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1.              Roger Barton «Media in advertising», New York, 1964.

2.              Donald W. Jugenhiemer, Lee F. Young «Advertising media: strategy and tactics», Dubuque, IA, 1992.

3.              Leo Bogart «Strategy in advertising», NTC Business Books, 1984.

4.              Jack Sissors, Lincoln Bumba «Advertising Media Planning», NTC Business Books, 1989.

5.              Don E. Schultz «Strategic advertising campaigns», NTC Business Books, 1990.

6.              Wally Wood «Update: single source», Marketing and Media Decisions, 1989.

7.              Ian Linton, Kevin Morley «Integrated Marketing Communications», Oxford, 1995.

8.              Tom Brannan «A practical guide to integrated marketing communications», London, 1995.

9.              Herbert E. Krugman «What makes advertising effective?», Harvard Business Review, 1975.

10.        Dennis H. Gensch «Computer Models in advertising media selection», Journal of marketing research, 1990, # 3–6.

11.        Joe Mandese «Print media: a proposal to ease advertiser access to public», Marketing and Media decisions, Sept., 1999.

12.        Peter D. Bennet «Dictionary of marketing terms», Chicago, 1988.

13.        Ray O. Werner «Legal developments in marketing», HBR.

14.        James Bettman «An information procesing theory of consumer choice» Addison-Wesley, 1980.

15.        Anthony McGann, Thomas Russell «Advertising Media», Irwin, 1988.

16.        Leonard Lodish «The advertiasing and promotion challenge», Oxford, 1986.

17.        Rudolph Flesh «The art of readable writing», New York, 1980

18.        A. Barban, S. Cristol, F. Kopec «Essentials of Media Planning», NTC, 1998.

19.        David Aaker, John Myers «Advertising Management Practical Perspectives», Prentice-Hall, 1987.

 

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