Реклама. Принципы и практика - Уильям Уэллс
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45
Joe Morgan, «Barclays forced to withdraw0 % campaign by OFT», The London Times (November 19, 2003): 4M.
46
Herbert J. Rotfeld and Kim B. Rotzoll, «Is Advertising Puffery Believed?» Journal of Advertising 9:3 (1980): 16–20, 45.
47
Barry Newman, «Ad Ad Professor Huffs Against Puffs, but It Is a Quixotic Enterprise», Wall Street Journal (January 24, 2003): A1; Ivan Preston, «A Problem Ignored: Dilution and Negation of consumer Information by Antifactual Content», Journal of Consumer Affairs 36 (Winter 2002): 263–83; Ivan Preston, «Dilution and Negation of Consumer Information by Antifactual Content: Proposals for Solutions», Journal of Consumer Affairs 37 (Summer 2003): 1–21.
48
Stephanie Thompson, «Food fight: Kraft beats back critics», Advertising Age (January 20, 2003): 1, 37.
49
Betsy Spethmann, «Tobacco’s Two Tiers», Promo Magazine (January 2004): 24–28.
50
Deborah Vence, «Match Game», Marketing News (November 11, 2002): 1, 11–2.
51
Wendy Melillo, «FTC Reviews Ad Plans from Alcohol Clients», Adweek (May 26, 2003): 8.
52
Christopher Lawton, «Lawsuits Allege Alcohol Market Target Youth», Wall Street Journal (February 5, 2004): B1; Ira Teinowitz, «Marketers blast charges in alcohol suit», Advertising Age (December 1, 2003): 10.
53
Chuck Ross and Ira Teinowitz, «Beer Ad Has Wide Underage Reach on MTV», Advertising Age (January 6, 1997):4; Ira Teinowitz, «LFTC Governing of Beer Ads Expands to Miller, A-B», Advertising Age (April 17, 1997): 1–50.
54
Bill McInturff, «While Critics May Feet, Public Likes DTC Ads,» Advertising Age (March 26, 2001): 24; David Goetzi, «Take a Heaping Spoon-ful», Advertising Age (November 6, 2000): 32; Angetta McQueen. «Watchdog Blames Ad Spending for High Drug Costs», The Denver Post (July 11, 2001): 4c.
55
Gene R. Laczniak and Patrick E. Murphy, «Fostering Ethical Marketing Decisions», Journal of Business Ethics 10 (1991): 259–71.
56
Carter McNamara, «Complete guide to Ethics Managemebt: An Ethics Toolkit for Managers», Authenticity Consulting (http://www.managementhelp.org/ethics/ethxgde.htm). April 2004.
57
«Public Rates Nursing as Most Honest and Ethical Profession», December 1, 2003 (www.gallup.com), April 2004.
58
Peck, 2004.
59
Ennis Higgins, «Conversations with David Ogilvy». In The Art of Writing Advertising (Chicago: Advertising Publications, 1965).
60
Simon London, «Choked by a data surfeit», Financial Times (January 29, 2004, 9).
61
Thomas Bary and Daniel Howard, «A Review and Critique of the Hierarchy of Effects in Advertising», International Journal of Advertising (9:2, 1990): 429–35; Michael Ray, «Communication and the Hierachy of Effects», in New Models for Mass Communication Research, P. Clarke, ed. (Beverly Hills, CA: Sage Publications, 1973): 143–75.
62
Ivan Preston, «The Association Model of the Advertising Communication Process», Journal of Advertising 11:2 (1982): 3–14.
63
«Stuart Elliot/In Advertising: Would You Trust Mini-me with Your Money», New York Times Direct, May 20, 2003, NY Times.com.
64
David Stewart and David Furse, Television Advertising: A Study of 100 °Commercials, Lexington, MA-Lexington Books, 1996).
65
John D. Morris, Chongmoo Woo, James Geeson, Jooyoung Kim, «The Power of Affect: Prediction Intention,» Journal of Advertising Research, (May/June 2002): 7–17.
66
ussel I. Haley and Allan L. Baldinger, «The ARF Copy Research Validity Project», Journal of Advertising Research, (April/May 1991): 11–32.
67
Ivan Preston, «The Association Model of the Communication Process», Journal of Advertising 3 (1982): 3–14.
68
Bill Wells, «How Advertising Works», speech to St. Louis AMA, September 17, 1986.
69
Daniel J. O’Keefe, Persuasion: Theory and Research, (Newbury Park, CA: Sage, 1990, 17).
70
Stewart Elliot, «HP Promotes High-Tech Recycling», New York Times Direct, July 29, 2003, NYTimes.com
71
Scott McCarthy, «Your Free Flight To Maui is Hobbing the Airline Industry», Wall Street Journal (February 4, 2004): D1.
72
Herbert Krugman, «The Impact of Television Advertising: Learning Without Involvement», Public Opinion Quarterly, (29:3, 1965): 349–56.
73
John Rossiter, Larry Percy and Robert Donovan, «A Better Advertising Planning Grid», Journal of Advertising Research (October/November, 1991): 11–21.
74
Lee Bowman, «Drag ads can influence patients», Daily Camera (February 26, 2003): 11.
75
John Fetto, «One Size Doesn’t Fit All: Today’s Working Mothers Defy the Label ‘Soccer Mom,’» American Demographics (May 200): 44–45.
76
Mary Sutler and Laurel Wenitz, «U. S. Conexciones», Advertising Age (July 16, 2001): 14.
77
Mindy Charsky, «Old Navy to Tailor Message to Hispanics», Adweek (August 4, 2003): 9.
78
Jack Neff, Hillary Chura, «Buyer Cross Borders», Advertising Age (March 3, 2003): 54.
