Building strong brands in a modern marketing communications environment

References

• Aaker , D.A. 1991 . Managing brand equity , New York : Free Press .
   Google Scholar
• Aaker , D.A. 1996 . Building strong brands , New York : Free Press .
   Google Scholar
• Aaker , D.A. and Joachimsthaler , E. 2000 . Brand leadership , New York : Free Press .
   Google Scholar
• Acohido , B. 2004 . Rich media enriching PC ads . USA Today , : 3B February 25
   Google Scholar
• Applebaum , M. 2006 . A matter of timing . Brandweek IQ , : 22 – 4 . July 10
   Google Scholar
• Bennett , P.D. , ed. 1995 . Dictionary of marketing terms , Chicago, IL : American Marketing Association .
   Google Scholar
• Bianco , A. 2004 . The vanishing mass market . BusinessWeek , : 60 – 8 . July 12
   Google Scholar
• Briggs , R. and Stuart , G. 2006 . What sticks: Why most advertising fails and how to guarantee yours succeeds , New York : Kaplan Business .
   Google Scholar
• Duncan , T. 2005 . IMC: The new principles of advertising and promotion , 2nd ed. , Boston, MA : McGraw-Hill/Irwin .
   Google Scholar
• Duncan , T. and Moriarty , S. 2006 . “ How integrated marketing communication's ‘touchpoints’ can operationalize the service-dominant logic ” . In The service dominant logic of marketing: Dialog, debate, and directions , Edited by: Lusch , R.F. and Vargo , S.L. Armonk, NY : M.E. Sharpe .
   Google Scholar
• Duncan , T. and Mulhern , F. 2004 . “ A white paper on the status, scope, and future of IMC ” . March. Daniels College of Business at the University of Denver
   Google Scholar
• Edell , J.A. and Keller , K.L. 1989 . The information processing of coordinated media campaigns . Journal of Marketing Research , 26 : 149 – 63 . May
   Web of Science ®Google Scholar
• Edell, J.A., and K.L. Keller. 1999. Analyzing media interactions: The effects of coordinated TV–print advertising campaigns. Marketing Science Institute report no. 99–120.
   Google Scholar
• Elliott , S. 2006 . Nike reaches deeper into new media to find young buyers . Wall Street Journal , October 31
   Google Scholar
• Hein , K. 2007 . Industry turns page on page view stats . Brandweek , : 6 June 4
   Google Scholar
• Hoeffler , S. and Keller , K.L. 2003 . The marketing advantages of strong brands . Journal of Brand Management , 10 ( 6 ) : 421 – 45 .
   Google Scholar
• Janiszewski , C. and van Osselaer , S.M.J. 2000 . A connectionist model of brand-quality associations . Journal of Marketing Research , 37 : 331 – 50 . August
   Web of Science ®Google Scholar
• Judge , P.C. 2001 . Will on-line ads ever click? . Fast Company , : 181 – 92 . March
   Google Scholar
• Kapferer , J.-N. 2005 . The new strategic brand management , London : Kogan-Page .
   Google Scholar
• Kaplan Thaler , L. and Koval , R. 2003 . Bang! Getting your message heard in a noisy world , New York : Currency .
   Google Scholar
• Keller , K.L. 1996 . “ Integrated marketing communications and brand equity ” . In Integrated marketing communications , Edited by: Moore , J. and Thorson , E. 103 – 32 . Mahwah, NJ : Lawrence Erlbaum Associates .
   Google Scholar
• Keller , K.L. 2001a . Building customer-based brand equity: A blueprint for creating strong brands . Marketing Management , : 15 – 19 . July/August
   Google Scholar
• Keller , K.L. 2001b . Mastering the marketing communications mix: Micro and macro perspectives on integrated marketing communication programs . Journal of Marketing Management , 17 : 819 – 48 . September
   Google Scholar
• Keller , K.L. 2007 . “ Advertising and brand equity ” . In Handbook of advertising , Edited by: Tellis , G.J. and Ambler , T. 54 – 70 . London : Sage Publications .
   Google Scholar
• Keller , K.L. 2008 . Strategic brand management: Building, measuring, and managing brand equity , 3rd ed. , Upper Saddle River, NJ : Prentice Hall .
   Google Scholar
• Kiley , D. 2005 . Hey advertisers, TiVo is your friend . BusinessWeek , : 97 – 8 . October 17
   Google Scholar
• Klaassen , A. 2006 . Major turnoff: McKinsey slam's TV selling power . Advertising Age , : 1, 33 August 7
   Google Scholar
• Kotler , P. and Keller , K.L. 2009 . Marketing management , 13th ed. , Upper Saddle River, NJ : Prentice-Hall .
   Google Scholar
• Luo , X. and Donthu , N. 2006 . Marketing's credibility: A longitudinal study of marketing communication productivity (MCP) and shareholder value . Journal of Marketing , 70 : 70 – 91 . (October)
   Web of Science ®Google Scholar
• Naik , P.A. 2007 . “ Integrated marketing communications: Provenance, practice and principles ” . In Handbook of advertising , Edited by: Tellis , G.J. and Ambler , T. 35 – 53 . London : Sage Publications .
   Google Scholar
• Naik , P.A. and Raman , K. 2003 . Understanding the impact of synergy in multimedia communications . Journal of Marketing Research , 40 : 375 – 88 . November
   Web of Science ®Google Scholar
• Naik , P.A. , Raman , K. and Winer , R. 2005 . Planning marketing-mix strategies in the presence of interactions . Marketing Science , 24 ( 10 ) : 25 – 34 .
   Google Scholar
• O'Leary , N. 2003 . The 30-second spot is dead, long live the 30-second spot . Adweek , November 17
   Google Scholar
• On-line Publisher's Association. 2002. OPA media consumption study, January 8.
   Google Scholar
• Pendleton , J. 2004 . Multi TASKERS . Advertising Age , : S1, S8 March 29
   Google Scholar
• Petrecca , L. 2006 . Product placement – you can't escape it . USA TODAY , : 1B, 2B October 11
   Google Scholar
• Roberts , J.L. 2006 . How to count eyeballs . Newsweek , : 42 November 27
   Google Scholar
• Schultz , D.E. , Tannenbaum , S.I. and Lauterborn , R.F. 1993 . Integrated marketing communications: Putting it together and making it work , Lincolnwood, IL : NTC Books .
   Google Scholar
• Smith, D.L., and K. McFee. 2003. Media mix 101: On-line media for traditional marketers, September. http://advantage.msn.com/articles/MediaMix101_2.asp (accessed June 23, 2008).
   Google Scholar
• Steel , E. 2007 . Advertising's brave new world . Wall Street Journal , : B1, B3 May 25
   Google Scholar
• Story , L. 2007a . Anywhere the eye can see, it's likely to see an ad . New York Times , January 15
   Google Scholar
• Story , L. 2007b . Viewers fast-forwarding past ads? Not always . New York Times , February 16
   Google Scholar