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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.