79
Gary Silverman, «Hispanics in Tune with TV Advertising», Financial Times (March 4, 2004): 18.
80
Joan Davis, «Blacks in Black and White», PROMO (August 2000): 37.
81
Jennifer Lach, «The Color of Money», American Demographics (February 2000): 59–60.
82
Arundhati Parmar, «Knowledge of Mature Market Pays Reward», Marketing News (April 28, 2003): 5–6.
83
Thomas T. Semon, «Income Is Not Always Predictor of Spending», Marketing News (March 31, 2003): 6.
84
Winston Fletcher, A Glittering Haze (Henley-on-Thames, UK: NTC, 1992).
85
James W. Peltier, John Schibrowsky, Don Schultz, and John Davis, «Interactive Psychographics: Cross-selling in the Banking Industry», Journal of Advertising Research (March/April 2002): 7–22.
86
Joseph T. Plammer, «The Concept and Application of Life-Style Segmentation», Journal of Marketing (January 1974): 34.
87
David Lipke, «Head Trips», American Demographics (October 2000): 38–40.
88
Yuri Kageyama, «The ‘Cool Hunter’ in Japan», Boulder Daily Camera (February 7, 2004): E1.
89
Karl Weiss, тезисы к курсу лекций IMC Marketing Research, University of Colorado, January 2001.
90
Инсайт – часто употребляемый англоязычный термин, который используется в рекламной практике для обозначения «открытия», ключевого факта или специфической характеристики, которая является ключом к пониманию поведения потребителей. – Примеч. науч. ред.
91
Аудит рекламы – устойчивое выражение, которое означает исследование, проводимое с целью проверки рекламных материалов по каким-либо критериям. – Примеч. науч. ред.
92
Бэтмэн – «человек – летучая мышь», популярный персонаж американских комиксов, таинственный носитель добра и справедливости. – Примеч. науч. ред.
93
«Analysis of Commercials: OnStar and Batman», http://student.claytonstate.net/~csu11197/3901/project1/.
94
Roger Wimmer and Josef Dominick, Mass Media Research, 7th ed. (Belmont CA: Wadsworth/Thomson Learning, 2003).
95
Weiss.
96
В исследовательской практике респондентами на фокус-группах могут быть представители любых целевых групп и сегментов. – Примеч. науч. ред.
97
Dennis W. Rook, «Out-Of-Focus», Marketing Research (Summer 2003): 10–15; Alison Stin Wellner, «The New Science of Focus Groups», American Demographics (March 2003): 29.
98
Susan Mendelsohn, личное сообщение, December 20, 2003.
99
Leigh Ann Steere, «Culture Club», Print, (March/April, 1999): 4–5.
100
Shay Sayre, Qualitative Methods for Marketplace Research (Thousand Oaks: CA: Sage Publications, 2001), 31.
101
Дискаутер – магазин, которые предлагает товары по более низким ценам, чем конкуренты. дискаутеры обычно отличаются скромным оформлением торговых залов, отказом от использования дорогостоящего торгового оборудования, минимальным сервисом. – Примеч. науч. ред.
102
Russel W. Belk, ed., Highways and Buyways: Naturalistic Research from the Consumer Behavior Odyssey (Provo UT: Association for consumer Research, 1991).
103
Sayre, 20.
104
Thomas Davenport, Jeanne Harris, Ajay Kohli, «How Do They Know Their customers So Well?» MIT Sloan Management Review (Winter 2001): 63–72.
105
Gerry Khermouch, «Consumers in the mist», Business Week (February 26, 2001): 92–93; Alison Stein Wellner, “Research on a Shoestring,” American Demographics (April 2001): 38–39.
106
Wellner, «Research on a Shoestring».
107
Roy S. Johnson, «Banking on Urban America», Fortune (March 2, 1998): 129–32.
108
Emily Eakin, «Penetrating the Mind by Metaphor», February 23, 2002, NYTimes.com.
109
Sandra Yin, «New or Me Too», American Demographics (September 2002): 28.
110
В данном контексте под артефактами понимаются материальные свидетельства различных событий в жизни личности. – Примеч. науч. ред.
111
Mendelsohn.
112
Robin Couler, Gerald Zaltman, and Keith Koulter, «Interpreting Consumer Perceptions of Advertising: An Application of the Zaltman Metaphor Elicitation Technique», Journal of Advertising 30: 4 (Winter 2001): 1–14; Emili Eakin, «Penetrating the Mind by Metaphor», February 23, 2002 NYTimes.com; Daniel Pink, «Metaphor Marketing», Fast Company, http://www.fastcompany.com/magazine/14/zaltman.html; HBS Division of Research, The Mind of the Market Laboratory, «ZMET», http://www.hbs.edu/mml/zmet.html.
113
Catherine Arnold, «Hershey Research Sees Net Gain», Marketing News (November 25, 2002): 17.
114
Paula Kephart, «Virtual Testing», Marketing Tools (June 1998).
115
«Comfort Zone», Adweek Special Planning Section (July 3, 1998): 31.
116
Tom Duncan and Sandra Moriarty, Driving Brand Value: Using Integrates Marketing to Manage Profitable Stakeholder Relationships, (New York: McGraw-Hill, 1997).
117
Reseach for R. O. I.: Communications Workshop, Chicago: DDB Needham (April 10, 1987).
118
В российской практике выражение account-planner применяется крайне редко. Функции такого специалиста обычно делят между собой менеджер по исследованиям и менеджер по стратегическому планированию. – Примеч. науч. ред.
119
«What Is Account Planning? (and what do account planners do exactly?)», Account Planning Group (APG), http://www.apg.org.uk.
