Skip to ContentGo to accessibility page
OpenStax Logo
Principles of Marketing

References

Principles of MarketingReferences

References

1. Leo Burnett (website), accessed July 7, 2022, https://leoburnett.com/.
2. Leo Burnett.
3. Andrew Long, “‘Fancy a McDonald’s?’ Serves Up Life’s Simple Pleasures: A Q&A with Andrew Long, Creative Director, Leo Burnett London,” Leo Burnett, October 15, 2021, https://leoburnett.com/news/fancy-a-mcdonalds-serves-up-lifes-simple-pleasures-a-qa-with-andrew-long-creative-director-leo-burnett-london.
4. Leo Burnett.
5. Brian Steinberg, “NBC Seeks Record $6 Million for Super Bowl Commercials (Exclusive),” Variety, June 16, 2021, https://variety.com/2021/tv/news/super-bowl-commercials-price-record-1234998593/.
6. Roger Riddell, “Coke Fan’s Halloween Response to Pepsi Ad Goes Viral,” Food Dive, Industry Dive, November 4, 2013, https://www.fooddive.com/news/coke-fans-halloween-response-to-pepsi-ad-goes-viral/190208/.
7. “Anheuser-Busch Delivering More Than 5000,000 Bottles of Hand Sanitizer for COVID-19 Relief Efforts,” Newsroom, Anheuser-Busch, updated May 29, 2020, https://www.anheuser-busch.com/newsroom/2020/04/anheuser-busch-delivering-hand-sanitizer-for-covid-19-relief-eff/.
8. Rebecca Riserbato, “The Beginner’s Guide to Reminder Advertising,” The HubSpot Marketing Blog, HubSpot, updated June 11, 2021, https://blog.hubspot.com/marketing/reminder-advertising.
9. “What Is an Advertising Message: Guide,” Internet Marketing 101, SendPulse, updated August 22, 2022, https://sendpulse.com/support/glossary/advertising-message.
11. “Conversion Rate of Online Shoppers in the United States from 4th Quarter 2020 to 4th Quarter 2021, by Device,” Statista, accessed July 8, 2022, https://www.statista.com/statistics/234884/us-online-shopper-conversion-rate-by-device/.
12. Business Insider, “People Are Outraged by This Pepsi Ad Starring Kendall Jenner,” April 5, 2017, YouTube video, 01:32, https://www.youtube.com/watch?v=_4CCkUVXHBQ.
13. “Stackla Survey Finds Authenticity Drives Brand Affinity and Consumer-Created Content Influences Purchases,” Nosto Newsroom (blog), Nosto, November 9, 2017, https://stackla.com/resources/reports/the-consumer-content-report-influence-in-the-digital-age/.
14. Wikipedia, s.v. “Tilikum (orca),” last modified July 20, 23:09, https://en.wikipedia.org/wiki/Tilikum_(orca).
15. “7 Companies Hurt by Bad Publicity,” MarketWatch, August 18, 2014, https://www.marketwatch.com/story/7-companies-hurt-by-bad-publicity-2014-08-18.
16. “Three Examples of Successful Public Affairs Strategy,” Quorum, last modified August 2, 2022, https://www.quorum.us/blog/examples-successful-public-affairs-strategy/.
17. Jake Frankenfield, “Which Industry Spends the Most on Lobbying?,” Investopedia, Dotdash Meredith, updated June 02, 2022, https://www.investopedia.com/investing/which-industry-spends-most-lobbying-antm-so/.
18. “Top Lobbying Spenders in the United States in 2020,” Statista, accessed June 17, 2022, https://www.statista.com/statistics/257344/top-lobbying-spenders-in-the-us/.
19. “Susan G. Komen Names Kroger Central Division Outstanding Volunteer Group of the Year,” Susan G. Komen Central Indiana, Susan G. Komen, July 28, 2016, https://komencentralindiana.org/wp-content/uploads/2013/09/2016-Kroger-national-award-PR-final.pdf.
20. Alyssa Hardt, “Campfire Treats Embraces the Better Chicken Commitment,” Petfood Industry, WATT Global Media, December 1, 2021, https://www.petfoodindustry.com/articles/10847-campfire-treats-adopts-the-better-chicken-commitment.
21. “Campfire Treats Adopts the Better Chicken Commitment to Raise the Bar for Farm Animal Welfare,” Pets+, November 19, 2021, https://petsplusmag.com/campfire-treats-adopts-the-better-chicken-commitment-to-raise-the-bar-for-farm-animal-welfare/.
22. “Understanding the Impact of the Ice Bucket Challenge on the ALS Association’s Finances,” The ALS Association, June 5, 2019, https://www.als.org/blog/understanding-impact-ice-bucket-challenge-als-associations-finances.
23. “Pros and Cons of Public Relations,” The Lonely Entrepreneur, October 30, 2017, https://lonelyentrepreneur.com/entrepreneur-public-relations-2/.
24. “About,” Truth in Advertising, last modified February 28, 2022, https://truthinadvertising.org/about/.
25. Mura Dominko, “Subway’s ‘Eat Fresh’ Slogan Is Alarmingly Misleading, Operators Say,” Eat This, Not That!, Galvanized Media, April 27, 2021, https://www.eatthis.com/news-subway-eat-fresh-slogan-alarmingly-misleading/.
26. Brian L. Wilcox et al., Report of the APA Task Force on Advertising and Children (American Psychological Association, February 20, 2004), https://www.apa.org/pubs/reports/advertising-children.
27. Julia Belluz, “The Vape Company Juul Said It Doesn’t Target Teens. Its Early Ads Tell a Different Story,” Vox, January 25, 2019, https://www.vox.com/2019/1/25/18194953/vape-juul-e-cigarette-marketing.
28. Scott Thompson, “The Advertisement of Harmful Products,” Small Business, Chron.com, last modified October 26, 2016, https://smallbusiness.chron.com/advertisement-harmful-products-65363.html.
