Kotler - Keller - Managementul Marketingului

> Proiectarea çi managementul comunicaÆiilor de marketing integrate < Capitolul 17 837
Princeton University Press, 1948), capitolul 8; Crowley
çi Hoyer, „An Integrative Framework for Understanding
Two-Sided Persuasion“. Pentru un punct de vedere
alternativ, vezi George E. Belch, „The Effects of
Message Modality on One- and Two-Sided Advertising
Messages“, în Advances in Consumer Research, editori
Richard P. Bagozzi çi Alice M. Tybout (Ann Arbor, MI:
Association for Consumer Research, 1983), pp. 21-26.
17. Curtis P. Haugtvedt çi Duane T. Wegener, „Message
Order Effects in Persuasion: An Attitude Strength
Perspective“, Journal of Consumer Research, iunie
1994, pp. 205-18; H. Rao Unnava, Robert E. Burnkrant
çi Sunil Erevelles, „Effects of Presentation Order and
Communication Modality on Recall and Attitude“,
Journal of Consumer Research, decembrie 1994, pp.
481-90.
18. Sternthal çi Craig, Consumer Behavior, pp. 282-84.
19. Stuart Elliott, „Why a Duck? Because It Sells Insurance“,
New York Times, 24 iunie 2002, p. C11.
20. Michael R. Solomon, Consumer Behavior, ediÆia a 6-a
(Upper Saddle River, NJ: Prentice Hall, 2004).
21. „The Death of the Jingle“, The Economist, 8 februarie
2003, p. 61.
22. Kevin Goldman, „Advertising: Knock, Knock, Who’s
There? The Same Old Funny Ad Again“, Wall Street
Journal, 2 noiembrie 1993, p. B10. Vezi çi Marc G.
Weinberger, Harlan Spotts, Leland Campbell çi Amy L.
Parsons, „The Use and Effect of Humor in Different
Advertising Media“, Journal of Advertising Research,
mai-iunie 1995, pp. 44-55.
23. Herbert C. Kelman çi Carl I. Hovland, „Reinstatement of
the Communication in Delayed Measurement of Opinion
Change“, Journal of Abnormal and Social Psychology
48 (1953): pp. 327-35.
24. David J. Moore, John C. Mowen çi Richard Reardon,
„Multiple Sources in Advertising Appeals: When Product
Endorsers Are Paid by the Advertising Sponsor“,
Journal of the Academy of Marketing Science, vara
1994, pp. 234-43.
25. Julie Sloane, „Gorgeous George“, Fsb: Fortune Small
Business, iunie 2003, p. 36.
26. C. E. Osgood çi P. H. Tannenbaum, „The Principles of
Congruity in the Prediction of Attitude Change“,
Psychological Review 62 (1955): pp. 42-55.
27. Richard C. Morais, „Mobile Mayhem“, Forbes, 6 iulie
1998, p. 138; „Working in Harmony“, Soap Perfumery &
Cosmetics, 1 iulie 1998, p. 27; Rodger Harrabin, „A
Commercial Break for Parents“, Independent, 8 septembrie
1998, p. 18; Naveen Donthu, „A Cross Country
Investigation of Recall of and Attitude toward Comparative
Advertising“, Journal of Advertising 27, iunie
1998, p. 111; „EU to Try Again on Tobacco Advertising
Ban“, Associated Press, 9 mai 2001.
28. Leon E. Wyntner, „Group Finds Right Recipe for Milk
Ads in Spanish“, Wall Street Journal, 6 martie 1996.
29. „Rebirth of a Salesman“, The Economist, 14 aprilie 2001.
30. Michael Kiely, „Word-of-Mouth Marketing“, Marketing,
septembrie 1993, p. 6. Vezi çi Aric Rindfleisch çi Christine
Moorman, „The Acquisition and Utilization of Information
in New Product Alliances: A Strength-of-Ties Perspective“,
Journal of Marketing, aprilie 2001, pp. 1-18.
31. Ian Mount, „Marketing“, Business 2.0, august/septembrie
2001, p. 84.
32. J. Johnson Brown çi P. Reingen, „Social Ties and
Word-of-Mouth Referral Behavior“, Journal of Consumer
Research 14, 1987, pp. 350-362; Jacqueline
Johnson Brown, Peter M. Reingen çi Everett M. Rogers,
Diffusion of Innovations, ediÆia a 4-a (New York: The
Free Press, 1995).
33. Elizabeth Wellington, „Freebies and Chitchat Are Hot
Marketing Tools“, Philadelphia Inquirer, 31 decembrie
2003; Bob Sperber, „Krispy Kreme Word-of-Mouth
Tactics Continue to Go Against the Grain“, Brandweek,
21 octombrie 2002, p. 9.
34. Stephanie Thompson, „Minimal Hype Nets May Buzz at
Kiehl’s“, Advertising Age, 5 aprilie 2004, pp. 4, 33.
35. Renee Dye, „The Buzz on Buzz“, Harvard Business
Review, noiembrie-decembrie 2000, pp. 139-46.
36. Linda Tischler, „What’s the Buzz?“, Fast Company, mai
2004, pp. 76-77.
37. John Batelle, „The Net of Influence“, Business 2.0,
martie 2004, p. 70.
38. Kenneth Hein, „Run Red Run“, Brandweek, 25 februarie
2002, pp. 14-15.
39. Malcolm Macalister Hall, „Selling by Stealth“, Business
Life, noiembrie 2001, pp. 51-55.
40. Ann Meyer, „Word-of-Mouth Marketing Speaks Well for
Small Business“, Chicago Tribune, 28 iulie 2003.
41. Emanuel Rosen, The Anatomy of Buzz (New York:
Currency, 2000), capitolul 12; „Viral Marketing“, Sales &
Marketing Automation, noiembrie 1999, pp. 12-14;
George Silverman, The Secrets of Word-to-Mouth Marketing
(New York: Amacom, 2001).
42. Marian Salzman, Ira Matathia çi Ann O’Reilly, Buzz:
Harness the Power of Influence and Create Demand
(New York: John Wiley, 2003).
43. Linda Tischler, „Buzz Without Bucks“, Fast Company,
august 2003, p. 78.
44. Jack Neff, „Spam Research Reveals Disgust with Pop-Up
Ads“, Advertising Age, 25 august 2003, pp. 1, 21.
45. Theodore Levitt, Industrial Purchasing Behavior: A
Study in Communication Effects (Boston: Division of
Research, Harvard Business School, 1965).
46. Adaptare dupå 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.
47. Thomas C. Kinnear çi Kenneth L. Bernhardt, Principles
of Marketing, ediÆia a 2-a (Glenview, IL: Scott Foresman
and Co., 1986).
48. Terence Sing, „Integrated Marketing More than Just an
Internet Brochure“, Pacific Business News, 18 februarie
2004, p. 23.
49. Amna Kirmani, „The Effect of Perceived Advertising
Costs on Brand Perceptions“, Journal of Consumer
Research 17, 17 septembrie 1990, pp. 160-171; Amna
Kirmani çi Peter Wright, „Money Talks: Perceived
Advertising Expense and Expected Product Quality“,