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2 ibid. — 1990. — January 10. — P. C6.

3 Clarke D.G. Econometric Measurement of the Duration of Advertising Effect on Sales //Journal of Marketing Research. — 1986. — 13. № 11. - P. 345-357.

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8. Tellis G. Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice // Journal of Marketing Research. - 1988. — 25, № 5. - P. 134-144.

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17. Там же. - С. 83.

18. Там же. - С. 73.

19. Halbert M. What Do We Buy with an Advertising Dollar? — Oxford, Ohio, 1961. - May. (Доклад, представленный на 9-м ежегодном семинаре по маркетинговому управлению, Университет Майами.)

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21. Bogart L. Strategy in Advertising. — New York: Harcourt Brace Jovanovich, 1967.

22. Morgan A.L. Who's Killing the Great Advertising Campaigns of America? // Journal of Advertising Research. -1984/1985. - № 12/1. - P. 33-37.

23. Maloney J.C. Attitude Measurement and Formation. - Chicago, April 21, 1966. (Статья пред­ставлена в Test Market Design and Measurement Workshop, American Marketing Association.)

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25. Hardy A. GM's New Philosophy for Developing and Assessing Effective Advertising. — '988-~ June 8.