertising Compliance Service (Westport, CT: Meckler Publishing, November 21, 1983) and Ivan Preston, «A Review of the Literature on Advertising Regulation», in Current Issues and Research in Advertising (1983), James H. Leigh and Claude L. Martin, eds. (Ann Arbor: University of Michigan Press): 2–37.

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Jack Neff, «Duracell Agrees to Modify Robo-War Duck Ad», Advertising Age (February 6, 2002).

Tom McGhee, «Broomfield firm’s penalty for ad: Drugs Destroyed», Denver Post (April 18, 2002): 2C.

John J. Burnett, «Gays: Feelings about Advertising and Media Esed», Journal of Advertising Research (January-February 2000): 75–86.

Stephen P. Durchslag, «Agency Liability Extends to False Advertising Claims», Promo (October 1992): 17.

Deborah Vence, «FDA seeks ti clarify rules for pharma ads», Marketing New (March 3, 2003): 6.

Michael McCarthy, «Local ads stir up Utah controversy», USA Today (January 2, 2002): 78.

Eli Pariser, MoveOn.org e-mail (January 22, 2004).

Editorial, «Super Censured», The Boulder Daily Camera (January (January 30, 2004): 4B.

Robert Weller, «Breckenridge pulls ad campaign,» Boulder Sunday Camera (September 8, 2002): 3B.

Roy F. Fox, «Hucksters Hook Captive Youngsters», Mizzou (Summer 2002): 22–27.

Lee Anne Peck, «Foolproof or Foolhardy? Ethical Theory in Beginning Reporting Texts», Journalism & Mass Communication Educator 58 (Winter 2004): 343–63.

Robert Weller, «Breckenridge pulls ad campaign», Boulder Sunday Camera (September 8, 2002): 3B.

D. J. Ganahl, T. J. Princen, and S. B. Netzley, «A Content Analisys of Prime Time Commercials: A contextual Framework of Gender Representation», Broadcasrt Education Association, Las Vegas, NV(2001); M. R. Barner, «Sex-role stereotyping in FCC-mandated children’s educational television», Journal of Broadcasting & Electronic Media, 43 (1999) 551–64; S.Coltrane and M. Adams, «Work-family imagery and gender stereotypes: Television and the Reproduction of difference», Journal of Vocational Behaviour 50 (1997): 323–47.

Richard Linnert, «Take it like a man», Advertising Age (December 8, 2003): 40.

D. J. Ganahl, T. J. Princen, and S. B. Netzley, «A Content Analisys of Prime Time Commercials: A contextual Framework of Gender Representation», Broadcasrt Education Association, Las Vegas, NV(2001).

«Stereotypes of Women Persist in Ads», Wall Street Journal (October 17, 2003): B4.

D. J. Ganahl, S. B. Netzley, William Hoon, and Kwangok Kim, «The Culture Clash in Television Commercials: Mainstreaming Black Stereotypes into Primetime Prototypes», unpublished manuscript, (2003).

Michelle Wirth Felman, «Preventing Viagra’s Fall», Marketing News (August 31, 1998): 1, 8.

Joan Voigt, «Realistic or Offensive?» Adweek (September 2, 2003): 16–17.

Interview with Jean Kilbourne by Renee Montagne, NPR Morning Edition transcript (June 22, 2004).

Robert Gustafson, Mark Popovich, and Steven Thomsen, «The ‘thin ideal’». Marketing News (March 15, 1999): 22.

Herbert Rotfeld, «Desires Versus the Reality of Self-Regulation», Journal of Consumer Affairs 37 (Winter 2003): 4244–27; Nanci Hellmich, «Weight-loss deception found ads for many of those pills, patches, creams and wraps are grossly exaggerated», USA Today (2002).

Joe Morgan, «Barclays forced to withdraw0 % campaign by OFT», The London Times (November 19, 2003): 4M.

Herbert J. Rotfeld and Kim B. Rotzoll, «Is Advertising Puffery Believed?» Journal of Advertising 9:3 (1980): 16–20, 45.

Barry Newman, «Ad Ad Professor Huffs Against Puffs, but It Is a Quixotic Enterprise», Wall Street Journal (January 24, 2003): A1; Ivan Preston, «A Problem Ignored: Dilution and Negation of consumer Information by Antifactual Content», Journal of Consumer Affairs 36 (Winter 2002): 263–83; Ivan Preston, «Dilution and Negation of Consumer Information by Antifactual Content: Proposals for Solutions», Journal of Consumer Affairs 37 (Summer 2003): 1–21.

Stephanie Thompson, «Food fight: Kraft beats back critics», Advertising Age (January 20, 2003): 1, 37.

Betsy Spethmann, «Tobacco’s Two Tiers», Promo Magazine (January 2004): 24–28.

Deborah Vence, «Match Game», Marketing News (November 11, 2002): 1, 11–2.

Wendy Melillo, «FTC Reviews Ad Plans from Alcohol Clients», Adweek (May 26, 2003): 8.

