Marketing

Naik , and Raman ‘Understanding the impact of Synergy in Multimedia Communications’, Journal of Marketing Research, November 2003, Vol. 40, Issue 4, p. 375.

Franke Huhmann , and Mothersbaugh ‘Information Content and Consumer Readership of Print Ads: A Comparison of Search and Experience Products’, Journal of the Academy of Marketing Science, Vol. 32, No. 1, Winter 2004.

The Advertising Association, Marketing Pocket Book, World Advertising Research Centre, Henley on Thames, 2004.

The Advertising Association, Marketing Pocket Book, World Advertising Research Centre, Henley on Thames, 2004.

Campbell Keller , Mick , and Hoyer ‘Brand Familiarity and Advertising Repetition Effects’, Journal of Consumer Research, Vol. 30, Issue 2, September 2003, p. 292.

Ailawadi Neslin , and Lehmann ‘Revenue Premium as an Outcome Measure of Brand Equity’, Journal of Marketing, Vol. 67, Issue 4, October 2003, p. 1.

De Mortanges , and Van Riel Brand Equity and Shareholder Value’, European Management Journal, Vol. 21, No. 4, p. 521.

Young , and Rubicam BAV Brand Asset Valuator white paper, 2000. Retrieved from the Internet: http://www.yr.com/knowledge/YR-BAV-white-paper.pdf. Aaker, David, ‘The Power of the Branded Differentiator’, MIT Sloan Management Review, Vol. 45, Issue 1, Fall 2003, p. 83.