Bibliography: Campaigns

Integrated Marketing Communication

• Belch, George E. & Belch, Michael A. (1995). Introduction to advertising and promotion. An integrated marketing communications perspective, 3rd ed. Chicago: Irwin.
• Engel, James F., Warshaw, Martin R. & Kinnear, Thomas C. (1994). Promotional strategy. Managing the marketing communications process. Burr Ridge, IL: Irwin.
• Northwestern University Medill School of Journalism (1995). Integrated marketing communications. Lincolnwood, IL: NTC Publishing.
• Schultz, Don E., Stanley E. Tannenbaum and Robert E. Lauterhorn (1993), Integrated Marketing Communications: Pulling It Together and Making It Work. Lincolnwood, IL: NTC Business Books.
• Tynan, Kevin B. (1994) Multi-channel marketing: Maximizing market share with an integrated marketing strategy. Chicago: Probus.

Advertising Campaigns

• Ind, Nicholas (1993). Great advertising campaigns. Goals and accomplishments. Lincolnwood, IL: NTC Publishing.
• Schultz, Don & Barnes, Beth (1995). Strategic advertising campaigns, 4th ed. Lincolnwood, IL: NTC Publishing.
• Schultz, Don & Tannenbaum, Stanley I. (1988). Essentials of advertising strategy. Lincolnwood, IL: NTC Publishing.
• Murphy, John H. (1993). Advertising and marketing communication management. Fort Worth, TX: Dryden.
• Taylor, James W. (1993). How to develop a successful advertising plan, 2nd ed. Lincolnwood, IL: NTC Publishing.

Public Relations Campaigns

• Kendall, Robert (1992). Public relations campaign strategies. New York: Harper Collins.
• Nager, Norman R. & Allen, T. Harrell (1995). Public relations management by objectives, updated ed. New York: Longman.
• Simmons, Robert E. (1990). Communication campaign management. A systems approach. New York: Longman.
• McElreath, Mark P. (1993). Managing systematic and ethical public relations. Madison, WI: Brown & Benchmark.

Information Campaigns (including Social Action/Health Campaigns)

• Pfau, Michael & Parrott, Roxanne (1993). Persuasive communication campaigns. Boston: Allyn & Bacon.
• Rice, Ronald E. and Charles K. Atkin (1989), Public Communication Campaigns, 2nd ed. Newbury Park, CA: Sage.
• Salmon, Charles T., ed. (1989), Information Campaigns: Balancing Social Values and Social Change. Newbury Park, CA Sage.

• Backer, Thomas E. and Everett M. Rogers (1993), Organizational Aspects of Health Communication Campaigns. What Works? Newbury Park,CA: Sage.
• Backer, Thomas E., Everett M. Rogers and Pradeep Sopory (1992), Designing Health Communication Campaigns: What Works? Newbury Park, CA: Sage.
• Kreps, Gary L. and Barbara C. Thornton (1992), Health Communication Theory & Practice, 2nd ed. Prospect Heights, IL: Waveland Press.
• Thornton, Barbara C. and Gary L. Kreps (1993), Perspectives on Health Communication. Prospect Heights, IL: Waveland Press.

Research

• Brody, E.W. & Stone, Gerald C. (1989). Public relations research. Westport, CT: Praeger.
• Broom, Glen M. & Dozier, David M. (1990). Research in public relations. Applications to program management. Englewood Cliffs, NJ: Prentice-Hall.
• Haskins, Jack B. & Kendrick, Alice (1992). Successful advertising research methods. Lincolnwood, IL: NTC Publishing

Public Media

Advertising--Creative

• Bendinger, Bruce (1993). The copy workshop workbook. Chicago: The Copy Workshop.
• Burton, Philip Ward (1991). Advertising copywriting, 6th ed. Lincolnwood, IL: NTC Publishing.
• Jewler, A. Jerome (1992). Creative strategy in advertising, 4th ed. Belmont, CA: Wadsworth.
• Strong, Leonard V. (1990). The how-to book of advertising, 3rd ed. Cambria, CA: Fairchild Publications.
• Moriarty, Sandra E. (1991). Creative advertising. Theory and practice. Englewood Cliffs, NJ: Prentice-Hall.