Christopher Lawton, «Lawsuits Allege Alcohol Market Target Youth», Wall Street Journal (February 5, 2004): B1; Ira Teinowitz, «Marketers blast charges in alcohol suit», Advertising Age (December 1, 2003): 10.

Chuck Ross and Ira Teinowitz, «Beer Ad Has Wide Underage Reach on MTV», Advertising Age (January 6, 1997):4; Ira Teinowitz, «LFTC Governing of Beer Ads Expands to Miller, A-B», Advertising Age (April 17, 1997): 1–50.

Bill McInturff, «While Critics May Feet, Public Likes DTC Ads,» Advertising Age (March 26, 2001): 24; David Goetzi, «Take a Heaping Spoon-ful», Advertising Age (November 6, 2000): 32; Angetta McQueen. «Watchdog Blames Ad Spending for High Drug Costs», The Denver Post (July 11, 2001): 4c.

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Carter McNamara, «Complete guide to Ethics Managemebt: An Ethics Toolkit for Managers», Authenticity Consulting (http://www.managementhelp.org/ethics/ethxgde.htm). April 2004.

«Public Rates Nursing as Most Honest and Ethical Profession», December 1, 2003 (www.gallup.com), April 2004.

Peck, 2004.

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«Stuart Elliot/In Advertising: Would You Trust Mini-me with Your Money», New York Times Direct, May 20, 2003, NY Times.com.

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Ivan Preston, «The Association Model of the Communication Process», Journal of Advertising 3 (1982): 3–14.

Bill Wells, «How Advertising Works», speech to St. Louis AMA, September 17, 1986.

Daniel J. O’Keefe, Persuasion: Theory and Research, (Newbury Park, CA: Sage, 1990, 17).

Stewart Elliot, «HP Promotes High-Tech Recycling», New York Times Direct, July 29, 2003, NYTimes.com

Scott McCarthy, «Your Free Flight To Maui is Hobbing the Airline Industry», Wall Street Journal (February 4, 2004): D1.

Herbert Krugman, «The Impact of Television Advertising: Learning Without Involvement», Public Opinion Quarterly, (29:3, 1965): 349–56.

John Rossiter, Larry Percy and Robert Donovan, «A Better Advertising Planning Grid», Journal of Advertising Research (October/November, 1991): 11–21.

Lee Bowman, «Drag ads can influence patients», Daily Camera (February 26, 2003): 11.

John Fetto, «One Size Doesn’t Fit All: Today’s Working Mothers Defy the Label ‘Soccer Mom,’» American Demographics (May 200): 44–45.

Mary Sutler and Laurel Wenitz, «U. S. Conexciones», Advertising Age (July 16, 2001): 14.

Mindy Charsky, «Old Navy to Tailor Message to Hispanics», Adweek (August 4, 2003): 9.

Jack Neff, Hillary Chura, «Buyer Cross Borders», Advertising Age (March 3, 2003): 54.

Gary Silverman, «Hispanics in Tune with TV Advertising», Financial Times (March 4, 2004): 18.

Joan Davis, «Blacks in Black and White», PROMO (August 2000): 37.

Jennifer Lach, «The Color of Money», American Demographics (February 2000): 59–60.

Arundhati Parmar, «Knowledge of Mature Market Pays Reward», Marketing News (April 28, 2003): 5–6.

Thomas T. Semon, «Income Is Not Always Predictor of Spending», Marketing News (March 31, 2003): 6.

Winston Fletcher, A Glittering Haze (Henley-on-Thames, UK: NTC, 1992).

James W. Peltier, John Schibrowsky, Don Schultz, and John Davis, «Interactive Psychographics: Cross-selling in the Banking Industry», Journal of Advertising Research (March/April 2002): 7–22.

Joseph T. Plammer, «The Concept and Application of Life-Style Segmentation», Journal of Marketing (January 1974): 34.

David Lipke, «Head Trips», American Demographics (October 2000): 38–40.

Yuri Kageyama, «The ‘Cool Hunter’ in Japan», Boulder Daily Camera (February 7, 2004): E1.

Karl Weiss, тезисы к курсу лекций IMC Marketing Research, University of Colorado, January 2001.

Инсайт – часто употребляемый англоязычный термин, который используется в рекламной практике для обозначения «открытия», ключевого факта или специфической характеристики, которая является ключом к пониманию поведения потребителей. – Примеч. науч. ред.

Аудит рекламы – устойчивое выражение, которое означает исследование, проводимое с целью проверки рекламных материалов по каким-либо критериям. – Примеч. науч. ред.

Бэтмэн – «человек – летучая мышь», популярный персонаж американских комиксов, таинственный носитель добра и справедливости. – Примеч. науч. ред.

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Weiss.

В исследовательской практике респондентами на фокус-группах могут быть представители любых целевых групп и сегментов. – Примеч. науч. ред.

Dennis W. Rook, «Out-Of-Focus», Marketing Research (Summer 2003): 10–15; Alison Stin Wellner, «The New Science of Focus Groups», American Demographics (March 2003): 29.

