Кевин Келлер - Маркетинг менеджмент. Экспресс-курс

484

Diana T. Kurylko, «Taking Mini to the Max», Automotive News Europe , August 22, 2005, p. 24+; Jim Lovel, «CP+ B Spot Sells Mini DVD on Web», Adweek Online , March 16, 2005, http:/ /www.adweek.com/aw/creative/article_display.jsp?vnu_content_id=1000845006; Margo Suydam, «Let’s Motor», Shoot , December 5, 2003, pp. 19+; Karen Lundegaard, «BMW ‘Mini’ Campaign: Odd to the Max», Wall Street Journal , February 28, 2002; John Gaffney, «Most Innovative Campaign», Business 2.0, May 2002, pp. 98—99; Warren Berger, «Dare-Devils», Business 2.0 , April 2004, pp. 111—116.

485

Некоторые из этих определений в адаптированном виде взяты из книги: Peter D. Bennett, ed., Dictionary of Marketing Terms (Chicago: American Marketing Association, 1995).

486

Альтернативная модель коммуникации, разработанная специально для рекламы, представлена в работе: Barbara B. Stern, «A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient», Journal of Advertising (June 1994): 5–15. Дополнительные замечания вы можете найти в работе: Tom Duncan and Sandra E. Moriarity, «A Communication-Based Marketing Model for Managing Relationships», Journal of Marketing (April 1998): 1–13.

487

Demetrios Vakratsas and Tim Ambler, «How Advertising Works: What Do We Really Know?» Journal of Marketing 63, no. 1 (January 1999): 26—43.

488

В основу данного раздела положен материал великолепной книги: Росситер Дж. Р., Перси Л. Реклама и продвижение товаров. 2-е изд. – СПб.: Питер, 2003. – 656 с.: ил. – (Серия «Маркетинг для профессионалов»).

489

Росситер Дж. Р., Перси Л. Реклама и продвижение товаров. 2-е изд. – СПб.: Питер, 2003. – 656 с.: ил. – (Серия «Маркетинг для профессионалов»).

490

James F. Engel, Roger D. Blackwell, and Paul W. Minard, Consumer Behavior , 9th ed. (Fort Worth, TX: Dryden, 2001).

491

Ayn E. Crowley and Wayne D. Hoyer, «An Integrative Framework for Understanding Two-Sided Persuasion», Journal of Consumer Research (March 1994): 561—574.

492

C. I. Hovland, A. A. Lumsdaine, and F. D. Sheffield, Experiments on Mass Communication, vol. 3, (Princeton, NJ: Princeton University Press, 1948), ch. 8; Ayn E. Crowley and Wayne D. Hoyer, «An Integrative Framework for Understanding Two-Sided Persuasion», Journal of Consumer Research (March 1994): 561—574. Альтернативную точку зрения вы можете найти в работе: George E. Belch, The Effects of Message Modality on One– and Two-Sided Advertising Messages», in Advances of Consumer Research , eds. Richard P. Bagozzi and Alice M. Tybout (Ann Arbor, MI: Association for Consumer research, 1983), pp. 21—26.

493

Curtis P. Haugtvedt and Duane T. Wegener, «Message Order Effects in Persuasion: An Attitude Strength Perspective», Journal of Consumer Research (June 1994): 205—218; H. Rao Unnava, Robert E. Burnkrant, and Sunil Erevelles, «Effects of Presentation Order and Communication Modality on Recall and Attitude», Journal of Consumer Research (December 1994): 481—490.

494

Brian Sternthal and C. Samuel Craig, Consumer Behavior: An Information Processing Perspective (Upper Saddle River, NJ: Prentice Hall, 1982), pp. 282—284.

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.