Marketing_Management_14th_Edition-min

22. Michael R. Solomon, Consumer Behavior, 7th ed.
(Upper Saddle River, NJ: Prentice Hall, 2007).
23. Some recent research on humor in advertising, for
example, includes: Haseeb Shabbir and Des Thwaites,
“The Use of Humor to Mask Deceptive Advertising: It’s
No Laughing Matter,” Journal of Advertising 36
(Summer 2007), pp. 75–85; Thomas W. Cline and
James J. Kellaris, “The Influence of Humor Strength
and Humor Message Relatedness on Ad Memorability:
A Dual Process Model,” Journal of Advertising 36
(Spring 2007), pp. 55–67; H. Shanker Krishnan and
Dipankar Chakravarti, “A Process Analysis of the
Effects of Humorous Advertising Executions on Brand
Claims Memory,” Journal of Consumer Psychology 13
(2003), pp. 230–45.
24. “Follies,” Advertising Age, December 14, 2009, p. 20.
25. Rik Pieters and Michel Wedel, “Attention Capture and
Transfer in Advertising: Brand, Pictorial, and Text-Size
Effects,” Journal of Marketing 68 (April 2004), pp. 36–50.
26. Herbert C. Kelman and Carl I. Hovland, “Reinstatement
of the Communication in Delayed Measurement of
Opinion Change,” Journal of Abnormal and Social
Psychology 48 (July 1953), pp. 327–35.
27. 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 13 (Summer 1994), pp. 234–43.
28. C. E. Osgood and P. H. Tannenbaum, “The Principles
of Congruity in the Prediction of Attitude Change,”
Psychological Review 62 (January 1955), pp. 42–55.
29. Brian Morrissey, “Traditional Ads Yield Social Traction,”
Adweek, May 16, 2010.
30. “Face-to-Face Report,” American Business Media,
January 2010; “John Deere Face-to-Face Campaign
Races Past Competition,” Special Advertising Section
to Adweek and Brandweek, October 14, 2009; Gyro
HSR, www.gyrohsr.com.
31. Suzanne Vranca, “New to the TV Lineup: A Flat-Panel
Teaser LG Uses Ruse of Show to Market Its Screen,”
Wall Street Journal, April 29, 2008.
32. Adapted from G. Maxwell Ule, “A Media Plan for
‘Sputnik’ Cigarettes,” How to Plan Media Strategy
(American Association of Advertising Agencies, 1957
Regional Convention), pp. 41–52.
33. Thomas C. Kinnear, Kenneth L. Bernhardt, and
Kathleen A. Krentler, Principles of Marketing, 6th ed.
(New York: HarperCollins, 1995).
34. K. Sridhar Moorthy and Scott A. Hawkins, “Advertising
Repetition and Quality Perceptions,” Journal of
Business Research 58 (March 2005), pp. 354–60;
Amna Kirmani and Akshay R. Rao, “No Pain, No Gain:
A Critical Review of the Literature on Signaling
Unobservable Product Quality,” Journal of Marketing
64 (April 2000), pp. 66–79; Amna Kirmani, “The Effect
of Perceived Advertising Costs on Brand Perceptions,”
Journal of Consumer Research 17 (September 17,
1990), pp. 160–71; Amna Kirmani and Peter Wright,
“Money Talks: Perceived Advertising Expense and
Expected Product Quality,” Journal of Consumer
Research 16 (December 1989), pp. 344–53.
35. Demetrios Vakratsas and Tim Ambler, “How
Advertising Works: What Do We Really Know?”
Journal of Marketing 63 (January 1999), pp. 26–43.
36. Levitt, Industrial Purchasing Behavior: A Study in
Communication Effects (Boston, MA: Harvard
University Division of Research, 1965).
37. “Let’s Build a Smarter Planet,” Effie Worldwide,
www.effie.org/winners/showcase/2010/; “IBM
Smarter Planet Campaign from Ogilvy & Mather
Wins Global Effie,” PRNewswire, June 9, 2010;
Jeffrey M. O’Brien, “IBM’s Grand Plan to Save the
Planet,” Fortune, April 21, 2009.
38. Prasad A. Naik and Kalyan Raman, “Understanding the
Impact of Synergy in Multimedia Communications,”
Journal of Marketing Research 40 (November 2003),
pp. 375–88. See also, Prasad A. Naik, Kalyan Raman,
and Russell S. Winer, “Planning Marketing-Mix
Strategies in the Presence of Interaction Effects,”
Marketing Science 24 (January 2005), pp. 25–34.
39. Scott Neslin, Sales Promotion, MSI Relevant
Knowledge Series (Cambridge, MA: Marketing
Science Institute, 2002).
40. Markus Pfeiffer and Markus Zinnbauer, “Can Old
Media Enhance New Media?” Journal of Advertising
Research (March 2010), pp. 42–49.
41. Ellen Neuborne, “Ads That Actually Sell Stuff,”
Business 2.0, June 2004, p. 78.
42. Sreedhar Madhavaram, Vishag Badrinarayanan, and
Robert E. McDonald, “Integrated Marketing
Communication (IMC) and Brand Identity as Critical
Components of Brand Equity Strategy,” Journal of
Advertising 34 (Winter 2005), pp. 69–80; Mike Reid,
Sandra Luxton, and Felix Mavondo, “The Relationship
between Integrated Marketing Communication, Market
Orientation, and Brand Orientation,” Journal of
Advertising 34 (Winter 2005), pp. 11–23.
43. Don E. Schultz and Heidi Schultz, IMC, The Next
Generation: Five Steps for Delivering Value and
Measuring Financial Returns (New York: McGraw-Hill,
2003); Don E. Shultz, Stanley I. Tannenbaum, and
Robert F. Lauterborn, Integrated Marketing
Communications: Putting It Together and Making It
Work (Lincolnwood, IL: NTC Business Books, 1992).
44. Bruce Horovitz, “Super Bowl Marketers Go All Out to
Create Hype, Online Buzz,” USA Today, February 8,
2010.
Chapter 18
1. Dan Sewall, “Old Spice Rolls Out New Ads,”
Associated Press, July 1, 2010; Adam Tschorn, “Old
Spice Ad Connects Women to Male Brand with a
Wink,” Los Angeles Times, March 6, 2010; Mary
Elizabeth Williams, “Take That, Super Bowl,”
Salon.com, www.salon.com, February 22, 2010.
2. Paul F. Nunes and Jeffrey Merrihue, “The Continuing
Power of Mass Advertising,” Sloan Management
Review (Winter 2007), pp. 63–69.
Endnotes
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