Susan Mendelsohn, личное сообщение, December 20, 2003.

Leigh Ann Steere, «Culture Club», Print, (March/April, 1999): 4–5.

Shay Sayre, Qualitative Methods for Marketplace Research (Thousand Oaks: CA: Sage Publications, 2001), 31.

Дискаутер – магазин, которые предлагает товары по более низким ценам, чем конкуренты. дискаутеры обычно отличаются скромным оформлением торговых залов, отказом от использования дорогостоящего торгового оборудования, минимальным сервисом. – Примеч. науч. ред.

Russel W. Belk, ed., Highways and Buyways: Naturalistic Research from the Consumer Behavior Odyssey (Provo UT: Association for consumer Research, 1991).

Sayre, 20.

Thomas Davenport, Jeanne Harris, Ajay Kohli, «How Do They Know Their customers So Well?» MIT Sloan Management Review (Winter 2001): 63–72.

Gerry Khermouch, «Consumers in the mist», Business Week (February 26, 2001): 92–93; Alison Stein Wellner, “Research on a Shoestring,” American Demographics (April 2001): 38–39.

Wellner, «Research on a Shoestring».

Roy S. Johnson, «Banking on Urban America», Fortune (March 2, 1998): 129–32.

Emily Eakin, «Penetrating the Mind by Metaphor», February 23, 2002, NYTimes.com.

Sandra Yin, «New or Me Too», American Demographics (September 2002): 28.

В данном контексте под артефактами понимаются материальные свидетельства различных событий в жизни личности. – Примеч. науч. ред.

Mendelsohn.

Robin Couler, Gerald Zaltman, and Keith Koulter, «Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique», Journal of Advertising 30: 4 (Winter 2001): 1–14; Emili Eakin, «Penetrating the Mind by Metaphor», February 23, 2002 NYTimes.com; Daniel Pink, «Metaphor Marketing», Fast Company, http://www.fastcompany.com/magazine/14/zaltman.html; HBS Division of Research, The Mind of the Market Laboratory, «ZMET», http://www.hbs.edu/mml/zmet.html.

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Paula Kephart, «Virtual Testing», Marketing Tools (June 1998).

«Comfort Zone», Adweek Special Planning Section (July 3, 1998): 31.

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Reseach for R. O. I.: Communications Workshop, Chicago: DDB Needham (April 10, 1987).

В российской практике выражение account-planner применяется крайне редко. Функции такого специалиста обычно делят между собой менеджер по исследованиям и менеджер по стратегическому планированию. – Примеч. науч. ред.

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Susan Mendelsohn, personal communication, January 8, 2004.

Margaret Morrison, Tim Christy, Eric Haley, «The Integration of Account Planning In U. S. Advertising Agencies», Advertising Division, Association for Education in Journalism and Mass Communication, 2002 National Conference, Kansas City, MO.

Laurie Freeman, «Planner ‘Puts Clients in Touch with Souls of Brands», AdAge.com, February 8, 1999; http://www.adage.com/news.cms?newsID=34705.

Jon Steel, Truth, Lies and Advertising: Art of Account Planning, (New York Wiley, 1998); «Tests ahead for account planning», Advertising Age (September 20, 1999): 36.

Термин brief (бриф) является устойчивым выражением и используется в российской рекламной и исследовательской практике без перевода. – Примеч. науч. ред.

Duncan and Moriarty.

Jon Fine, «Newspaper-industry Slide Worsens», Advertising Age (May 10, 2004): 59.

James Poniewozik, «The People’s Paper», Time (July 21, 2003): 49–50.

Laurel Wentz and Mercedes Cardona, «Newspapers Turn to Hispanics», Advertising Age (January 5, 2004): 16.

«Media», 2003 Marketing Fact Book (July 7, 2003): 17.

Kim Long, The American Forecaster Almanac, 1993 Business Edition.

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Jonathan Asher, «Make the Most of Packaging Design Updates», Marketing News (September 18, 2000): 13.

Cathy Frisinger, «Label Cuisine Remains an American Favorite», The Tampa Tribune (January 21, 2004): 3.

Stuart Elliott, «Selling ‘Nothing’», March 16, 2004, NYTimes.com

«Media», 2003 Marketing Fact Book (July 7, 2003): 17.

The Signage Sourcebook (South Bend, IN: The Signage Foundation, 2003).

Rebecca Gardyn, «Mowing Targets», American Demographics (October 2000): 32–34.

Almar Latour, «Amid High-Tech Turf Battles, Baby Bells Feel Heet on Cash Cow», Wall Street Journal (April 13, 2004): A1.

Latour.

Eugenia C. Daniels, «Critical Shift in Direction», Advertising Age (February 14, 2000): S12

Leigh Gallagher, «Prairie Home Commercial», Forbes (August 6, 2001): 54–55.

Beth Snyder, «Rolling Stone Radio Seeks New Revenue, Expands Mega Brand», Advertising Age (November 2, 1998): 40.

