Кевин Келлер - Маркетинг менеджмент. Экспресс-курс

495

Kevin Goldman, «Advertising: Knock, Knock. Who’s There? The Same Old Funny Ad Again», Wall Street Journal, November 2, 1993, p. B10; Marc G. Weinberger, Harlan Spotts, Leland Campbell, and Amy L. Parsons, «The Use and Effect of Humor in Different Advertising Media», Journal of Advertising Research (May–June 1995): 44—55.

496

Herbert C. Kelman and Carl I. Hovland, «Reinstatement of the Communication in Delayed Measurement of Opinion Change», Journal of Abnormal and Social Psychology 48 (1953): 327—335.

497

David J. Moore, John C. Mowen, and Richard Reardon, «Multiple Sources in Advertising Appeals: When Product Endorsers Are Paid by the Advertising Sponsor», Journal of the Academy of Marketing Science (Summer 1994): 234—243.

498

Richard C. Morais, «Mobile Mayhem», Forbes , July 6, 1998, p. 138; «Working in Harmony», Soap Perfumery & Cosmetics, July 1, 1998, p. 27; Rodger Harrabin, «A Commercial Break for Parents», Independent , September 8, 1998, p. 19; Naveen Donthu, «A Cross-Country Investigation of Recall of and Attitude Toward Comparative Advertising», Journal of Advertising 27 (June 1998): 111; «EU to Try Again on Tobacco Advertising Ban», Associated Press , May 9, 2001.

499

«Rebirth of a Salesman», The Economist, April 14, 2001.

500

Rob Eder, «Chain Drug Can Learn a Thing or Two from Kiehl’s», Drug Store News, August 6, 2001, p. 12; Stephanie Thompson, «Minimal Hype Nets Max Buzz at Kiehl’s», Advertising Age, April 5, 2004, pp. 4, 33.

501

«Renee Dye, The Buzz on Buzz», Harvard Business Review (November–Desember 2000), 139—146.

502

John Batelle, «The Net of Influence», Business 2.0, March 2004, p. 70.

503

Kenneth Hein, «Run Red Run», Brandweek, February 25, 2002, pp. 14—15.

504

Malcolm Macalister Hall, «Selling by Stealth», Business Life, November 2001, pp. 51—55.

505

Ann Meyer, «Word-of-Mouth Marketing Speaks Well for Small Business», Chicago Tribune , July 28, 2003.

506

Emanuel Rosen, The Anatomy of Buzz (New York: Currency, 2000), ch. 12; «Viral Marketing, Sales & Marketing Automation» (November 1999): 12—14; George Silverman, The Secrets of Word-of-Mouth Marketing (New York: AMACOM, 2001).

507

Jack Neff, «Spam Research Reveals Disgust with Pop-Up Ads», Advertising Age, August 25, 2003, pp. 1, 21.

508

John Lehmann, «Permission Marketing Personalizes the Sales Pitch», Crain’s Cleveland Business, September 13, 2004, p. 23: Karin Connelly, «Effective Emailing», Inside Business , June 2003, pp. 59+; Gina Bernacci, «Permission Marketing: A New Path for Your Appeals», NonProfit Times, March 15, 2002, p. 23; L. Erwin, «The Secret Behind Permission-Based Marketing», Credit Union Executive , January 2001, pp. 42+.

509

William T. Moran, «Insights from Pricing Research», in E. B. Bailey, ed., Pricing Practices and Strategies (New York: The Conference Board, 19780 pp. 7–13.

510

Gerry Khermouch, «The Top 5 Rules of Ad Game, BusinessWeek , January 20, 2003, pp. 72—73.

511

Don E. Schultz, Stanley I. Tannenbaum, and Robert E. Lauterborn, Integrated Marketing Communications: Putting It Together and Making It Work (Lincolnwood, IL: NTC Business Books, 1992); Don E. Schultz and Haidi Schultz, IMC, The Next Generation: Five Steps For Delivering Value and Measuring Financial Returns (New York: McGraw-Hill, 2003).

512

Stacy Perman, «Branson: “I Love to Try Everything”», BusinessWeek Online , August 31, 2005, (www.businessweek.com); «Denver Man Will Boldly Go on Virgin Space Flight», Wireless News, March 24, 2005; Sean Hargrave, «Making Waves», New Media Age , January 15, 2004, pp. 24—27; Adam Lashinsky, «Shootout in Gadget Land», Fortune , November 10, 203, p. 74; Sam Hill and Glenn Rifkin, Radical Marketing (New York: Harper Business, 1999); «Virgin Holiday Store Hires HHM for Major Push», Precision Marketing , January 23, 2004, pp. 3–4.

513

William L. Wilkie and Paul W. Farris, «Comparison Advertising: Problem and Potential», Journal of Marketing (October 1975): 7–15.

514

Donald E. Schultz, Dennis Martin and William P. Brown, Strategic Advertising Campaigns (Chicago: Crain Books, 1984), pp. 192—197.

515

David Ogilvy, Ogilvy on Advertising (New York: Vintage Books, 1983).

516

Kim Bartel Sheenan, Controversies in Contemporary Advertising (Thousand Oaks, CA: Sage Publications, 2003).

517

Suzanne Vranica, «Sirius Ad is Best for Most Sexist», Wall Street Journal , April 1, 2004, p. B6.

518

Donald E. Schultz, Dennis Martin and William P. Brown, Strategic Advertising Campaigns (Chicago: Crain Books, 1984), p. 340.

519

Herbert E. Krugman, «What Makes Advertising Effective?» Harvard Business Review (March– April 1975): 98.

520

Thomas H. Davenport and John C. Beck, The Attention Economy: Understanding the New Currency of Business (Boston: Harvard Business School Press, 2000).

