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).
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.
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.
