Реклама. Принципы и практика - Уильям Уэллс

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298

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

299

Seitel, The Practice of Public Relations, 441.

300

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).

301

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.

302

Seitel, The Practice of Public Relations, 447.

303

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

304

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

305

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

306

Kimberly Gill, «Searching for Excellence in Public Relations», Association for Education in Journalism and Mass Communication Annual Conference, Public Relation Division, Baltimore, MD, August 1998.

307

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

308

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

309

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

310

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.

311

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312

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

313

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

314

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

315

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

316

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

317

Chiarelli, 29–31.

318

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

319

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

320

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321

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

322

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

324

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

325

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.

326

Там же.

327

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

328

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

329

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

330

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331

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

332

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.

333

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

334

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

335

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.

336

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

337

Там же.

338

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

339

Там же.

340

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

341

Jones, 1995.

342

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

343

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

344

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