Реклама. Принципы и практика - Уильям Уэллс

119

«What Is Account Planning? (and what do account planners do exactly?)», Account Planning Group (APG), http://www.apg.org.uk.

120

Susan Mendelsohn, personal communication, January 8, 2004.

121

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.

122

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

123

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.

124

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

125

Duncan and Moriarty.

126

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

127

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

128

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

129

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

130

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

131

Magazine Reader Experience Study, Chicago: Northwestern University Media Management Center, www.mediamanagementcenter.org.

132

Anne Marie Kerwin, «Magazines BlastStudy Showing Reader Fallof», Advertising Age (March 8, 1999): 13, 55.

133

Elizabeth H. Weise, «On-Line Magazines: Will Readers Still WantThem after the Novelty Wears Off», The Marketing News (January 29, 1996): 1, 14.

134

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

135

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

136

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

137

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

138

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

139

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

140

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

141

Latour.

142

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

143

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

144

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

145

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

146

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

147

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

148

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

149

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

150

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.

151

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

152

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

153

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.

154

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

155

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

156

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

157

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

158

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

159

www.census.gov.

160

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

161

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

162

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

163

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

164

Lillkvist.

165

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

166

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

167

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

168

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

169

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

170

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

171

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.

172

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

173

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

174

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

175

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

176

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

177

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.

178

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

179

Delaney and Guth.

180

Pamela Paul.

181

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

182

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

183

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

184

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.

185

Admap.

186

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

187

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

188

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

189

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

190

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

191

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

192

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

193

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

194

Clancey and Metzger.

195

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

196

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).

197

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.

198

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

199

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

200

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

201

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.

202

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

203

Broyles, «The Creative Personality».

204

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.

205

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

206

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

207

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