تخطيط الحملات الإعلانية

ﺗﺨﻄﯿﻂ اﻟﺤﻤﻼت اﻹﻋﻼﻧﯿﺔ ٢٩٢ ﻣﺮاﺟﻊ اﻟﻔﺼﻞ اﻟﺜﺎﻣﻦ )١(؛"دور وﻛﺎﻻت اﻹﻋﻼن ﻓﻰ اﻟﻨﺸﺎط اﻹﻋﻼﻧﻰ ﻓﻰ ﻣﺼﺮ : دراﺳﺔ ﺗﺤﻠﯿﻠﯿﺔ ﻣﯿﺪاﻧﯿﺔ " ): ٨٩٩١( ص٢٥. (2) Littlefield, James and Kirkpatrick, Op.cit., p. 515. (3) Sandage, C.H, Fryburger, Vernon and Rotzall, Op.cit., p. 534. (4) Cohen, Dorothy, Op.cit., p. 626. )٥(اﻧﻈﺮ اﻟﻤﺮاﺟﻊ اﻟﺘﺎﻟﯿﺔ: -Bogart, Leo, Op.cit., p. 285. - Rossiter, John R. and Percy Larry, Advertising Communication and Promotion Management, Second Edition, (U.S.A: Irwin McGraw Hill, 1998) p. 550. )٦(ﻣﺤﻤﺪ ﻓﺮﯾﺪ اﻟﺼﺤﻦ؛اﻹﻋﻼن )اﻹﺳﻜﻨﺪرﯾﺔ: اﻟﺪار اﻟﺠﺎﻣﻌﯿﺔ، ٠٠٠٢( ص٣٨٢. (7) Morgan, Nigel and Pritchard, Annette, Advertising in Tourism and Leisure, (Oxford: Butterworth Heinemann, 2001) p. 55. (8) White, Roderick, Advertising, Fourth Edition (McGraw – Hill Publishing Company, 2000) p. 118. (9) Anderson, Robert and Barry, Thomas E. Op.cit., p. 276. )٠١(اﻧﻈﺮ اﻟﻤﺮاﺟﻊ اﻟﺘﺎﻟﯿﺔ: -ـﺖ أﺳﻌﺪ ؛أﺳـﺎﺳ ــﻼن ): ﻣﻜـﺘـﺒـــﻦ ﺷﻤــﺲ، ١٩٩١( ص ص٥٥٢-٦٥٢. -؛-، )اﻟﻤﻨﺼﻮرة: ﺟﺎﻣﻌﺔ اﻟﻤﻨﺼﻮرة –٠٩٩١( ص ص٥٩١-٦٩١. -Littefield, James E. and Kirkpatrick, C.A. Op.cit., p. 520. - Cohn Dorothy, Op.cit., p. 628. )١١(اﻧﻈﺮ اﻟﻤﺮاﺟﻊ اﻟﺘﺎﻟﯿﺔ: -Littefield, James E. and Kirkpatrick, C.A. Op.cit., p. 521. - Cohn Dorothy, Op.cit., p. 630.

ﺗﺨﻄﯿﻂ اﻟﺤﻤﻼت اﻹﻋﻼﻧﯿﺔ ٣٩٢ -Gilligan, Colin and Growther Geoffrey, Op.cit., p. 144. -ﻣﺤﻤﻮد ﺻﺎدق ﺑﺎزرﻋﺔ؛إدارة اﻟﺘﺴﻮﯾﻖ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص٤٩٥. -ﻋﺒﯿﺪ ﻣﺤﻤﺪ ﻋﻨﺎن ؛ﺑﺤﻮث ﺗﺴﻮﯾﻘﯿﺔ ﻓﻰ ﺑﯿﺌﺔ ﺗﻨﺎﻓﺴﯿﺔ : ﻣﻨﮭﺞ ﻋﻠﻤﻰ،)اﻟﻘﺎھﺮة: ﺷﻤﺲ، ٩٩٩١( ص٢٢٣. )٢١(اﻧﻈﺮ اﻟﻤﺮاﺟﻊ اﻟﺘﺎﻟﯿﺔ: -Semenik, Richard J, Promotion and Integrated Marketing Communication (U.S: South – Western Thomson Learning , 2002) p. 522. - Littefield, James E. and Kirkpatrick, C.A. Op.cit., p. 522. - Cohn Dorothy, Op.cit., p. 637. - Anderson, Robert and Barry, Thomas E. Op.cit., pp. 397-398. -:،): ٢٩٩١( صص٧٤-٢٥. -ﻣﺤﻤﻮد ﺻﺎدق ﺑﺎزرﻋﺔ؛إدارة اﻟﺘﺴﻮﯾﻖ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص٦٩٥. -إﺳﻤﺎﻋﯿﻞ ﻣﺤﻤﺪ اﻟﺴﯿﺪ؛اﻹﻋﻼن ): ٢٠٠٢( ص ص٢٧٣- ٧٧٣. -ﻣﺤﻤﻮد ﻋﺴﺎف؛إدارة اﻟﺘﺴﻮﯾﻖ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص ص٤٩١-٥٩١. )٣١(اﻧﻈﺮ اﻟﻤﺮاﺟﻊ اﻟﺘﺎﻟﯿﺔ: -Anderson, Robert and Barry, Thomas E. Op.cit., pp. 392-397. - Gilligan, Colin and Growther Geoffrey, Op.cit., p. 198. - Littefield, James E. and Kirkpatrick, C.A. Op.cit., p. 523. - Cohn Dorothy, Op.cit., p. 626. - Antrin, William H, Advertising (U.S.A.: McGraw Hill Book Company, 1970) p. 126. -ﻣﺤﻤﺪ اﻟﻮﻓﺎﺋﻰ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص ص٢٠٢-٦٠٢، ٩١٢. -ﺻﻔﻮت اﻟﻌﺎﻟﻢ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص ص٤٣-٥٣. -ﻣﺤﻤﺪ اﻟﻮﻓﺎﺋﻰ ؛): ﻣﻜﺘﺒﺔ اﻷﻧﺠﻠﻮ اﻟﻤﺼﺮﯾﺔ، ٩٨٩١(،ص٨٦. -؛): ١٠٠٢(، ص ص٥٨-٧٨.

