Marketing Management, Millenium Edition - epiheirimatikotita.gr

Notes 2971998, p. D3; “Ethical Funds Launches 4 New Mutual Funds,” Ethical Funds, January 17,2000, www.ethicalfunds.com.26. Schultz et al., Strategic Advertising Campaigns, p. 340.27. See Herbert E. Krugman, “What Makes Advertising Effective?” Harvard Business Review,March-April 1975, p. 98.28. Roland T. Rust and Richard W. Oliver, “Notes and Comments: The Death of Advertising,”Journal of Advertising, December 1994, pp. 71–77.29. See also Hani I. Mesak, “An Aggregate Advertising Pulsing Model with Wearout Effects,”Marketing Science, Summer 1992, pp. 310–26; and Fred M. Feinberg, “Pulsing Policies forAggregate Advertising Models,” Marketing Science, Summer 1992, pp. 221–34.30. See J. O. Peckham, The Wheel of Marketing (Scarsdale, NY: printed privately, 1975),pp. 73–77.31. From Robert C. Blattberg and Scott A. Neslin, Sales Promotion: Concepts, Methods, andStrategies (Upper Saddle River, NJ: Prentice-Hall, 1990).32. Roger A. Strang, “Sales Promotion—Fast Growth, Faulty Management,” Harvard BusinessReview, July-August 1976 pp. 116–19.33. See John C. Totten and Martin P. Block, Analyzing Sales Promotion: Text and Cases, 2d ed.(Chicago: Dartnell, 1994), pp. 69–70.34. For a good summary of the research on whether promotion erodes the consumerfranchise of leading brands, see Blattberg and Neslin, Sales Promotion.35. See Paul W. Farris and John A. Quelch, “In Defense of Price Promotion,” SloanManagement Review, Fall 1987, pp. 63–69.36. For a model for setting sales promotions objectives, see David B. Jones, “SettingPromotional Goals: A Communications Relationship Model,” Journal of Consumer Marketing11, no. 1 (1994): 38–49.37. See Paul W. Farris and Kusum L. Ailawadi, “Retail Power: Monster or Mouse?” Journal ofRetailing, Winter 1992, pp. 351–69.38. Strang, Sales Promotion, p. 120.39. Adapted from Scott M. Cutlip, Allen H. Center, and Glen M. Broom, Effective PublicRelations, 8th ed. (Upper Saddle River, NJ: Prentice-Hall, 1997).40. For an excellent account, see Thomas L. Harris, The Marketer’s Guide to Public Relations(New York: John Wiley, 1991). Also see Value-Added Public Relations (Chicago: NTC BusinessBooks, 1998)41. For further reading on cause-related marketing, see P. Rajan Varadarajan and Anil Menon,“Cause-Related Marketing: A Co-Alignment of Marketing Strategy and CorporatePhilanthropy,” Journal of Marketing, July 1988, pp. 58–74.42. Material adapted from Thomas L. Harris, “PR Gets Personal,” Direct Marketing, April 1994,pp. 29–32.