Steve Jarius, «Marketing Issues Raised by LPFM Stations», Marketing News (August 28, 2000): 7.

«Marketing Fact Book», специальная вкладка, Marketing News (July 15, 2004): 4.

Joan Raymond, «Radio-Active». American Demographics (October 2000): 28–29.

Alex Veiga, «Marketers Use Free CDs to Promote New Artists». Daily Camera (July 1, 2003): E1.

Jonathan Karp, «Hey, You! How About Lunch?» Wall Street Journal (April 1, 2004): B1.

Bob Garfield, «Why TV Can Only Get Better,» AARP Bulletin (April 2004): 10; John Consoli, «The Case of the Missing Young Male TV Viewers», Adweek (October 20, 2003): 7.

Christopher Reynolds, «The Lost Demo», Promo Magazine (February, 2004): 16–17.

Michael Mc-Carthy, «Forecast: Public to Turn to Paid Media», USA Today (August 15, 2003): 12B.

May Wong, «TiVo Views Clones as a Threat», The Denver Post (April 26, 2004): 2C; Eroc Taib, «Cannot Imagine TV Without TiVo», The Denver Post (March 22, 2004): 5C.

Rudy Martzke, «Super bowl Ratings Edge Up», USA Today (February 2, 2004): 1.

Brooks Barnes, «Nielcen Postpones New York Launch of Rating System», Wall Street Journal (April 17, 2004): B3.

(Автор неизвестен) «Is the End of the Ad Slump in Sight?» Fortune (January 12, 2004) p.48.

Alastair Ray, «Own-brand Broadcaster Tunes In», Financial Times (March 16, 2004) p.10.

Terry Lefton, «You Can’t Zap these Ads», The Industry Standard (March 26, 2001): 54–55; James Poniewozik, «This Plug’s For You», Time (June 18, 2001): 76–77

www.census.gov.

Jefferson Graham, «For Google, Many Retailers Eagerly Jump Through Hoops», USA Today (February 5, 2004): 1.

Dan Gillmore, «Blogs Getting Serious About Themselves», Denver Post, (April 26, 2004): 5C.

Marcus Lillkwist, «Blogs are Growing Up: Ads on the sites are Taking off,»» Business Plus (March 22, 2004): 13.

Susanne Vranica, «U. S. Ad Spending Rose6,1 % in 2003», Wall Street Journal (March 9, 2004): B6.

Lillkvist.

Mylene Mangalindan, «Web Ads on the Rebound After a Multiyear Slump: Online Marketing Gets a Lift by Broadband, New Formats», (August 25, 2003): B1.

Tobi Elkin, «Marketing Beyond the Pop-Up», Advertising Age (March 10, 2003): 4.

Jack Hitt, «Confessions of a Spam King,» New York Times Magazine, September 28, 2003, NYTimes.com.

«News Beer Uses Pre-Launch Viral Email Vote to turn Consumers into Evangelists,»» June 24, 2003, www.MarketingSherpa.com.

Peter Fancese, «Media Blitzed», American Demographics (February 2004): 40–41.

Pamela Paul, «Nouveau Niche», American Demographics (July/August 2003): 20–21.

Theresa Howard, «Brands Becoming Stars of the Show», USA Today, April 9, 2003, p.B1; Kate Macarthur, «Branded Entertainmebt, Marketing Tradition Tussle», Advertising Age (May 10, 2004): 6; Ruth Mortimer, «In the Picture: How Brands are Muscling in on Content», Brand Strategy (May 2003): 10–11.

Tobi Elkin, «Marketing Beyond the Pop-Up», Advertising Age (May 10, 2003): 4.

Brian Steinberg and Suzanne Vranica, «Burger King Seeks Some Web Heat», Wall Street Journal (April 15, 2004): B3.

Laura Rich, «That’s Advertainment», The Industry Standard (June 25, 2001): 60–62.

Randall Rothenberg, «Ad of the Month», Fast Company (March 2003): 40.

«AmEx Plans Jerry Seinfeld-Meets– Superman Internet Show», Advertising Age, February 4, 2004, AdAge.com.

Kevin Delaney and Robert Guth, «Beep.Foosh.Buy.Me.Pow», Wall Street Journal, (April 8, 2004): B1; Christopher Parkes, «Nielsen to Interact with Gaming Group», Financial Times (April 8, 2004): 24.

Richard Linnett, «Starcom’s Play Targets Gamers», Advertising Age (June 9, 2003): 3.62.

Delaney and Guth.

Pamela Paul.

Marcia Dunn, «The Space for Sale», Sunday Camera (October 14, 2001): IDD.

Mark Harper, «Mobile Campaign Rootes Around for Truth in Politics», Daytona Beech News-Journal (May 26, 2004): 3c.

«Best Practice: Television Planning», Admap (June 2002): 11–12.

Hugh Cannon, John Leckenby, Avery Abernethy, «Beyond Effective Frequency: Evaluating Media Schedules Using Frequency Value Planning», Journal of Advertising Research (November/December 2002): 33–47.