ﺗﺨﻄﯿﻂ اﻟﺤﻤﻼت اﻹﻋﻼﻧﯿﺔ ٤٩٢ (14) Anderson, Robert and Barry, Thomas E. Op.cit., p. 401. )٥١(اﻧﻈﺮ اﻟﻤﺮاﺟﻊ اﻟﺘﺎﻟﯿﺔ: -Littefield, James E. and Kirkpatrick, C.A. Op.cit., p. 524-526. -ﻣﺤﻤﺪ اﻟﻮﻓﺎﺋﻰ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص ص٥١٢-٦١٢. -ﺑﺸﯿﺮ ﻋﺒﺎس اﻟﻌﻼق، ﻋﻠﻰ ﻣﺤﻤﺪ رﺑﺎﺑﻌﺔ ؛)اﻷردن، دار اﻟﯿﺎزدرى اﻟﻌﻠﻤﯿﺔ، ٨٩٩١( ص٨٩٣. -ﻣﺤﻤﻮد ﻋﺴﺎف؛ﺑﺤﻮث اﻟﺘﺴﻮﯾﻖ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ،ص ص٢٠٢-٤٠٢. )٦١(ﻧﻔﺲ اﻟﻤﺮﺟﻊ اﻟﺴﺎﺑﻖ، ص٥٠٢. )٧١(اﻧﻈﺮ اﻟﻤﺮاﺟﻊ اﻟﺘﺎﻟﯿﺔ: -Donald E. Parente, Advertising Campaign, Fouth Edition (Australia – Thomason, 2006) p. 309-310. - Semenik, Richard J. Op.cit., pp. 526-527. - Cohen, Dorothy, Op.cit., pp. 642-647. - Gilligan, Colin and Growther Geoffrey, Op.cit., pp. 200-202. - Littefield, James E. and Kirkpatrick, C.A. Op.cit., pp. 529-532. -؛،): ٥٩٩١(، ص٩٦١. -ﻣﺤﻤﻮد ﻋﺴﺎف؛ﺑﺤﻮث اﻟﺘﺴﻮﯾﻖ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ،ص ص٧٩١-١٠٢. -ﺻﻔﻮت اﻟﻌﺎﻟﻢ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص ص٤٢-٥٢. -ﻋﺒﯿﺪ ﻣﺤﻤﺪ ﻋﻨﺎن، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص٤٢٣. -ﻣﺤﻤﻮد ﺻﺎدق ﺑﺎزرﻋﺔ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ،ص ص٨٩٥-٠٠٦. )٨١(اﻧﻈﺮ اﻟﻤﺮاﺟﻊ اﻟﺘﺎﻟﯿﺔ: -Cohen, Dorothy, Op.cit., p. 650. - Semenik, Richard J. Op.cit., p.p. 526-527. - Gilligan, Colin and Growther Geoffrey, Op.cit., p. 202. - Bruce, G. Vanden Bergh & Katz, Hellen, Op.cit., p. 243. -ﻣﺤﻤﻮد ﻋﺴﺎف؛ﺑﺤﻮث اﻟﺘﺴﻮﯾﻖ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص ص٧٠٢-٩٠٢. )٩١(ﺻﻔﻮت اﻟﻌﺎﻟﻢ؛دراﺳﺎت ﻓﻰ اﻹﻋﻼن )اﻟﻘﺎھﺮة: ﻛﻠﯿﺔ اﻹﻋﻼم، ٥٠٠٢(،ص٢٢١.

ﺗﺨﻄﯿﻂ اﻟﺤﻤﻼت اﻹﻋﻼﻧﯿﺔ ٥٩٢ )٠٢(ﺳﺎﻣﻰ ﻃﺎﯾﻊ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص ص٧٨-٨٨. )١٢(إﺳﻤﺎﻋﯿﻞ ﻣﺤﻤﺪ اﻟﺴﯿﺪ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص٩٤١. )٢٢(اﻧﻈﺮ اﻟﻤﺮاﺟﻊ اﻟﺘﺎﻟﯿﺔ: -Littefield, James E. and Kirkpatrick, C.A. Op.cit., p. 524-526. - Cohen, Dorothy, Op.cit., p. 639. -ﻣﺤﻤﻮد ﺻﺎدق ﺑﺎزرﻋﺔ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ،ص١٠٦. )٣٢(ﻣﺤﻤﻮد ﻋﺴﺎف؛ﺑﺤﻮث اﻟﺘﺴﻮﯾﻖ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص٧١٢. (24) Bogart, L eo, Strategy in Advertising (U.S: NTC Business Book, 1996) p. 285. (25) Anderson, Robert and Barry, Thomas E. Op.cit., p. 382. )٦٢(ﻣﺤﻤﻮد ﻋﺴﺎف؛ﺑﺤﻮث اﻟﺘﺴﻮﯾﻖ، ﻣﺮﺟﻊ ﺳﺎﺑﻖ، ص٣١٢. (27) Anderson, Robert and Barry, Thomas E. Op.cit., p. 282-383. )٨٢(ﺳﻤﯿﺮ ﻣﺤﻤﺪ ﺣﺴﯿﻦ ؛ﺗﺨﻄﯿﻂ اﻟﺤﻤﻼت اﻹ ص٩٨١.

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