Уильям Уэллс - Реклама. Принципы и практика
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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).
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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.
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Chiarelli, 29–31.
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326
Там же.
327
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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
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Warren Keegan and Mark Green, Global Marketing, 3rd ed. (Upper Saddle River, NJ: Prentice Hall, 2003), 241.