Admap.

Ian Brace and Louise Edwards, «Can Advertising Reach Everybody?» Adweek (July/August, 2002):26–28.

«The Medium Shapes the Message», Business 2.0 (July, 2003): 32.

Maura Clancey and Gale Metzger, «Building Survey-based, Media-mix Tool», Admap (June 2002): 47–49.

Hank Bernstein and Kate Lynch, «Media Scheduling and Carry-over Effects», Admap (October 2002): 40–42.

Kate Fitzgerald, «Trolling for Media Plan’s Role», Advertising Age Special Report (March 3, 2003): S10–S12.

Claire Atkinson, «Coke Catapults Starcom MediaWest», Advertising Age (February 9, 2004): S6, S10.

Bardley Johnson, «Cracks in the foundations», Advertising Age (December 8, 2003): 1, 10.

Don E. Schultz, «Outdated Approach to Planning Needs Revamping», Marketing News (November 11, 2002).

Clancey and Metzger.

A.Jerome Jewler and Bonnie L. Drewniany, Creative Strategy in Advertising (Belmont, CA: Wadsworth/Thompson Learning, 2001), 3.

Jerry Moore and William D. Wells, R. O. I. Guidebook: Planning for Relevance, Originality and Impact in Advertising and Other Marketing Communications (New York: DDB Needham, 1991).

Alisa White, Bruce Smith, and Fuyuan Shen, «Rating creativity: Do advertising professionals and educators apply the same standards?» Journal of Advertising Education, 6:2 (Fall 2002): 37–46.

James Webb Young, A Technique for Producing Ideas, 3d ed. (Chicago: Crain Books, 1975).

John Eighmy, The Creative Work Book (Iowa City: University of Iowa, 1998),1.

Thomas Russell and Glenn Verrill, Kleppner’s Advertising Procedure, 14th ed. (Upper Saddle River, NJ: Prentice Hall, 2002), 457.

Linda Convey Correll, «Creative Aerobics: A Technique to Jump-Start Creativity», Proceedings of the American Academy of Advertising Annual Conference, Carole M. Maclin, ed. (Richmond, VA:, 1997): 263–64.

Shery J. Broyles, «The Creative Personality: Exploring Relations of Creativity and Opennes to Experience», из неопубликованной докторской диссертации, Southern Methodist University, Dallas, 1995.

Broyles, «The Creative Personality».

A.Kendrick, D. Slayden, and S. J. Broyles, «Real Worlds and Ivory Towers. A Survey of Top Creative Directors», Journalism and Mass Communication Educator 51(2) (1996a): 63–74; A.Kendrick, D. Slayden, and S. J. Broyles, «The Role of Universities in Preparing Creatives: A Survey of Top U. S. Agency Creative Directors», Proceedings of the 1996 Conference of the American Academy of Advertising, ed. G. B. Wilcox (Austin: University of Texas, 1996 b): 100–106.

Graham Wallas, The Art of Thought (New York: Harcourt Brace, 1926); Alex F. Osborn, Applied Imagination, 3d ed. (New York: Scribner’s, 1963).

Sandra Moriarty and Brett Robbs, «Advertising», Encyclopedia of Creativity, Vol.1 (San Diego, CA: Academic Press, 1999), 23–29.

William Wells, «How Advertising Works», speech to the St. Louis AMA, September 17, 1996.

Blythe Yee, «Ads Remind Women They Have Two Hands», Wall Street Journal (August 14, 2003): B5.

Jane Levere, «Celebrities Help Publisize National Parks», The New York Times Direct, August 5, 2003, [email protected].

Stuart Elliott, «The Risky Business of ‘Shockvertising’», The New York Times Direct, February 10, 2004, [email protected].

Rick Boyko, «Re-defining the ad», one.a magazine (Winter 2003): 4–5.

Betsy Sharkey, «Super Anst», Adweek (January 24, 1993): 24–33.

Yumiko Ono, «Some Times Ad Agencies Mangle English Deliberately», Wall Street Journal (November 4, 1997): B1.

David Ogilvy, Ogilvy on Advertising (New York: Vintage, 1985).

Cynthia Crossen, «Clever Line/Make Us Crave/Return to Days/Selling Burma-Shave», Wall Street Journal (August 20, 2003): 1A.

Sandra Dallas, «Road to Pave? Remember Burma-Shave!» Business Week (December 30, 1996): 8; Frank Rowsome Jr., The Verse by the Side of the Road (New York: Dutton, 1965).

Paul D. Bolls and Ribert F. Potter, «I Saw It on the Radio: The Effects of Imagery Evoking Radio Commercials on Listeners’ Allocation of Attention and Attitude toward the Ad», Proceeding of the Conference of the American Academy of Advertising, Darrel D. Muehling ed. (Lexington, KY, 1998), 123–30.

Peter Hochstein, «Ten Rules for Making Better Radio Commercials», Ogilvy & Mather’s Viewpoint (1981).

