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Grundlagen der Werbung: Anzeigen, Direktwerbung, E-Mail, Flugblätter, Hörfunk-Spots, Kataloge, Plakate, Prospekte, www

Wolfgang J. Nalepak

Wien: Ueberreuter, 2nd ed. (2000), 118 pp.

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Successful Newspaper Advertising: Building Financial Independence Through Ad Revenue

Chris Braithwaite, Amy Webb

Washington, DC: International Center for Journalists (ICFJ) (2000), 37 pp.

"The advice that follows comes from 25 years of experience in newspaper publishing, rather than from the academy. In fairness, the reader needs to know a bit about this experience, to test its relevance against his or her own circumstances. I founded the Chronicle in 1974 in a village of 1,000 peopl ... e in a county at the north end of one of America’s northern states, Vermont. The county has about 27,000 residents. By the standards of the United States it is not well off. It is bordered on the east by the last traces of the Appalachian Mountains, a worn old chain that continues down into America’s deep south, bearing pockets of rural poverty all along the way. The Chronicle is a weekly community paper with a paid circulation of about 8,000. An issue published a few years back in February, our slowest month of the year, consisted of 76 tabloid pages, of which 56 percent was advertising [...] A very different and much briefer experience I bring to this chapter is the time I spent in the countries of former Yugoslavia, from November 1997 through September 1998 as a Knight International Journalism Fellow. I talked with and attempted to offer helpful suggestions to the publishers of several independent newspapers scattered across Bosnia, Croatia, Macedonia, Montenegro and Serbia. What I mostly learned, of course, is that these publishers faced problems I had never encountered in my 35 years in the business, and devotedly hope I never will. But I was able to make a few general observations. These were courageous individuals; dedicated and experienced journalists. Most of them were going broke because they couldn’t sell enough advertising to pay the bills [...] Community newspapers have held their audience and advertisers better than most because they are intensely local, and some larger papers are trying to mimic that model (going “hyper-local”). Regardless, most newspapers can exploit online platforms as extensions of their printed editions. What follows is written in the hopeful belief that if publishers in emerging democracies embrace this role, and carry it to their potential advertisers, one small business at a time, they will have a fighting chance to construct a press which will be truly independent of the immense economic and political forces that attempt to control events across their nations, and across the world." (Introduction, pages 4-6) more

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Werbewirkungsmessung: Hintergründe, Methoden, Möglichkeiten und Grenzen

Alexander von Engelhardt

München: Verlag Reinhard Fischer (1999), 203 pp.

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Praktisches Wörterbuch für Presse und Werbung: Deutsch - Englisch - Französisch;Practical Dictionary of Press and Advertising: English - German - French;Dictionnaire pratique de la presse et de la publicité: Français - Allemand - Anglais

Hans W. Paetzel

Essen: Stamm Verlag, 5th ed. (1999), 596 pp.

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Werbewirkung im Fernsehen: Aktuelle Befunde der Medienforschung

Hans-Bernd Brosius, Andreas Fahr

München: Verlag Reinhard Fischer, 2nd ed. (1998), 253 pp.

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Estrategias de medios publicitarios

Salvador Carrillo Checa

Lima: Universidad de Lima, Fondo Editorial (1998), 150 pp.

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Ethik - Werbung - Mediengewalt: Werbung im Umfeld von Gewalt im Fernsehen: Eine sozialethische Programmatik

Thomas Bohrmann

München: Verlag Reinhard Fischer (1997), 309 pp.

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La radio hoy: Manual de radio para avisadores y publicistas

Santiago de Chile: Asociación de Radiodifusores de Chile (ARCHI) (1997), 44 pp.

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Ethics in Advertising

Pontifical Council for Social Communications

Nairobi: Paulines Publications Africa (1997), 23 pp.

"Many women and men professionally engaged in advertising do have sensitive consciences, high ethical standards and a strong sense of responsibility. But even for them external pressures — from the clients who commission their work as well as from the competitive internal dynamics of their profess ... more

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La publicidad de bien social

Guillermo Caro

Buenos Aires: Paulinas (1997), 87 pp.

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Media Planning: A Practical Guide

Jim Surmanek

Lincolnwood (Chicago), Illinois: NTC Business Books, 3rd ed. (1996), xii, 209 pp.

"This book presents media dynamics--definitions of various popular media terms and how these terms fit into media planning analysis. The latter part of the book deals with media plan development--how a media plan is constructed and what students should consider in that construction. Interspersed are ... more