Kotler - Keller - Managementul Marketingului

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NOTE
1. Jack Neff çi Lisa Sanders, „It’s Broken“, Advertising Age,
16 februarie 2004, pag. 1, 30.
2. Ellen Neuborne, „Ads That Actually Sell Stuff“, Business
2.0, iunie 2004, pag. 78.
3. Russell H. Colley, Defining Advertising Goals for
Measured Advertising Results (New York: Association
of National Advertisers, 1961).
4. William L. Wilkie çi Paul W. Farris, „Comparison Advertising:
Problem and Potential“, Journal of Marketing
(octombrie 1975): 7-15.
5. Randall L. Rose, Paul W. Miniard, Michael J. Barone,
Kenneth C. Manning çi Brian D. Till, „When Persuasion
Goes Undetected: The Case of Comparative Advertising“,
Journal of Marketing Research (august 1993):
315-330; Sanjay Putrevu çi Kenneth R. Lord, „Comparative
and Noncomparative Advertising: Attitudinal
Effects under Cognitive and Affective Involvement
Conditions“, Journal of Advertising (iunie 1994): 77-91;
Dhruv Grewal, Sukumar Kavanoor çi James Barnes,
„Comparative versus Noncomparative Advertising: A
Meta-Analysis“, Journal of Marketing (octombrie 1997):
1-15; Dhruv Grewal, Kent B. Monroe çi P. Krishnan,
„The Effects of Price-Comparison Advertising on
Buyers’ Perceptions of Acquisition Value, Transaction
Value, and Behavioral Intentions“, Journal of Marketing
(aprilie 1998): 46-59.
6. Pentru o bunå analizå, vezi David A. Aaker çi James M.
Carman, „Are You Overadvertising?“, Journal of Advertising
Research (august-septembrie 1982): 57-70.
7. Donald E. Schultz, Dennis Martin çi William P. Brown,
Strategic Advertising Campaigns (Chicago: Crain
Books, 1984), pag. 192-197.
8. Rajesh Chandy, Gerard J. Tellis, Debbie MacInnis çi
Pattana Thaivanich, „What to Say When: Advertising
Appeals in Evolving Markets“, Journal of Marketing Research
38, nr. 4 (noiembrie 2001); Gerard J. Tellis,
Rajesh Chandy çi Pattana Thaivanich, „Decomposing
the Effects of Direct Advertising: Which Brand Works,
When, Where, and How Long?“, Journal of Marketing
Research 37 (februarie 2000): 32-46.
9. Vezi George S. Low çi Jakki J. Mohr, „Brand Managers’
Perceptions of the Marketing Communications Budget
Allocation Process“ (Cambridge, MA: Marketing Science
Institute, Report No. 98-105, martie 1998); çi lucrarea lor
„The Advertising Sales Promotion Trade-Off: Theory and
Practice“ (Cambridge, MA: Marketing Science Institute,
Report No. 92-127, octombrie 1992). Vezi, de asemenea,
Gabriel J. Beihal çi Daniel A. Sheinen, „Managing the
Brand in a Corporate Advertising Environment: A
Decision-Making Framework for Brand Managers“,
Journal of Advertising 17 (22 iunie 1998): 99.
10. Chad Bray, „If It Quacks, It May Be an Insurance Ad“,
Wall Street Journal, 2 aprilie 2003, pag. B4; Stuart
Elliott, „Why a Duck? Because It Sells Insurance“, New
York Times, 24 iunie 2002, pag. C11.
11. James B. Amdorfer, „Absolut Ads Sans Bottle Offer a
Short-Story Series“, Advertising Age, 12 ianuarie 1998,
pag. 8; Shelly Branch, „Absolut’s Latest Ad Leaves
Bottle Behind“, Wall Street Journal, 3 mai 2001, pag. B9.
12. „Radio Is Everyone“, Supliment de publicitate al Biroului
de Publicitate la Radio.
13. David Ogilvy, Ogilvy on Advertising (New York: Vintage
Books, 1983).
14. Pentru informaÆii suplimentare, vezi Dorothy Cohen,
Legal Issues in Marketing Decision Making (Cincinnati,
OH: South-Western, 1995).
15. Kim Bartel Sheehan, Controversies in Contemporary
Advertising (Thousand Oaks, CA: Sage Publications,
2003).
16. „Calvin Klein: A Case Study“, Media Awareness Network,
Ottawa, Ontario.
17. Suzanne Vranica, „Sirius Ad is Best for Most Sexist“,
Wall Street Journal, 1 aprilie 2004, pag. B6.
18. Schultz çi colectivul, Strategic Advertising Campaigns,
pag. 340.
19. Herbert E. Krugman, „What Makes Advertising Effective?“,
Harvard Business Review (martie – aprilie 1975):
98.
20. Thomas H. Davenport çi John C. Beck, The Attention
Economy: Understanding the New Currency of Business
(Boston: Harvard Business School Press, 2000).
21. Demetrios Vakratsas, Fred M. Feinberg, Frank M. Bass
çi Gurumurthy Kalyanaram, „The Shape of Advertising
Response Functions Revisited: A Model of Dynamic
Probabilistic Thresholds“, Marketing Science 23, nr. 1
(iarna 2004): 109-119.
22. Susan Thea Posnock, „It Can Control Madison Avenue“,
American Demographics (februarie 2004): 29-33.
23. James Betzold, „Jaded Riders Are Ever-Tougher Sell“,
Advertising Age, 9 iulie 2001; Michael McCarthy, „Ads
Are Here, There, Everywhere“, USA Today, 19 iunie
2001; Kipp Cheng, „Captivating Audiences“, Brandweek,
29 noiembrie 1999; Michael McCarthy, „Critics Target
«Omnipresent» Ads“, USA Today, 16 aprilie 2001.
24. Nate Nickerson, „How About This Beer Label: I’M IN
ADVERTISING“, Fast Company, martie 2004, pag. 45;
Tony Case, „Crispin, Porter + Bogusky“, Adweek, 21
iunie 2004.
25. Sam Jaffe, „Easy Riders“, American Demographics
(martie 2004): 20-23.
26. Theresa Howard, „Ads Seek Greatness“, USA Today,
23 iunie 2004, pag. 4B.
27. Jeff Pelline, „New Commercial Twist in Corporate Restrooms“,
San Francisco Chronicle, 6 octombrie 1986.
28. Brian Steinberg çi Suzanne Vranica, „Prime-Time TV’s
New Guest Stars: Products“, Wall Street Journal, 13
ianuarie 2004, pag. B1, B4.
29. Jane Weaver, „A License to Shill“, MSNBC News, 17
noiembrie 2002.
30. Joanne Lipman, „Product Placement Can Be Free
Lunch“, Wall Street Journal, 25 noiembrie 1991; John
Lippman çi Rick Brooks, „Hot Holiday Flick Pairs FedEx,
Hanks“, Wall Street Journal, 11 decembrie 2000, pag.
B1, B6.