Адаптировано из A. Jerome Jewler and Bonnie Drewniany, Creative Strategy in Advertising, 7th ed. (Belmont, CA: Wadsworth, 1992): 164–65.

Адаптировано из John Barnett and Sandra Moriarty, Marketing Communications: An Integrated Approach (Upper Saddle River, NJ: Prentice-Hall, 1998), 296–97.

Blessie Miranda and Kuen-Hee Ju-Pak, «A Content Analysis of Banner Advertisements: Potential Motivation Features», Annual Confernce Baltimore, AEJMC, August 1998.

Sandra Dolbow, «Brand Builders», Brandweek (July 24, 2000): 19.

Sandra Ernst Moriarty, The ABC of Typography, 2nd ed. (Glenbrook, CT: Art Direction Book Company, 1996).

Noreen O’Leary, «Legibility Lost», Adweek (October 5, 1987): D7.

Steve Jarius, «Marketing Issues Raised by LPFM Stations», Marketing News (August 28, 2000): 7.

Lisa Spiller and Martin Baier, Contemporary Direct Marketing, (Upper Saddle River, NJ: Prentice Hall, 2004).

Pradeep K. Korgaonkar, Eric J. Karson, and Ishael Akaah, «Direct Marketing Advertising: The Assents, the Dissents, and the Ambivalents», Journal of Advertising Research (Sempember/October 1997): 41–45.

Spiller and Baier, 44.

Matt Hasan, «Ensure success of CRM with a change in mindset», Marketing News (April 14, 2003): 16.

Daniel Lyons, «Games Dealer Play», Forbes (October 18, 1998): 132–34.

Stan Rapp and Tom Collins, Maximarketing (New York: McGraw-Hill, 1987).

Dean Rieck, «10 Basics for Writing Better Letters», Direct Marketing 3 (12) (April 2001): 52–53, 62.

Khozen Merchant, «Telesales called to account», Financial Times (March 29, 2004): 20.

Jonathan D. Salant, «Rules Require telemarketer identification», Boulder Daily Camera (January 29, 2004): 4E.

David Streitfeld, «Marketers dialing before Oct.1», Boulder Sunday Camera (August 24, 2003): F1.

Christine Tatum, «No-call lists force sellers to adjust», The Denver Post (January 25, 2004): 1K.

«Telemarketing Sales Rule Reaces Fifth Anniversary», Direct Marketing 64 (2) (June 2001): 8.

Stan Rapp and Tom Collins, Maximarketing (New York: McGraw-Hill, 1987).

Lance Arthur, «Clear cut lessons foe effective E-mail», Direct Marketing 64 (1) (May 2001): 6263.

«Targeting spammers», Boulder Daily Camera (December 26, 2003): 18A.

Dennis Berman, «Could Spam One day End Up Crushed Under Its own Weight?» (August 25, 2003): B1.

Fiona Harvey and Scott Morrison, «Amazon steps up fight against junk e-mail with legal action on ‘spoofers’» Financial Times (August 27, 2003): 1.

Clint Talbott, «‘Spam king’ didn’t opt for this call», Boulder Daily Camera (January 30, 2004): 5B.

Janis Mara, «E-mail Direct», Adweek (April 10, 2001): 116–17.

Davib McNickel, «Deeper, Closer, Faster, Smarter», AdMedia (April 2003): 36.

Russ Brown, «Sales Promotion», Marketing & Media Decisions (February 1990): 74.

Council of Sales Promotion Agencies, Shopping the Future of Sales Promotion (1990): 3.

2001 Annual Report, Promo (May 1, 2001),?? www,industryclick.com/magazinearticle.asp?magazinearticleid=99739&.

«Upward Bound,» Promo, April 1, 2004, http://promomagazine.com/mag/marketing_upward_bound/index.html.

«Upward Bound».

«Upward Bound».

Dave Carpenter, «McDonald’s unweils new game, but stock hits 10-year low», The Associated Press State & Local Wire (March 6, 2003), http://web.lexis-nexis.com/universe/document?_m=e0607584954c0d52b07aa058.

«Entertainment Marketing Awards: Who’s Who», Promo Special Reports, May 1, 2001, www.industryclick.com/Microsites/Newsarticle.asp?newsarticled=218986&srid=.

Matthew Kinsam, «The Last Stand», Promo (January 2001): 29–34.

Sam Walker, «The Bankers Behind the Woman», Wall Street Journal (May 23, 2003): W5.

Christine Tatum, «Firms more thoughtful in sponsoring of events», Denver Post (August 8, 2003): 4.

Emiko Terazono, «Ambush marketing tactics to be kicked into touch», Financial Times (September 2, 2003): 9.

«The Boomer Esiason foundation and Johnsonville Sausage Team Upfor Monday Night Football», PR Newswire, September 4, 2003, http://prnewswire.com.

«Upward Bound».

Elizabeth Boston, «Heineken Aims to Nab ‘Matrix’ Ad Limelight», Advertising Age (May 26, 2003): 30.

