Реклама. Принципы и практика [заметки]

1

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9

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12

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13

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14

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15

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16

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17

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18

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19

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20

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21

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22

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23

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

24

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25

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26

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27

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28

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29

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30

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31

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32

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33

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34

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35

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36

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37

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38

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

39

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Kwangok Kim, «The Culture Clash in Television Commercials: Mainstreaming Black Stereotypes into Primetime Prototypes», unpublished manuscript, (2003).

40

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

41

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

42

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

43

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

44

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).

45

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

46

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

47

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.

48

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

49

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

50

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

51

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

52

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.

53

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.

54

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.

55

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56

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

57

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58

Peck, 2004.

59

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60

Simon London, «Choked by a data surfeit», Financial Times (January 29, 2004, 9).

61

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62

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63

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64

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65

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66

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67

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

68

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

69

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70

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

71

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

72

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

73

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

74

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

75

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

76

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

77

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

78

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

79

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

80

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

81

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

82

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

83

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

84

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

85

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.

86

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

87

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

88

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

89

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

90

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.

91

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

92

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

93

«Analysis of Commercials: OnStar and Batman», http://student.claytonstate.net/~csu11197/3901/project1/.

94

Roger Wimmer and Josef Dominick, Mass Media Research, 7th ed. (Belmont CA: Wadsworth/Thomson Learning, 2003).

95

Weiss.

96

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

97

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.

98

Susan Mendelsohn, личное сообщение, December 20, 2003.

99

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

100

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

101

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.

102

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103

Sayre, 20.

104

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105

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106

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107

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

108

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

109

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

110

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

111

Mendelsohn.

112

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.

113

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114

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

115

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116

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117

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118

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.

119

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120

Susan Mendelsohn, personal communication, January 8, 2004.

121

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122

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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

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130

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

131

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132

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133

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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

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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

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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

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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.

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.

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

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

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

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

321

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

322

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

323

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

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

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.