Advertising--Media Planning

• Barban, Arnold M., Jugenheimer, Donald W. & Turk, Peter B. (1989). Advertising media sourcebook. Lincolnwood, IL: NTC Publishing.
• Rust, Roland T. (1986). Advertising media models: A practical guide. Lexington, MA: Lexington Books.
• Sissors, Jack Z. & Bumba, Lincoln (1993). Advertising media planning, 4th ed. Lincolnwood IL: NTC Publishing.
• Surmanek, Jim (1993). Introduction to advertising media. Lincolnwood, IL: NTC Publishing.

Publicity/Public Relations

• Aronson, Merry & Spetner, Don (1993). The public relations writers handbook. New York: Lexington (Macmillan/Prentice-Hall)
• Brody, E.W. & Lattimore, Dan L. (1990). Public relations writing. Westport, CT: Praeger.
• Henry, Rene A. Jr. (1995). Marketing public relations. The HOWs that make it work. Ames, IA: Iowa State U. Press.
• Howard, Carole M. & Mathews, Wilma K. (1994). On deadline. Managing media relations, 2nd ed. Prospect Heights, IL: Waveland Press.
• Hunt, Todd & Grunig, James E. (1994). Public relations techniques. Fort Worth, TX: Harcourt Brace.
• Newsom, Doug & Carrell, Bob (1995). Public relations writing. Form & style, 4th ed. Belmont, CA: Wadsworth.
• Tucker, Kerry, Dorelian, Doris & Rouner, Donna (1994). Public relations writing. An issue-driven behavioral approach. Englewood Cliffs, NJ: Prentice-Hall.
• Wilcox, Dennis & Nolte, Lawrence W. (1995). Public relations. Writing and media techniques, 2nd ed. New York: HarperCollins.
• Yale, David R. (1991). The publicity handbook. How to maximize publicity for products, services and organizations. Lincolnwood, IL: NTC Publishing.

Controlled Media

Brochures and Newsletters

• Beach, Mark (1988). Editing your newsletter, 3rd ed. Coast to Coast Books.
• Bivins, Thomas & Ryan, William E. (1991). How to produce creative publications. Lincolnwood, IL: NTC Publishing.
• Bivins, Thomas (1991). Handbook for public relations writing. Lincolnwood, IL: NTC Publishing.

Direct Response

• Direct Marketing Creative Guild (1985). Direct marketing design: The graphics of direct mail and direct response marketing. New York: PBC International.
• Benson, Richard V. (1989). Secrets of successful direct mail. Lincolnwood, IL: NTC Publishing.
• Eicoff, Alvin (1995). Direct marketing through broadcast media. Lincolnwood, IL: NTC Publishing.
• Hodgson, Richard S. (1980). The Dartnell direct mail and mail order handbook. Chicago: Dartnell.
• Kobs, Jim (1992). Profitable direct marketing, 2nd ed. Lincolnwood, IL: NTC Publishing.
• Jones, Susan K. (1991). Creative strategy in direct marketing. Lincolnwood, IL: NTC Publishing.
• Jutkins, Ray (1995). Power direct marketing. How to make it work for you. Lincolnwood, IL: NTC Publishing.
• Stone, Bob (1994). Successful direct marketing methods, 5th ed. Lincolnwood, IL: NTC Publishing.

Sales Promotion

• Schultz, Don E. & Robinson, William A. (1982). Sales promotion management. Chicago: Crain Books.

Interactive Media

• Evans, Craig R. (1994). Marketing channels. Infomercials and the future of televised marketing. Englewood Cliffs, NJ: Prentice-Hall.
• Godin, Seth (1995). eMarketing. Reaping profits on the information highway. New York: Perigee/Berkley Publishing.
• Hoge, Cecil C. Sr. (1995). The electronic marketing manual. New York: McGraw-Hill.
• Janal, Daniel S. (1995). On-line marketing handbook. New York: von Nostrand Reinhold.

Events

• Carthewood, Dwight & Vankirk, Richard (1992). The complete guide to special events management. New York: John Wiley.
• Embley, L. Lawrence (1994). Doing well while doing good. Englewood Cliffs, NJ: Prentice-Hall.
• Schreiber, Alfred L. (1994). Lifestyle & events marketing. New York: McGraw-Hill.
• Soars, Eric J. (1991). Promotional feats: The role of planned events in the marketing communications mix. Westport, CT: Quorum Books.

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