Dan Hanover, «We Deliver», Promo (March 2001): 43–45.

Bob Tedeschi, «A Growing Ad Strategy: ‘Click to Win!’» New York Times, August 21, 1998, www.nytimes.com/library/tech/98/08/cyber/articles

«Walking the Tight Rope», Promo (March 2001): 48–49.

Samantha Critchell, «Bad girl biker look popular for fall», Boulder Daily Camera (August 28, 2003): 4D.

Jacques Chevron, «Branding and Promotion: Uneasy Co-habitation», Brandweek (September 14, 1998): 24.

Scott Hume, «Rallying to Brand’s Resque», Advertising Age (August 13, 1990): 3.

Jon Kramer, «It’ time to Tie the Knot with Promotion», Integrated Marketing and Promotion,» (September/October 1998): 77.

2001 Annual Report, Promo.

www.psa.org/pressroom/aboutpr.html.

Martin Sorrell, «Assessing the State of Public Relations», The Strategist vol. 3(4) (Winter 1998), 48.

Doug Newsom, Alan Scott, and Judy Van Slyke Turk, This Is PR: The Realities of Public Relations, 4th ed. (Belmont, CA: Wadsworth, 1989), 99.

Claire Atkinson, «Rubinstein: PR Maestro», Advertising Age (October 11, 2004): 46.

Jackmes Lukaszewski, «Chief Integrity Officer is tailor-made for PR», Odwyer’s PR Services Report (March 2004): 8.

Tom Duncan and Sandra Moriarty, Driving Brand Value (New York: McGraw-Hill, 1997).

Luckaszewsky.

Kirk Hallahan, «No, Virginia, It’s Not True What They Say about Publicity’s “Implied Third-Party Endorsement” Effect», Association for Education in Journalism and Mass Communication Annual Conference (August1998, Baltimore, MD): 13.

Thomas L. Harris, Value-Added Public Relations: The Secret Weapon of Integrated Marketing (Lincolnwood, IL: NTC Business Books, 1998).

Sandra Moriarty, «IMC Needs PR’s Stakeholder Focus», AMA Marketing News (May 26, 2003), 115.

Fraser P. Seitel, The Practice of Public Relations, 9th. ed.(Upper Saddle River, NJ: Prentice Hall, 2003), 115.

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Barbara Palframan-Smith, «Employee Connection», Communication World (March-April 2004): 7.

Bernard Charkand, «How Can Communicators Bridge the Gap Between Executives and Employees: Australia», Communication World (March-April 2004): 12.

Erwin Bettinghaus and Michael Cody, Persuasive Communication, 5th ed. (Fort Worth: Harcourt Brace, 1994), 7.

Tamara Gillis, «In Times of Change, Employee Communication Is Vital to Sucesfull Organizations», Communication World (March-April 2004): 8.

E. W. Brody, «Have Made the Transition? Are You Practicing Public Relations In the 21st Century Rather Than the 20th?» Public Relations Quarterly (Spring 2004): 7–9.

Claire Atkinson, «PR Firms Praise Janet Jackson Breast Stunt», AdAge.com, February 9, 2004, http://www.adage.com/newscoms?newsid=39756.

Harris.

Alyse R. Gotthoffer, «Exploring the Relevance of Localization in Anti-Drinking and Driving PSAs», in The Proceedings of the American Academy of Advertising Conference, Dan-el D. Muehling, ed. (Lexington KY, 1998), 214.

Edward A. Faruolo, «A Business of Caring», The Advertiser (October 1998): 36–40.

Thomas Harris, «iPod, Therefope iAm», ViewsLetter (September 2004): 3.

Cathy Cripps, «PR is more than just media», письмо редактору, Advetising Age (October 11, 2004): 24.

Andrea Tanner, «Communicating Health Information and Making the News», Public Relations Quarterly (Spring 2004): 36.

Carole Howard, «Working Wih Reporters: Mastering the Fundamentals to Build Long-Term Relationships», Public Relations Quarterly (Spring 2004): 36.

Fraser P. Seitel, «E-mail News Releases2, O’Dwyer’s PR Wservices Report (March 2004): 37.

Anne R. Owen, «Avant Garde or Passe: Using Video News Releases Internationally», in The Proceedings of the American Academy of Advertising Conference, Carole M. Macklin, ed., St. Louis:, 1997, 290.

Brody, 7–9.

Ben Tyson Sativa Ross, Steve Broderick, Susan Westa, «Getting Viewers to Your Website: A Study of direcu Mail CD-Rom Effectiveness», Public Relations Quarterly (Spring 2004): 18–23.

Marcia Xenitelis, «How Can Communicators Bridge the Gap Between Executives and Employees: Australia», Communication World (March-April 2004): 7.

Seitel, The Practice of Public Relations, 441.

Candace White and Niranjan Raman, «The World Wide Web as a Public Relations Medium», Association for Education in Journalism and Mass Communication Annual Conference (August 1998, Baltimore, MD).

