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:
  1. II.
  2. PR-
  3. VII.
  4. .

1 .

2 , : Marketing Definitions: a Glossary of Marketing Terms. Chicago, American Marketing Association, 1960. , , , , , . , .

3 .: Michael L. Ray and William L. Wilkie. Fear: the Potential of an Appeal Neglected by Marketing. Journal of Marketing, January 1970, p. 5556; Brian Sternthal and C. Samuel Craig. Feal Appeals Revisited and Revised. Journal of Consumer Research, December 1974, p. 2234.

4 Brian Sternthal and C. Samuel Craig. Humor in Advertising. Journal of Marketing, October 1973, p. 1218.

5 Carl I. Hovland and Wallace Mandell. An Experimental Comparison. Journal of Abnormal and Social Psychology, July 1952, p. 581588.

6 .: . I. Hovland, A. A. Lumsdaine and F. D. Sheffield. Experiments on Mass Communication, vol. 3. Princeton, N.J., Prinston University Press, 1948, chap. 8.

7 .: James F. Engel, Roger D. Blackwell and David T. Kollat. Consumer Behavior, 3d ed. Hinsdale, ., Dryden Press, 1978, p. 346348.

8 .: Thomas S. Robertson. Innovative Behavior and Communication. N. Y., Holt, Rinehart & Winston, 1971, chap. 9.

9 cm,: Philip Kotler. Atmospherics as a Marketing Tool . Journal of Retailing, Winter 1973/74, p. 48 64.

10 P.P. Lazarfeld, B. Berelson and H. Gaudet. The People's Choice, 2d ed. N. Y., Columbia University Press, 1948, p. 151.

11 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, p. 327 335. . Fortune, December 1956, p. 123.



13 Albert Wesley Frey. How Many Dollars for Advertising. N.Y., Ronald Press, 1955, p. 65.

14 Ibid., p. 49.

15 .: G. Maxwell Ule. A Media Plan for Sputnik Cigarettes. How to Plan Media Strategy. American Association of Advertising Agencies, 1957 Regional Convention, p. 4152.

16 .: Sidney J. Levy. Promotional Behavior. Glenview, ., Scott, Foresman, 1971, chap. 4.

17 Ibid.

18 Sales and Marketing Management, February 23, 1981, p, 34.

19 How Advertising Works in Today's Marketplace. The Morrill Study. N.Y., McGraw-Hill", 1971, p. 4.

20 What IBM Found about Ways to Influence Selling. Business Week, December 5, 1959, p. 69 70. . : Harold . Cash and William J. Crissy. Comparison of Advertising and Selling ,,The Psychology of Selling, vol. 12. Flushing, N.Y., Personal Development Associates, 1965.

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