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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.

208

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

209

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

210

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

211

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

212

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

213

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

214

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

215

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

216

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).

217

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.

218

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

219

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

220

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

221

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

222

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

223

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

224

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

225

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

226

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

227

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.

228

Spiller and Baier, 44.

229

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

230

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

231

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

232

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

233

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

234

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

235

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

236

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

237

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

238

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

239

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

240

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

241

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

242

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

243

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

244

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

245

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

246

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

247

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

248

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

249

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

250

«Upward Bound».

251

«Upward Bound».

252

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.

253

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

254

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

255

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

256

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

257

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

258

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

259

«Upward Bound».

260

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

261

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

262

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

263

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

264

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

265

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

266

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

267

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

268

2001 Annual Report, Promo.

269

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

270

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

271

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

272

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

273

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

274

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

275

Luckaszewsky.

276

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.

277

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

278

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

279

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

280

Prema Naktra, «Corporate Reputation Management: ‘CRM’ with a Strategic Twist?» Public Relations Quarterly 45(2) (Summer 2000): 35.

281

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

282

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

283

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

284

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

285

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.

286

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

287

Harris.

288

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.

289

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

290

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

291

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

292

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

293

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

294

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

295

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.

296

Brody, 7–9.

297

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.

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