Michelle O’Malley and Tracy Irani, «Public Relations and the Web: Measuring the Effect of Interactivity, Information, and Access to Information in Web Sites», AEJMC Conference, Baltimore, MD, August 1998.

Seitel, The Practice of Public Relations, 447.

Jill Whalen, «Online Public Relations», High Ranking Advisor, Issue 109, August 18, 2004 (http://www.highrankings.com/issue109.htm)

Michael Markowitz, «Fighting Cyber Sabotage», Bergen Record (October 4, 1998); retrieved online at http://www.bergen.com/biz/online04199810041.htm.

James E. Grunig, Excellence in Public Relations and Communication Management (Hillsdale, NJ: Erlbaum, 1992).

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Stewart Elliott. «Luring Customers With Bait From the Future», New York Times, September 9, 2003, [email protected]

Jerome Jeweler and Bonny L. Drewniany, Creative Strategy in Advertising, 7th ed. (Belmont, CA: Wadsworth, 2001), 240–44.

Lorri Grant, «Retailers take a novel approach to advertising», Salt Lake Tribune (June 22, 2003): E2.

John A. Koten, «The Strategic Uses of Corporate Philantropy», in the Handbook of Strategic Public Relations and Integrated Communications, Clarke L. Caywood, ed. (New York: McGraw-Hill, 1997), 149.

«1999 Midsize Agency of the Year: Cone,» Inside PR (Winter 1999): 11.

Tom Duncan and Sandra Moriarty, Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships (New York: McGraw-Hill, 1997), 1997.

Nick Chiarelli, «Has the global consumer changed?» Admap (May 2003): 29–31.

Theodore Levitt, «The Globalization of Markets», Harvard Business Review (May-June 1983): S8–S9.

Philip Kotler, Marketing Management, 6th ed. (Englewood Cliffs, NJ: Prentice-Hall, 1988).

Morgen Witzel, «The quantifier of culture», Financial Times (August 26, 2003): 7.

Chiarelli, 29–31.

P&R External Relations Department and Jack Neff, «P&G Flexes Muscle for Global Branding», Advertising Age (June 3, 2002): 53.

Warren Kreegan and Mark Green, Global Marketing, 3rd ed. (Upper Saddle River NJ: Prentice Hall): 524–25.

Barbara Mueller, Dynamics of International Advertising (New York: Peter Lang, 2004).

Geoffrey Fowler, «China Cracks Down on Commercials», Wall Street Journal (February 19, 2004): B7.

Edward Hall, Beyond Culture (Garden City, NY: Anchor Press/Doubleday, 1976).

Colin Grimshaw, «Why Global Firms Need Local Media», Marketing (May 15, 2003): 27.

Geoofrey Fowler, «China’s Edgey Advertising», Wall Street Journal (October 27, 2003): B1.

Michael Solomon, Conquering Consumerspace: Marketing Strategies for a Branded World (New York: American Management Association, 2003); Arundhati Parmar, «Global youth united», Marketing News (October 26, 2002): 1, 49.

Там же.

Katherine Frith and Barbara Mueller, Advertising and Societies: Global Issues (New York: Peter Lang, 2002).

Andreas Grein and Stephen Gould, «Globally Integrated Marketing Communications», Journal of Marketing Communications (2: 1996): 141–58.

Tim Burt, «Veteran leads MTV’s attack», Financial Times (August 12, 2003): 6.

David Brandt and Dave Walker, «Copy Testing Under the Gun?» Ipsos Ideaas (August/ September, 2003): 3.

Tim Huberty, «Who’s Who in Ad Copytesting», Quirk’s Marketing Research Review (March 2002), www.quirks.com.

Charles E. Young, «Capturing the Flow of Emotion in Television Commercials: A New Approach», Journal of Advertising Research (June 2004): 202–09; Chuck Young and John Kastenholz, «Emotion in TV ads», Admap (January 2004): 40–42.

John Philip Jones, When Ads Work: New Proof That Advertising Triggers Sales (New York: Lexington Books, 1995).

Erwin Ephron, «Media Audit’s time is Come», Advertising Age (September 2, 2002): 16.

Richard Linnett, «Nissan Seeks Media Audit for $1B Acc’t», Advertising Age (January 5, 2004): 1, 24; Jack Feuer, «P&G Looks Outside For Media Auditing», Adweek (May 26, 2003): 6.

Julie Zdriarzki, «Evaluating Sponsorships», Promo (March 2001): 92–93.

Там же.

Jeff Miller, «Media measurement: it’s more than looking at ROI», O’Dwyer’s PR Services Report (March 2004): 13.

Там же.

Peter Vogt, «Awareness to Action», Communication World (March-April 2004): 22–26.

Jones, 1995.

Tom Duncan and Sandra Moriarty, Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships (New York: McGraw-Hill, 1997).

Lynn G. Coleman, «The Crunch Has Come», Marketing News (March 4, 1991): 16.

Warren Keegan and Mark Green, Global Marketing, 3rd ed. (Upper Saddle River, NJ: Prentice Hall, 2003), 241.