К главе 15

¹ Kevin Goldman, «Consumers Like Print Ads Better Than Those on TV, Study Says,» Wall Street Journal, 6 June 1995, B9.

² Advertising Age Yearbook (January 1982): 173.

³ William Spain, «In General, Where Are The readers?» Advertising Age, October 14, 1996, S6.

⁴ Elisabeth Gleick, «Read All About It,» Time, October 21, 1996, 66-69.

⁵ Elisabeth H. Weise, «On-Line Magazines. Will readers Still Want Them After The Novelty Wears Off?», Marketing News, January 29, 1996, 1, 14.

⁶ Alan Guttesman, «A Bright Future For a Change,» Adweek, September 9, 1996, 6-9.

⁷ Joe Mandese, «Going Public: A Proposal to Ease Advertiser Access to Public TV Stations Could Open the Medium to More Messages,» Maiketing and Media Decisions, September 1990, 34-35.

⁸ Scott Donaton, «The Next 50 Years», Advertising Age (Spring 1995): 54.

К главе 16

¹ Bickley Townsend, «The Media Jungle,» American Demographics (December 1988): 8.

² Anthony F. McGann and J. Thomas Russell, Advertising Media, 2^nd ed. (Homewood, Ill.: Irwin, 1988).

³ David A. Aaker and John G. Myers, Advertising Management, 4^th ed. (Englewood Cliffs, NJ: Prentice-Hall, Inc., 1990).

⁴ Herbert E. Krugman, «What Makes Advertising Effective⁹», Harvard Business Review (March/April 1975): 96-103.

⁵ Dennis H. Gensch, «Computer Models in Advertising Media Selection», Journal of Marketing Research 5 (November 1968): 423-4.

К главе 17

¹ Donald C. Marschner, «Theory Versus Practice in Allocating Advertising Money,» Journal of Business 40 (July 1967): 286-302.

² Gary L. Lilien et al., «Industrial Advertising Effects and Budgeting Practices,» Journal of Marketing 40 (January 1976): 16-24.

³ Leonard M. Lodish, The Advertising and Piomotion Challenge (New York: Oxford University Press, 1986), 92-4.

⁴ Dagmar Mussey, «Selling Esteemed Watch With Lmiited Ad Budget,» Advertising Age, February 12, 1996, 18.

⁵ Ovid Rio, The Dartnell Sales Promotion Handbook, 7th ed. (Chicago. The Dartnell Corp., 1987), 91-2.

⁶ Julian L. Simon, «Are There Economies of Scale in Advertising?» Journal of Advertising Research (June 1965): 15-20.