Уильям Уэллс - Реклама. Принципы и практика

Tobi Elkin, «Marketing Beyond the Pop-Up», Advertising Age (May 10, 2003): 4.

Brian Steinberg and Suzanne Vranica, «Burger King Seeks Some Web Heat», Wall Street Journal (April 15, 2004): B3.

Laura Rich, «That’s Advertainment», The Industry Standard (June 25, 2001): 60–62.

Randall Rothenberg, «Ad of the Month», Fast Company (March 2003): 40.

«AmEx Plans Jerry Seinfeld-Meets– Superman Internet Show», Advertising Age , February 4, 2004, AdAge.com.

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.

Richard Linnett, «Starcom’s Play Targets Gamers», Advertising Age (June 9, 2003): 3.62.

Delaney and Guth.

Pamela Paul.

Marcia Dunn, «The Space for Sale», Sunday Camera (October 14, 2001): IDD.

Mark Harper, «Mobile Campaign Rootes Around for Truth in Politics», Daytona Beech News-Journal (May 26, 2004): 3c.

«Best Practice: Television Planning», Admap (June 2002): 11–12.

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.

Admap .

Ian Brace and Louise Edwards, «Can Advertising Reach Everybody?» Adweek (July/August, 2002):26–28.

«The Medium Shapes the Message», Business 2.0 (July, 2003): 32.

Maura Clancey and Gale Metzger, «Building Survey-based, Media-mix Tool», Admap (June 2002): 47–49.

Hank Bernstein and Kate Lynch, «Media Scheduling and Carry-over Effects», Admap (October 2002): 40–42.

Kate Fitzgerald, «Trolling for Media Plan’s Role», Advertising Age Special Report (March 3, 2003): S10–S12.

Claire Atkinson, «Coke Catapults Starcom MediaWest», Advertising Age (February 9, 2004): S6, S10.

Bardley Johnson, «Cracks in the foundations», Advertising Age (December 8, 2003): 1, 10.

Don E. Schultz, «Outdated Approach to Planning Needs Revamping», Marketing News (November 11, 2002).

Clancey and Metzger.

A.Jerome Jewler and Bonnie L. Drewniany, Creative Strategy in Advertising (Belmont, CA: Wadsworth/Thompson Learning, 2001), 3.

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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.

James Webb Young, A Technique for Producing Ideas , 3d ed. (Chicago: Crain Books, 1975).

John Eighmy, The Creative Work Book (Iowa City: University of Iowa, 1998),1.

Thomas Russell and Glenn Verrill, Kleppner’s Advertising Procedure , 14th ed. (Upper Saddle River, NJ: Prentice Hall, 2002), 457.

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.

Shery J. Broyles, «The Creative Personality: Exploring Relations of Creativity and Opennes to Experience», из неопубликованной докторской диссертации, Southern Methodist University, Dallas, 1995.

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Sandra Moriarty and Brett Robbs, «Advertising», Encyclopedia of Creativity , Vol.1 (San Diego, CA: Academic Press, 1999), 23–29.

William Wells, «How Advertising Works», speech to the St. Louis AMA, September 17, 1996.

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

Jane Levere, «Celebrities Help Publisize National Parks», The New York Times Direct, August 5, 2003, NYTDirect@nytimes.com.

Stuart Elliott, «The Risky Business of ‘Shockvertising’», The New York Times Direct, February 10, 2004, NYTDirect@nytimes.com.

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

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

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

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

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

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).

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.

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

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