Маркетинг менеджмент

Альтернативная модель коммуникации, разработанная специально для рекламы, представлена в работе: Barbara B. Stern, «A Revised Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient», Journal of Advertising (June 1994): 5–15. Дополнительные замечания вы можете найти в работе: Tom Duncan and Sandra E. Moriarity, «A Communication-Based Marketing Model for Managing Relationships», Journal of Marketing (April 1998): 1–13.

487

Demetrios Vakratsas and Tim Ambler, «How Advertising Works: What Do We Really Know?» 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»).

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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).

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