The Applicability of Commercial Advertising Theory to Social Marketing: Two Case Studies of Current Australian Social Marketing Campaigns

Carroll T. Lum M. Taylor J. Travia J. (2000). Research summary: Evaluation of the launch phase of the National Alcohol Campaign.Sydney, Australia: Commonwealth Department of Health and Aged Care.

Donovan R. J. Rossiter J. R. (1998). Applying the Rossiter-Percy model to social marketing communications. In Nelissen W. Kuelle H. (Eds), De Transactionele Overheid (pp. 186–198). Utrecht, Netherlands: Kluwer.

Rossiter J. R. Donovan R. J. Jones S. C. (2000). Applying the Rossiter-Percy model to social marketing communications. In O'Cass A. (Ed), Proceedings of the Australian & New Zealand Marketing Academy Conference 2000.Gold Coast, Australia: Griffith University School of Marketing & Management.

Rossiter J. R. Percy L. (1997). Advertising communications and promotion management.New York: McGraw-Hill.