Marketing_Management_14th_Edition-min

Split Cable T.V. Advertising Experiments,” Journal of
Marketing Research 32 (May 1995), pp. 125–39.
58. Rebecca J. Slotegraaf and Koen Pauwels, “The Impact
of Brand Equity Innovation on the Long-Term
Effectiveness of Promotions,” Journal of Marketing
Research 45 (June 2008), pp. 293–306.
59. For a model for setting sales promotions objectives,
see David B. Jones, “Setting Promotional Goals: A
Communications Relationship Model,” Journal of
Consumer Marketing 11 (1994), pp. 38–49.
60. Kusum L. Ailawadi, Bari A. Harlam, Jacques Cesar, and
David Trounce, “Promotion Profitability for a Retailer:
The Role of Promotion, Brand, Category, and Store
Characteristics,” Journal of Marketing Research 43
(November 2006), pp. 518–36.
61. Emily Bryson York and Natalie Zmuda, “Sampling:
The New Mass Media,” Advertising Age, May 12, 2008,
pp. 3, 56.
62. Sarah Skidmore, “Coupons Evolve for the Digital Age,”
Associated Press, August 30, 2009; “20 Most Popular
Comparison Shopping Websites,” eBizMBA,
www.ebizmba.com, June 2010.
63. Miguel Gomez, Vithala Rao, and Edward McLaughlin,
“Empirical Analysis of Budget and Allocation of Trade
Promotions in the U.S. Supermarket Industry,” Journal
of Marketing Research 44 (August 2007); Norris Bruce,
Preyas S. Desai, and Richard Staelin, “The Better They
Are, the More They Give: Trade Promotions of
Consumer Durables,” Journal of Marketing Research
42 (February 2005), pp. 54–66.
64. Kusum L. Ailawadi and Bari Harlam, “An Empirical
Analysis of the Determinants of Retail Margins: The
Role of Store Brand Share,” Journal of Marketing 68
(January 2004), pp. 147–66; Kusum L. Ailawadi, “The
Retail Power-Performance Conundrum: What Have We
Learned?” Journal of Retailing 77 (Fall 2001),
pp. 299–318; Paul W. Farris and Kusum L. Ailawadi,
“Retail Power: Monster or Mouse?” Journal of Retailing
(Winter 1992), pp. 351–69; Koen Pauwels, “How
Retailer and Competitor Decisions Drive the Long-Term
Effectiveness of Manufacturer Promotions,” Journal of
Retailing 83 (2007), pp. 364–90.
65. James Bandler, “The Shadowy Business of Diversion,”
Fortune, August 17, 2009, p. 65; Rajiv Lal, John Little,
and J. M. Vilas-Boas, “A Theory of Forward Buying,
Merchandising, and Trade Deals,” Marketing Science
15 (Winter 1996), pp. 21–37.
66. IBIS World USA, www.ibisworld.com; Noah Lim,
Michael J. Ahearne, and Sung H. Ham, “Designing
Sales Contests: Does the Prize Structure Matter?”
Journal of Marketing Research 46 (June 2009),
pp. 356–71.
67. “Kraft’s Oreo Takes Super Reggie,” Promo, March 12,
2009; Elaine Wong, “How Kraft’s Double Stuf Oreo
Launch Trumped Expectations,” Brandweek, August
31, 2009; “Oreo Double Stuf Racing League (DSRL),”
Promotion Marketing Association, www.pmalink.org.
68. Kurt H. Schaffir and H. George Trenten, Marketing
Information Systems (New York: AMACOM, 1973), p. 81.
69. Joe A. Dodson, Alice M. Tybout, and Brian Sternthal,
“Impact of Deals and Deal Retraction on Brand
Switching,” Journal of Marketing Research 15
(February 1978), pp. 72–81.
70. IEG Sponsorship Report, as quoted in “Sponsorship
Spending Revised, Growth Cut in Half: IEG,” Promo,
June 18, 2009.
71. Philip Kotler, “Atmospherics as a Marketing Tool,”
Journal of Retailing (Winter 1973–1974), pp. 48–64.
72. Kathleen Kerwin, “When the Factory Is a Theme Park,”
BusinessWeek, May 3, 2004, p. 94; Vanessa O’Connell,
“‘You-Are-There’ Advertising,” Wall Street Journal,
August 5, 2002.
73. Jeff Borden, “Tornado: Experiential Marketing Takes
the Industry by Storm in 2008,” Marketing News,
January 15, 2008, pp. 23–26.
74. Michael Schmelling, “Creative Mischief,” Fast
Company, November 2008, pp. 134–38; “GE Profile
Inflatable Product Replicas Hit Times Square,”
Landmark Creations, www.landmarkcreations.com;
Laurie Sullivan, “GE Ads Show How to Lighten the
Laundry Load,” Marketing Daily, August 27, 2008.
75. “Personal Care Marketers: Who Does What,” IEG
Sponsorship Report, April 16, 2007, p. 4.
76. Bettina Cornwell, Michael S. Humphreys, Angela M.
Maguire, Clinton S. Weeks, and Cassandra Tellegen,
“Sponsorship-Linked Marketing: The Role of
Articulation in Memory,” Journal of Consumer
Research 33 (December 2006), pp. 312–21.
77. Hilary Cassidy, “So You Want to Be an Olympic
Sponsor?” Brandweek, November 7, 2005,
pp. 24–28.
78. “Brands Suit Up for ‘Iron Man 2,’” Adweek, May 14,
2010.
79. “BB&T Continues Sponsorship with Clint Bowyer,
Richard Childress Racing,” SceneDaily, January 14,
2010; “BB&T Puts Name on New Winston-Salem
Ballpark,” Winston-Salem Journal, February 24, 2010;
“Bank’s New Department, Deals Reflect Elevated
Sponsorship Status,” IEG Sponsorship Report, April
16, 2007, pp. 1, 8.
80. The Association of National Advertisers has a useful
source: Event Marketing: A Management Guide, which
is available at www.ana.net/bookstore.
81. T. Bettina Cornwell, Clinton S. Weeks, and Donald
P. Roy, “Sponsorship-Linked Marketing: Opening the
Black Box,” Journal of Advertising 34 (Summer
2005).
82. Constantine von Hoffman, “Buying Up the Bleachers,”
Brandweek, February 19, 2007, pp. 18–21.
83. William L. Shankin and John Kuzma, “Buying That
Sporting Image,” Marketing Management (Spring
1992), pp. 65.
84. B. Joseph Pine and James H. Gilmore, The Experience
Economy: Work Is Theatre and Every Business a Stage
(Cambridge, MA: Harvard University Press, 1999).
85. “2006 Experiential Marketing Study,” Jack Morton,
www.jackmorton.com.
Endnotes
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