Marketing_Management_14th_Edition-min

Chapter 17
1. Ken Romanzi, “Reintroducing the Cranberry to
America!” Talk at the Tuck School of Business at
Dartmouth,” January 7, 2010; “Breakaway Brands:
Ocean Spray Tells It Straight from the Bog,”
MediaPost, October 9, 2006; Francis J. Kelly III and
Barry Silverstein, The Breakaway Brand (New York:
McGraw-Hill, 2005).
2. Xueming Luo and Naveen Donthu, “Marketing’s
Credibility: A Longitudinal Investigation of Marketing
Communication Productivity and Shareholder Value,”
Journal of Marketing 70 (October 2006), pp. 70–91.
3. Margaret Coker, “Dubai Pulls Out the Stops—for
Naming Metro Stations, Lines Offered as Vehicles,”
Wall Street Journal, August 8, 2008; Linda Childers,
“Can’t-Escape TV,” Fast Company, July/August 2008,
p. 46; Louise Story, “Anywhere the Eye Can See, It’s
Likely to See an Ad,” New York Times, January 15,
2007; Laura Petrecca, “Product Placement—You Can’t
Escape It,” USA Today, October 11, 2006.
4. Burt Helm, “Attention-Deficit Advertising,”
BusinessWeek, May 5, 2008, p. 50; “Motorola’s ‘Say
Goodbye’ Campaign at Hong Kong Airport,” MobiAD
News, February 20, 2008.
5. Vanessa L. Facenda, “Kimberly-Clark’s Paper Trail
Leads to Creative Marketing,” Brandweek, January 14,
2008, p. 11.
6. Stuart Elliott, “Covering Many Bases for a Brand of
Blue Jeans,” New York Times, August 13, 2009; Giselle
Tsirulnik, “Gap Finds Right Fit with Mobile for New
Jeans Campaign,” Mobile Marketer, October 5, 2009;
“Gap Introduces America’s Best-Fitting Premium
Jeans,” PRNewswire, August 13, 2009; Jean-Claude
Larreche, “Gap Lacked Momentum, So Rightly Cut
TV,” Advertising Age, June 23, 2008, p. 26.
7. Some of these definitions are adapted from Peter
D. Bennett, ed., Dictionary of Marketing Terms
(Chicago: American Marketing Association, 1995).
8. Tom Duncan and Sandra Moriarty, “How Integrated
Marketing Communication’s ‘Touch Points’ Can
Operationalize the Service-Dominant Logic,” Robert
F. Lusch and Stephen L. Vargo, eds., The Service-
Dominant Logic of Marketing: Dialog, Debate, and
Directions (Armonk, NY: M.E. Sharpe, 2006); Tom
Duncan, Principles of Advertising and IMC, 2nd ed.
(New York: McGraw-Hill/Irwin, 2005).
9. Noreen O’Leary, “Mint’s Fresh Approach: Marketing
on $700 a Year,” Brandweek, October 12, 2009,
p. 4; Coloribus Global Advertising Archive,
www.coloribus.com, December 09, 2010.
10. Theresa Howard, “Multiplatform Ads Clean Up at
Cannes,” USA Today, June 29, 2009, p. 3B; Kate
Nettleton, “Tribal DDB Amsterdam’s ‘Carousel’ for
Philips Scoops Cannes Lions 2009 Film Grand Prix,”
Campaign, June 29, 2009; Daniel Farey-Jones, “Philips
Promotes Home Cinema Range with Online Film
Premiere,” Campaign, February 18, 2010.
11. For an alternate communications model developed
specifically for advertising communications, see
Barbara B. Stern, “A Revised Communication Model
for Advertising: Multiple Dimensions of the Source, the
Message, and the Recipient,” Journal of Advertising
(June 1994), pp. 5–15. For some additional
perspectives, see Tom Duncan and Sandra E. Morarity,
“A Communication-Based Marketing Model for
Managing Relationships,” Journal of Marketing 62
(April 1998), pp. 1–13.
12. Demetrios Vakratsas and Tim Ambler, “How
Advertising Works: What Do We Really Know?” Journal
of Marketing 63 (January 1999), pp. 26–43.
13. This section is based on the excellent text, John R.
Rossiter and Larry Percy, Advertising and Promotion
Management, 2nd ed. (New York: McGraw-Hill,
1997).
14. “GE Gets Smart with Energy Awareness,” Special
Advertising Section to Adweek and Brandweek,
October 14, 2009; “GE Plucks an Online Winner with
Smart Grid,” Special Advertising Section to Adweek
and Brandweek, October 14, 2009; “Smart Grid,” GE,
http://ge.ecomagination.com/smartgrid; “Augmented
Reality: Real Meets Virtual,” BizTechTalk, February 25,
2009.
15. James F. Engel, Roger D. Blackwell, and Paul W.
Minard, Consumer Behavior, 9th ed. (Fort Worth,
TX: Dryden, 2001).
16. John R. Rossiter and Larry Percy, Advertising and
Promotion Management, 2nd ed. (New York: McGraw-
Hill, 1997).
17. James F. Engel, Roger D. Blackwell, and Paul W.
Minard, Consumer Behavior, 9th ed. (Fort Worth,
TX: Dryden, 2001).
18. Ayn E. Crowley and Wayne D. Hoyer, “An Integrative
Framework for Understanding Two-Sided Persuasion,”
Journal of Consumer Research 20 (March 1994),
pp. 561–74.
19. C. I. Hovland, A. A. Lumsdaine, and F. D. Sheffield,
Experiments on Mass Communication, vol. 3
(Princeton, NJ: Princeton University Press, 1949);
Crowley and Hoyer, “An Integrative Framework for
Understanding Two-Sided Persuasion.” For an
alternative viewpoint, see George E. Belch, “The
Effects of Message Modality on One- and Two-Sided
Advertising Messages,” Richard P. Bagozzi and Alice
M. Tybout, eds., Advances in Consumer Research
(Ann Arbor, MI: Association for Consumer Research,
1983), pp. 21–26.
20. Curtis P. Haugtvedt and Duane T. Wegener, “Message
Order Effects in Persuasion: An Attitude Strength
Perspective,” Journal of Consumer Research 21
(June 1994), pp. 205–18; H. Rao Unnava, Robert E.
Burnkrant, and Sunil Erevelles, “Effects of Presentation
Order and Communication Modality on Recall and
Attitude,” Journal of Consumer Research 21
(December 1994), pp. 481–90.
21. Sternthal and Craig, Consumer Behavior, pp. 282–84.
Sternthal and Craig, Consumer Behavior: An Information
Processing Perspective (Englewood Cliffs, NJ: Prentice-
Hall, 1982), pp. 282–84.
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Endnotes