Endnotes

"Hit and Miss: the campaigns with traction from which we can learn the most"

1. "Maxwell House", last modified at April 13, 2001 at http://en.wikipedia.org/wiki/Maxwell_House
2. Kiran Aditham, "McGarryBowen snags Maxwell House". MediaBistro.com, December, 2009 accessed on April 1, 2011.

"Right Idea, Wrong Execution -- learning from campaigns with good intentions that didn't deliver

1. Lynn Zinser, "A New Low in James' race to the top". New York Times, July 9, 2010, accessed April 1, 2011 at http://www.nytimes.com/2010/07/10/sports/10leading.html?_r=1
2. Michael E. Ross, "It seemed like a good idea at the time." MSNBC, April 22, 2005, accessed April 2, 2011 via http://www.msnbc.msn.com/id/7209828/ns/us_news/'s
3. Kate Bonamici Flaim, "Winging It", quoting David Novak's The Education of an Accidental CEO: Lessons learned from the trailer park to the corner office. Crown Business. April 28, 2009.

"The PR Piece of the Campaign Puzzle"

1. "Miley knows Best", Vanity Fair. June, 2008.
2. Natasha Nelson, "Where was Miley Cyrus's entire PR team?" NNPR, Public Relations Insider, May 2008
3. Deborah Levin, "An Open Letter to Miley Cyrus's PR Team From the Mom of Two Kids with Almond-shaped eyes". Huffington Post, February, 2009.

"Don't Touch That Dial!"

NewsJunkieNow, "Local TV News Slogans." NewsJunkieNow.com accessed April 3, 2011 via http://newsjunkienow.tripod.com/slogans.htm