Kotler - Keller - Managementul Marketingului

> Gestionarea comunicårilor în maså < Capitolul 18 889
31. Warren Berger, „That’s Advertainment“, Business 2.0,
martie 2003, pag. 91-95.
32. Catherine P. Taylor, „Digitas“, Brandweek IQ Quarterly,
23 februarie 2004, pag. 24-25.
33. Jean Halliday, „Mazda Goes Viral to Tout New Cars“,
Automotive News, 24 noiembrie 2003, pag. 42B.
34. Matthew Boyle, „Hey Shoppers: Ads on Aisle 7!“, Fortune,
24 noiembrie 2003.
35. Richard Linnett, „Friends’ Tops TV Price Chart“,
Advertising Age, 15 septembrie 2003, pag. 1, 46.
36. Michael A. Kamins, Lawrence J. Marks çi Deborah
Skinner, „Television Commercial Evaluation in the Context
of Program Induced Mood: Congruency versus Consistency
Effects“, Journal of Advertising (iunie 1991): 1-14.
37. Kenneth R. Lord çi Robert E. Burnkrant, „Attention
versus Distraction: The Interactive Effect of Program
Involvement and Attentional Devices on Commercial
Processing“, Journal of Advertising (martie 1993):
47-60; Kenneth R. Lord, Myung-Soo Lee çi Paul L.
Sauer, „Program Context Antecedents of Attitude
Toward Ratio Commercials“, Journal of the Academy of
Marketing Science (iarna 1994): 3-15.
38. Roland T. Rust, Advertising Media Models: A Practical
Guide (Lexington, MA: Lexington Books, 1986).
39. Hani I. Mesak, „An Aggregate Advertising Pulsing Model
with Wearout Effects“, Marketing Science (vara 1992):
310-326; Fred M. Feinberg, „Pulsing Policies for
Aggregate Advertising Models“, Marketing Science
(vara 1992): 221-234.
40. Josephine L.C.M. Woltman Elpers, Michel Wedel çi Rik
G. M. Pieters, „Why Do Consumers Stop Viewing Television
Commercials? Two Experiments on the Influence
of Moment-to-Moment Entertainment and Information
Value“, Journal of Marketing Research 40 (noiembrie
2003): 437-453.
41. Kristian S. Palda, The Measurement of Cumulative
Advertising Effect (Upper Saddle River, NJ: Prentice
Hall, 1964), pag. 87; David B. Montgomery çi Alvin J.
Silk, „Estimating Dynamic Effects of Market Communications
Expenditures“, Management Science (iunie
1972): 485-501.
42. <www.infores.com>; Leonard M. Lodish, Magid
Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth
Lubetkin, Bruce Richardson çi Mary Ellen Stevens,
„How T.V. Advertising Works: A Meta Analysis of 389
Real World Split Cable T.V. Advertising Experiments“,
Journal of Marketing Research 32 (mai 1995): 125-139.
43. Alåturi de sursele citate mai sus, vezi David Walker çi
Tony M. Dubitsky, „Why Liking Matters“, Journal of
Advertising Research (mai – iunie 1994): 9-18; Abhilasha
Mehta, „How Advertising Response Modeling (ARM) Can
Increase Ad Effectiveness“, Journal of Advertising Research
(mai – iunie 1994): 62-74; Karin Holstius, „Sales
Response to Advertising“, International Journal of Advertising
9, nr. 1 (1990): 38-56; John Deighton, Caroline
Henderson çi Scott Neslin, „The Effects of Advertising on
Brand Switching and Repeat Purchasing“, Journal of
Marketing Research (februarie 1994): 28-43; Anil Kaul çi
Dick R. Wittink, „Empirical Generalizations about the
Impact of Advertising on Price Sensitivity and Price“,
Marketing Science 14, nr. 3, pct. 1 (1995): G151-60; Ajay
Kalra çi Ronald C. Goodstein, „The Impact of Advertising
Positioning Strategies on Consumer Price Sensitivity“,
Journal of Marketing Research (mai 1998): 210-224;
Gerard J. Tellis, Rajesh K. Chandy çi Pattana Thaivanich,
„Which Ad Works, When, Where, and How Often?
Modeling the Effects of Direct Television Advertising“,
Journal of Marketing Research 37 (februarie 2000): 32-46.
44. Nigel Hollis, „The Link between TV Ad Awareness and
Sales: New Evidence from Sales Response Modelling“,
Journal of the Market Research Society (ianuarie 1994):
41-55.
45. Dupå Robert C. Blattberg çi Scott A. Neslin, Sales
Promotion: Concepts, Methods, and Strategies (Upper
Saddle River, NJ: Prentice Hall, 1990). Acest manual
oferå cea mai cuprinzåtoare çi analiticå analizå a promovårii
vânzårilor efectuatå pânå în prezent. O trecere în
revistå extrem de actualå çi de cuprinzåtoare a lucrårilor
academice privind promovarea vânzårilor poate fi gåsitå
la Scott Neslin, „Sales Promotion“, în Handbook of
Marketing, editatå de cåtre Bart Weitz çi Robin Wensley
(London: Sage Publications, 2002), pag. 310-338.
46. Kusum Ailawadi, Karen Gedentz çi Scott A. Neslin,
„Heterogenity and Purchase Event Feedback in Choice
Models: An Empirical Analysis with Implications for Model
Building“, International Journal of Research in Marketing
16 (1999): 177-198. Vezi, de asemenea, Eric T.
Anderson çi Duncan Simester, „The Long-Run Effects of
Promotion Depth on New Versus Established Customers:
Three Field Studies“, Marketing Science 23, nr. 1
(iarna 2004): 4-20.
47. Carl Mela, Kamel Jedidi çi Douglas Bowman, „The Long
Term Impact of Promotions on Consumer Stockpiling“,
Journal of Marketing Research 35, nr. 2 (mai 1998): pag.
250-262.
48. Harald J. Van Heerde, Peter S. H. Leeflang çi Dick
Wittink, „The Estimation of Pre- and Postpromotion Dips
with Store-Level Scanner Data“, Journal of Marketing
Research 37, nr. 3 (august 2000): 383-395.
49. Paul W. Farris çi John A. Quelch, „In Defense of Price
Promotion“, Sloan Management Review (toamna 1987):
63-69.
50. Tom Fredrickson, „Banks Return to Giveaways to Bring
in Flighty Customers“, Crain’s New York Business, 15
martie 2004, pag. 30.
51. Roger A. Strang, „Sales Promotion: Fast Growth, Faulty
Management“, Harvard Business Review (iulie-august
1976): 116-119.
52. Pentru o sintezå bunå a cercetårilor privind eventuala
erodare de cåtre promovare a francizelor de consum ale
mårcilor importante, vezi Blattberg çi Neslin, Sales Promotion.
53. AutoVIBES, AutoBeat Daily, 3 martie 2004; Karen
Lundegaard çi Sholnn Freeman, „Detroit’s Challenge:
Weaning Buyers from Years of Deals“, Wall Street
Journal, 6 ianuarie 2004, pag. A1, A2.
54. Robert George Brown, „Sales Response to Promotions
and Advertising“, Journal of Advertising Research