Marketing Management, Millenium Edition - epiheirimatikotita.gr

N O T E Spart fiveManaging andDelivering MarketingPrograms1. See Russell H. Colley, Defining AdvertisingGoals for Measured Advertising Results (NewYork: Association of National Advertisers,1961).2. See William L. Wilkie and Paul W. Farris,“Comparison Advertising: Problem andPotential,” Journal of Marketing, October1975, pp. 7–15.3. See Randall L. Rose, Paul W. Miniard,Michael J. Barone, Kenneth C. Manning,and Brian D. Till, “When Persuasion GoesUndetected: The Case of Comparative Advertising,”Journal of Marketing Research,August 1993, pp. 315–30; Sanjay Putrevuand Kenneth R. Lord, “Comparative andNoncomparative Advertising: AttitudinalEffects under Cognitive and Affective InvolvementConditions,” Journal of Advertising,June 1994, pp. 77–91; DhruvGrewal, Sukumar Kavanoor, and JamesBarnes, “Comparative Versus NoncomparativeAdvertising: A Meta-Analysis,”Journal of Marketing, October 1997, pp.1–15; Dhruv Grewal, Kent B. Monroe, andP. Krishnan, “The Effects of Price-ComparisonAdvertising on Buyers’ Perceptionsof Acquisition Value, TransactionValue, and Behavioral Intentions,” Journalof Marketing, April 1998, pp. 46–59.4. For a good discussion, see David A. Aakerand James M. Carman, “Are You Overadvertising?”Journal of Advertising Research,August–September 1982, pp. 57–70.5. See Donald E. Schultz, Dennis Martin,and William P. Brown, Strategic AdvertisingCampaigns (Chicago: Crain Books,1984), pp. 192–97.6. M. L. Vidale and H. R. Wolfe, “An Operations-ResearchStudy of Sales Responseto Advertising,” Operations Research, June1957, pp. 370–81.7. John D. C. Little, “A Model of AdaptiveControl of Promotional Spending,” OperationsResearch, November 1966, pp.1075–97.8. For additional models for setting the advertisingbudget, see Gary L. Lilien,Philip Kotler, and K. Sridhar Moorthy,Marketing Models (Upper Saddle River, NJ:Prentice Hall, 1992), ch. 6.9. “The Best Awards: Retail/Fast-Food,” AdvertisingAge, May 18, 1998, p S8; KarenBenezra, “Taco Bell Pooch Walks theMerch Path,” Brandweek, June 8, 1998, p.46; Bob Garfield, “Perspicacious PoochScores for Taco Bell,” Advertising Age,March 9, 1998, p. 53.10. Michael Wilke, “Carville, Matalin TalkUp Alka-Seltzer Brand,” Advertising Age,November 23, 1998, p. 26.11. See “Keep Listening to That Wee, SmallVoice,” in Communications of an AdvertisingMan (Chicago: Leo Burnett Co.,1961), p. 61.12. John C. Maloney, “Marketing Decisionsand Attitude Research,” in Effective MarketingCoordination, ed. George L. Baker Jr.(Chicago: American Marketing Association,1961), pp. 595–618.13. Dik Warren Twedt, “How to Plan NewProducts, Improve Old Ones, and CreateBetter Advertising,” Journal of Marketing,January 1969, pp. 53–57.14. See William A. Mindak and H. MalcolmBybee, “Marketing Application to FundRaising,” Journal of Marketing, July 1971,pp. 13–18.15. Lalita Manrai, “Effect of Labeling Strategyin Advertising: Self-Referencing versusPsychological Reactance” (Ph.D.dissertation, Northwestern University,1987).16. James B. Amdorfer, “Absolut Ads SansBottle Offer a Short-Story Series,” AdvertisingAge, January 12, 1998, p. 8.17. Yumiko Ono, “Bulletins from the Battleof Baldness Drug—Sports Figures ToutRogaine for Pharmacia,” Wall Street Journal,December 19, 1997, p. B1.18. L. Greenland, “Is This the Era of Positioning?”Advertising Age, May 29, 1972.19. David Ogilvy and Joel Raphaelson, “Researchon Advertising Techniques ThatWork—And Don’t Work,” Harvard BusinessReview, July–August 1982, pp. 14–18.20. Joanne Lipman, “It’s It and That’s aShame: Why Are Some Slogans Losers?”Wall Street Journal, July 16, 1993, p. A4;Paul Farhi, “The Wrong One Baby, Uh-Uh: Has Madison Avenue Lost It?” WashingtonPost, February 28, 1993, p. C5.21. For further reading, see Dorothy Cohen,Legal Issues in Marketing Decision Making(Cincinnati, OH: South-Western, 1995).22. Kevin Goldman, “Advertising: FromWitches to Anorexics: Critical Eyes ScrutinizeAds for Political Correctness,” WallStreet Journal, May 19, 1994, p. B1.23. Adapted from Sandra Cordon, “WhereHigh Road Meets Bottom Line: EthicalMutual Funds Avoid Companies DeemedSocially Irresponsible,” The London FreePress, October 9, 1998, p. D3.24. Schultz et al., Strategic Advertising Campaigns,p. 340.25. See Herbert E. Krugman, “What MakesAdvertising Effective?” Harvard BusinessReview, March–April 1975, p. 98.26. See Peggy J. Kreshel, Kent M. Lancaster,and Margaret A. Toomey, “Advertising613