29. Sara Spary, “Ikea’s Quarantine Campaign Offers 6 Ways to Make Furniture Forts,” Adweek, May 13, 2020, https://www.adweek.com/brand-marketing/ikeas-quarantine-campaign-offers-6-ways-to-make-furniture-forts/.
30. Jonha Richman, “5 Examples of Companies Succeeding through Transparency,” Entrepreneur, May 27, 2016, https://www.entrepreneur.com/article/274636.
31. Blake Mycoskie, “Trendsetter: TOMS Founder Blake Mycoskie on Starting a Movement,” interview by Katie Morell, October 5, 2011, https://www.americanexpress.com/en-us/business/trends-and-insights/articles/trendsetter-toms-founder-blake-mycoskie-on-starting-a-movement/.
32. “Wear Good,” TOMS, accessed July 8, 2022, https://www.toms.com/us/impact.html.
33. Dan Shewan, “Ethical Marketing: 5 Examples of Companies with a Conscience,” The WordStream Blog, WordStream, updated May 20, 2022, https://www.wordstream.com/blog/ws/2017/09/20/ethical-marketing.
34. Jordan Valinsky, “Peloton Sales Surge 172% as Pandemic Bolsters Home Fitness Industry,” CNN Business, Cable News Network, September 11, 2020, https://www.cnn.com/2020/09/11/business/peloton-stock-earnings/index.html.
35. Valinsky, “Peloton Sales Surge.”
36. David Griner, “Ryan Reynolds on How His Peloton Ad Collaboration Came Together in 48 Hours,” Adweek, December 13, 2021, https://www.adweek.com/convergent-tv/ryan-reynolds-on-how-his-peloton-ad-collaboration-came-together-in-48-hours/.
37. David Griner, “How Ryan Reynolds Pulled Off Aviation Gin’s Peloton Parody, Capping His Year of Genius Ads,” Adweek, December 13, 2019, https://www.adweek.com/creativity/how-ryan-reynolds-pulled-off-aviation-gins-peloton-parody-capping-his-year-of-genius-ads/.
38. Joseph Pisani and Megan Graham, “Peloton: Don’t Blame Us for What Happened in ‘And Just Like That . . .’ (Spoilers Ahead),” Wall Street Journal, December 10, 2021, https://www.wsj.com/articles/peloton-dont-blame-us-for-what-happened-in-and-just-like-that-spoilers-ahead-11639097331.
39. Alexandra Del Rosario and Nellie Andreeva, “‘And Just Like That . . .’ Delivers HBO Max’s Strongest Series Debut; ‘The Sex Lives of College Girls’ Peaks in Viewers with Finale,” Deadline, December 10, 2021, https://deadline.com/2021/12/and-just-like-that-hbo-max-strongest-series-debut-the-sex-lives-of-college-girls-peaks-viewers-finale-1234889116/.
PreviousNext
Order a print copy
Citation/Attribution
Reuse and redistribution of this content in digital or print format:
  • This book may not be used in the training of large language models or otherwise be ingested into large language models or generative AI offerings without OpenStax's prior written permission.
  • This book uses the Creative Commons Attribution-NonCommercial-ShareAlike License, which means that you can reuse and modify the material only for noncommercial purposes, must attribute OpenStax, and must distribute any derivative works under the same license.
  • Any commercial printing of this textbook, including using a local or custom printer, must be approved by OpenStax, and proper citation provided.
  • OpenStax-copyrighted images, activities, assessments, and similar components of this book are subject to the same licensing – CC-BY-NC-SA. They can be used for noncommercial purposes with attribution. Commercial use requires permission.
  • Permission requests: Anyone who intends to incorporate this content (including text, images, and other components) into large language models, use it in AI offerings, use it commercially (including in print), and/or has questions about another use case is welcome to complete our reuse request form.
Attribution information
  • If you are redistributing all or part of this book in a noncommercial print format, then you must include on every physical page the following attribution:

    Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction

  • If you are redistributing all or part of this book in a noncommercial digital format, then for every page that includes OpenStax content, you must license the derivative work under the same CC-BY-NC-SA license as the original, and include on every digital page view the following attribution:

    Access for free at https://openstax.org/books/principles-marketing/pages/1-unit-introduction

Citation information

The information below includes the information needed to generate citations in most major styles (APA, MLA, etc.); you must reformat and organize the information as needed to fit the requirements of the style. Use the information below to generate a citation. We recommend using a citation tool such as this one.

© Apr 23, 2026 OpenStax. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike License. The OpenStax name, OpenStax logo, OpenStax book covers, OpenStax CNX name, and OpenStax CNX logo, and Rice University name, and Rice University logo trademarks, or wordmarks are not subject to the Creative Commons license and may not be reproduced without the prior and express written consent of Rice University.