Journal of Marketing 63, no. 1 (January 1999): 26—43.
488
В основу данного раздела положен материал великолепной книги: Росситер Дж. Р., Перси Л. Реклама и продвижение товаров. 2-е изд. – СПб.: Питер, 2003. – 656 с.: ил. – (Серия «Маркетинг для профессионалов»).
489
Росситер Дж. Р., Перси Л. Реклама и продвижение товаров. 2-е изд. – СПб.: Питер, 2003. – 656 с.: ил. – (Серия «Маркетинг для профессионалов»).
490
James F. Engel, Roger D. Blackwell, and Paul W. Minard, Consumer Behavior , 9th ed. (Fort Worth, TX: Dryden, 2001).
491
Ayn E. Crowley and Wayne D. Hoyer, «An Integrative Framework for Understanding Two-Sided Persuasion», Journal of Consumer Research (March 1994): 561—574.
492
C. I. Hovland, A. A. Lumsdaine, and F. D. Sheffield, Experiments on Mass Communication, vol. 3, (Princeton, NJ: Princeton University Press, 1948), ch. 8; Ayn E. Crowley and Wayne D. Hoyer, «An Integrative Framework for Understanding Two-Sided Persuasion», Journal of Consumer Research (March 1994): 561—574. Альтернативную точку зрения вы можете найти в работе: George E. Belch, The Effects of Message Modality on One– and Two-Sided Advertising Messages», in Advances of Consumer Research , eds. Richard P. Bagozzi and Alice M. Tybout (Ann Arbor, MI: Association for Consumer research, 1983), pp. 21—26.
493
Curtis P. Haugtvedt and Duane T. Wegener, «Message Order Effects in Persuasion: An Attitude Strength Perspective», Journal of Consumer Research (June 1994): 205—218; H. Rao Unnava, Robert E. Burnkrant, and Sunil Erevelles, «Effects of Presentation Order and Communication Modality on Recall and Attitude», Journal of Consumer Research (December 1994): 481—490.
494
Brian Sternthal and C. Samuel Craig, Consumer Behavior: An Information Processing Perspective (Upper Saddle River, NJ: Prentice Hall, 1982), pp. 282—284.
495
Kevin Goldman, «Advertising: Knock, Knock. Who’s There? The Same Old Funny Ad Again», Wall Street Journal, November 2, 1993, p. B10; Marc G. Weinberger, Harlan Spotts, Leland Campbell, and Amy L. Parsons, «The Use and Effect of Humor in Different Advertising Media», Journal of Advertising Research (May–June 1995): 44—55.
496
Herbert C. Kelman and Carl I. Hovland, «Reinstatement of the Communication in Delayed Measurement of Opinion Change», Journal of Abnormal and Social Psychology 48 (1953): 327—335.
497
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 (Summer 1994): 234—243.
498
Richard C. Morais, «Mobile Mayhem», Forbes , July 6, 1998, p. 138; «Working in Harmony», Soap Perfumery & Cosmetics, July 1, 1998, p. 27; Rodger Harrabin, «A Commercial Break for Parents», Independent , September 8, 1998, p. 19; Naveen Donthu, «A Cross-Country Investigation of Recall of and Attitude Toward Comparative Advertising», Journal of Advertising 27 (June 1998): 111; «EU to Try Again on Tobacco Advertising Ban», Associated Press , May 9, 2001.
499
«Rebirth of a Salesman», The Economist, April 14, 2001.
500
Rob Eder, «Chain Drug Can Learn a Thing or Two from Kiehl’s», Drug Store News, August 6, 2001, p. 12; Stephanie Thompson, «Minimal Hype Nets Max Buzz at Kiehl’s», Advertising Age, April 5, 2004, pp. 4, 33.
501
«Renee Dye, The Buzz on Buzz», Harvard Business Review (November–Desember 2000), 139—146.
502
John Batelle, «The Net of Influence», Business 2.0, March 2004, p. 70.
503
Kenneth Hein, «Run Red Run», Brandweek, February 25, 2002, pp. 14—15.
504
Malcolm Macalister Hall, «Selling by Stealth», Business Life, November 2001, pp. 51—55.
505
Ann Meyer, «Word-of-Mouth Marketing Speaks Well for Small Business», Chicago Tribune , July 28, 2003.
506
Emanuel Rosen, The Anatomy of Buzz (New York: Currency, 2000), ch. 12; «Viral Marketing, Sales & Marketing Automation» (November 1999): 12—14; George Silverman, The Secrets of Word-of-Mouth Marketing (New York: AMACOM, 2001).
507
Jack Neff, «Spam Research Reveals Disgust with Pop-Up Ads», Advertising Age, August 25, 2003, pp. 1, 21.
508
John Lehmann, «Permission Marketing Personalizes the Sales Pitch», Crain’s Cleveland Business, September 13, 2004, p. 23: Karin Connelly, «Effective Emailing», Inside Business , June 2003, pp. 59+; Gina Bernacci, «Permission Marketing: A New Path for Your Appeals», NonProfit Times, March 15, 2002, p. 23; L. Erwin, «The Secret Behind Permission-Based Marketing», Credit Union Executive , January 2001, pp. 42+.
509
William T. Moran, «Insights from Pricing Research», in E. B. Bailey, ed., Pricing Practices and Strategies (New York: The Conference Board, 19780 pp. 7–13.