521

Demetrios Vakratsas, Fred M. Feinberg, Frank M. Bass, and Gurumurthy Kalyanarum, «The Shape of Advertising Response Functions Revisited: A Model of Dynamic Probabilistic Thresholds», Marketing Science 23, no. 1 (Winter 2004): 109—119.

522

Susan Thea Posnock, «It Can Control Madison Avenue», American Demographics (February 2004): 29—33.

523

James Betzold, «Jaded Riders Are Ever-Tougher Sell», Advertising Age , July 9, 2001, p. S2; Michael McCarthy, «Ads Are Here, There, Everywhere», USA Today , June 19, 2001, www.usatoday.com; Kipp Cheng, «Captivating Audiences», Brandweek , November 29, 1999, p. 64; Michael McCarthy, «Critics Target ‘Omnipresent’ Ads», USA Today , April 16, 2001, www.usatoday.com

524

Hani I. Mesak, «An Aggregate Advertising Pulsing Model with Wearout Effects», Marketing Science , Summer 1992, pp. 310—326; Fred M. Feinberg, «Pulsing Policies for Aggregate Advertising Models», Marketing Science , Summer 1992, pp. 221—234.

525

Kristian S. Palda, The Measurement of Cumulative Advertising Effect (Upper Saddle River, NJ: Prentice Hall, 1964), p. 87; David B. Montgomery and Alvin J. Silk, «Estimating Dynamic Effects of Market Communications Expenditures», Management Science (June 1972): 485—501.

526

Помимо приведенных выше работ см. также: David Walker and Tony М. Dubitsky, «Why Liking Matters», Journal of Advertising Research (May–June 1994): 9–18; Abhilasha Mehta, «How Advertising Response Modeling (ARM) Can Increase Ad Effectiveness», Journal of Advertising Research (May–June 1994): 62—74; Karin Holstius, «Sales Response to Advertising», International Journal of Advertising 9, no. 1 (1990): 38—56; John Deighton, Caroline Henderson, and Scott Neslin, «The Effects of Advertising on Brand Switching and Repeat Purchasing», Journal of Marketing Research (February 1994): 28—43; Anil Kaul and Dick R. Wittink, «Empirical Generalizations About the Impact of Advertising on Price Sensitivity and Price», Marketing Science 14, no. 3, pt. 1(1995): G151–160; Ajay Kalra and Ronald C. Goodstein, «The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity», Journal of Marketing Research ( May 1998): 210—224; Gerard J. Tellis, Rajesh K. Chandy, and Pattana Thaivanich, «Which Ad Works, When, Where, and How Often?» Modeling the Effects of Direct Television Adertising», Journal of Marketing Research 37 (February 2000): 32—46.

527

Robert C. Blattberg and Scott A. Neslin, Sales Promotion: Concepts, Methods, and Strategies (Upper Saddle River, NJ: Prentice Hall, 1990). Современный полный обзор теоретических исследований, посвященных стимулированию сбыта, вы можете найти в работе: Scott Neslin, «Sales Promotion», in Handbook of Marketing , edited by Bart Weitz and Robin Wensley (London: Sage Publications, 2002), pp. 310—338.

528

Roger A. Strang, «Sales Promotion – Fast Growth, Faulty Management», Harvard Business Review (July–August 1976): 116—119.

529

Kusum Ailawadi, Karen Gedenk and Scott A. Neslin, «Heterogeneity and Purchase Event Feedback in Choice Models: An Empirical Analysis with Inplications for Model Building», International Journal of Research in Marketing 16 (1999): 177—198; Eric T. Anderson and Duncan Simester, «The Long-Run Effects of Promotion Depth on New Versus Established Customers: Three Field Studies», Marketing Science 23, no. 1 (Winter 2004): 4–20.

530

Carl Mela, Kamel Jedidi and Douglas Bowman, «The Long Term Impact of Promotions on Consumer Stockpiling», Journal of Marketing Research 35, no. 2 (May 1998): 250—262; Harald J. Van Heerde, Peter S. H. Leeflang, and Dick Wittink, «The Estimation of Pre– and Postpromotion Dips with Store-Level Scanner Data», Journal of Marketing Research 37, no. 3 (August 2000): 383—395.

531

Paul W. Farris and John A. Quelch, «In Defense of Price Promotion», Sloan Management Review (Fall 1987): 63—69.

532

Robert George Brown, «Sales Response to Promotions and Advertising», Journal of Advertising Research (August 1974): 36—37; Carl F. Mela, Sunil Gupta, and Donald R. Lehmann, «The Long-Term Impact of Promotion and Advertising on Consumer Brand Choice», Journal of Marketing Research (May 1997): 248—261; Purushottam Papatla and Lakshman Krishnamurti, «Measuring the Dynamic Effects of Promotions on Brand Choice», Journal of Marketing Research (February 1996): 20—35; Kamel Jedidi, Carl F. Mela and Sunil Gupta, «Managing Advertising and Promotion for Long-Run Profitability», Marketing Science 18, no. 1 (1999): 1–22.

533

Обзор исследований, посвященных вопросу о том, наносит ли урон стимулирование продаж франшизам ведущих торговых марок, см. в работе: Robert C. Blattberg and Scott A. Neslin, Sales Promotion: Concepts, Methods, and Strategies (Upper Saddle River, NJ: Prentice all, 1990).

534

Magid M. Abraham and Leonard M. Lodish, «Getting the Most Out of Advertising and Promotion», Harvard Business Review (May–June 1990): 50—60; Shuba Srinivasan, Koen Pauwels, Dominique Hanssens, and Marnik Dekimpe, «Do Promotion Benefit Manufacturers, Retailers, or Both?» Management Science , vol. 50, no. 5 (May), pp. 617—629.