250 Notes 27 Jeffrey Graham, `Virtuous cycle of involvement', http://www.brandrepublic.com/news/article/1075978/ initiative-challenges-assumptions-paid-earned-owned-media/ 28 G Franz, quoted in Tony Yeshin (2006) Advertising, Thomson Learning, London Arto Joensuu, `Working the non-working', Working in Digital, http:// artojoensuu.wordpress.com/2009/02/04/working-the-non-working/ 29 30 Andrew Walmsley, `Media's added dimensions', Marketing magazine, http://www.allbusiness.com/marketing-advertising/marketing- techniques-media/13338699-1.html Chapter Two 1 Listening `O brother, where art thou?', The Simpsons, http://www.thesimpsons.com/recaps/season2/#episode15.htm http://bedrebustur.dk/default.asp?page=tekst.asp&id=3370 2