510
Gerry Khermouch, «The Top 5 Rules of Ad Game, BusinessWeek , January 20, 2003, pp. 72—73.
511
Don E. Schultz, Stanley I. Tannenbaum, and Robert E. Lauterborn, Integrated Marketing Communications: Putting It Together and Making It Work (Lincolnwood, IL: NTC Business Books, 1992); Don E. Schultz and Haidi Schultz, IMC, The Next Generation: Five Steps For Delivering Value and Measuring Financial Returns (New York: McGraw-Hill, 2003).
512
Stacy Perman, «Branson: “I Love to Try Everything”», BusinessWeek Online , August 31, 2005, (www.businessweek.com); «Denver Man Will Boldly Go on Virgin Space Flight», Wireless News, March 24, 2005; Sean Hargrave, «Making Waves», New Media Age , January 15, 2004, pp. 24—27; Adam Lashinsky, «Shootout in Gadget Land», Fortune , November 10, 203, p. 74; Sam Hill and Glenn Rifkin, Radical Marketing (New York: Harper Business, 1999); «Virgin Holiday Store Hires HHM for Major Push», Precision Marketing , January 23, 2004, pp. 3–4.
513
William L. Wilkie and Paul W. Farris, «Comparison Advertising: Problem and Potential», Journal of Marketing (October 1975): 7–15.
514
Donald E. Schultz, Dennis Martin and William P. Brown, Strategic Advertising Campaigns (Chicago: Crain Books, 1984), pp. 192—197.
515
David Ogilvy, Ogilvy on Advertising (New York: Vintage Books, 1983).
516
Kim Bartel Sheenan, Controversies in Contemporary Advertising (Thousand Oaks, CA: Sage Publications, 2003).
517
Suzanne Vranica, «Sirius Ad is Best for Most Sexist», Wall Street Journal , April 1, 2004, p. B6.
518
Donald E. Schultz, Dennis Martin and William P. Brown, Strategic Advertising Campaigns (Chicago: Crain Books, 1984), p. 340.
519
Herbert E. Krugman, «What Makes Advertising Effective?» Harvard Business Review (March– April 1975): 98.
520
Thomas H. Davenport and John C. Beck, The Attention Economy: Understanding the New Currency of Business (Boston: Harvard Business School Press, 2000).
521
Demetrios Vakratsas, Fred M. Feinberg, Frank M. Bass, and Gurumurthy Kalyanarum, «The Shape of Advertising Response Functions Revisited: A Model of Dynamic Probabilistic Thresholds», Marketing Science 23, no. 1 (Winter 2004): 109—119.
522
Susan Thea Posnock, «It Can Control Madison Avenue», American Demographics (February 2004): 29—33.
523
James Betzold, «Jaded Riders Are Ever-Tougher Sell», Advertising Age , July 9, 2001, p. S2; Michael McCarthy, «Ads Are Here, There, Everywhere», USA Today , June 19, 2001, www.usatoday.com; Kipp Cheng, «Captivating Audiences», Brandweek , November 29, 1999, p. 64; Michael McCarthy, «Critics Target ‘Omnipresent’ Ads», USA Today , April 16, 2001, www.usatoday.com
524
Hani I. Mesak, «An Aggregate Advertising Pulsing Model with Wearout Effects», Marketing Science , Summer 1992, pp. 310—326; Fred M. Feinberg, «Pulsing Policies for Aggregate Advertising Models», Marketing Science , Summer 1992, pp. 221—234.
525
Kristian S. Palda, The Measurement of Cumulative Advertising Effect (Upper Saddle River, NJ: Prentice Hall, 1964), p. 87; David B. Montgomery and Alvin J. Silk, «Estimating Dynamic Effects of Market Communications Expenditures», Management Science (June 1972): 485—501.
526
Помимо приведенных выше работ см. также: David Walker and Tony М. Dubitsky, «Why Liking Matters», Journal of Advertising Research (May–June 1994): 9–18; Abhilasha Mehta, «How Advertising Response Modeling (ARM) Can Increase Ad Effectiveness», Journal of Advertising Research (May–June 1994): 62—74; Karin Holstius, «Sales Response to Advertising», International Journal of Advertising 9, no. 1 (1990): 38—56; John Deighton, Caroline Henderson, and Scott Neslin, «The Effects of Advertising on Brand Switching and Repeat Purchasing», Journal of Marketing Research (February 1994): 28—43; Anil Kaul and Dick R. Wittink, «Empirical Generalizations About the Impact of Advertising on Price Sensitivity and Price», Marketing Science 14, no. 3, pt. 1(1995): G151–160; Ajay Kalra and Ronald C. Goodstein, «The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity», Journal of Marketing Research ( May 1998): 210—224; Gerard J. Tellis, Rajesh K. Chandy, and Pattana Thaivanich, «Which Ad Works, When, Where, and How Often?» Modeling the Effects of Direct Television Adertising», Journal of Marketing Research 37 (February 2000): 32—46.
527
Robert C. Blattberg and Scott A. Neslin, Sales Promotion: Concepts, Methods, and Strategies (Upper Saddle River, NJ: Prentice Hall, 1990). Современный полный обзор теоретических исследований, посвященных стимулированию сбыта, вы можете найти в работе: Scott Neslin, «Sales Promotion», in