Реклама, стимулирование сбыта и пропаганда

¹ Bob Spitz. „Caution: Men at Work on Men at Work”. — Esquire, July 1983, p. 105 —109; Kurt Loder. „Men at Work: Out to Lunch”. — Rotting Stone, June 23, 1983, p. 16 —19, 87, 88.

²Данные об объеме и структуре рекламной деятельности и ста крупнейших общенациональных рекламодателях взяты из номеров журнала «Адвертайзинг эйдж» от 16 февраля и 10 сентября 1981 г. и «Краткого статистического обзора США за 1982 —1983 гг.»

³ См.: Russell H. Colley. „Defining Advertising Goals for Measured Advertising Results”. N. Y., Association of National Advertisers, 1961.

⁴ См.: William L. Wilke and Paul W. Farris. „Comparison Advertising: Problem and Potential”. — Journal of Marketing, October 1975, p. 7 —15.

⁵ См.: Russell L. Ackoff and James R. Emshoff. „Advertising Research at Anheuser-Busch; Inc. (1963 —1968).” — Sloan Management Review, Winter 1975, p. 1—15.

⁶ John C. Maloney. „Marketing Decisions and Attitude Research”. — „Effective Marketing Coordination”, ed. George L. Baker, Jr. Chicago, American Marketing Association, 1961, p. 595 —618.

⁷ Dik Warren Twedt. „How to Plan New Products, Improve Old Ones, and Create Better Advertising”. — Journal of Marketing, January 1969, p. 53 —57.

⁸ См.: William A. Mindak and H. Malcolm Вуbee. „Marketing's Application to Fund Raising”. — Journal of Marketing, July 1971, p. 13 —18.

⁹ См.: L. Greenland. „Is This the Era of Positioning?” — Advertising Age, May 29, 1972.

¹⁰ Philip H. Dougherty. «Bad ‘Pulses’ the Market». — New York Times, February 18, 1975, p. 40.

¹¹ См.: David B.Montgomery and Alvin J. Silk. „Estimating Dynamic Effects of Market Communications Expenditures”. — Management Science, June 1972, p. 485 —501.

¹² См. Rober D. Buzzell. „E.I. Du Pont de Nemours & Co.: Measurement of Effects of Advertising” — R. D. Buzell. „Mathematical Models and Marketing Management”. Boston, Division of Research, Graduate School of Business Administration, Harvard University, 1964, p. 157 —179.

¹³ См.: Roger A. Strang. „Sales Promotion — Fast Growth, Faulty Management”. — Harvard Business Review, July-August 1976, p. 115 —124.

¹⁴ Ibid., p. 116 —119.

¹⁵ См.: Roger A. Strang, Robert M. Prentice and Alden G. Clayton. „The Relationship between Advertising and Promotion in Brand Strategy”. Cambridge, Mass., Marketing Science Institute, 1975, chap. 5.

¹⁶ Strang. „Sales Promotion”, p. 124.

¹⁷ Большинство определений в этом разделе основаны на материалах работы: John F. Luick and William Lee Siegler. „Sales Promotion and Modern Merchan­dising”. N.Y., „McGraw-Hill”, 1968.

¹⁸ Более подробно об этом можно прочесть в работе: Carl-Magnus Seipel. „Premiums — Forgotten by Theory”. — Journal of Marketing, April 1971, p. 26 —34.

¹⁹ См.: Fred. C. Allvine. „The Future for Trading Stamps and Games”. — Journal of Marketing, January 1969, p. 45 —52.

²⁰ См. „Our L'eggs Fit Your Legs”. — Business Week, March 27, 1972.

²¹ См.: Walter A. Gaw. „Specialty Advertising”. Chicago, Specialty Advertising Association, 1970.

²² См.: Suzette Cavanaugh. „Setting Objectives and Evaluating the Effectiveness Of Trade Show Exhibits”. — Journal of Marketing, October 1976, p. 100 —105.

²³ Rusell D. Bowman. „Merchandising and Promotion GrowBig in Marketing World”. — Advertising Age, December 1974, p. 21.

²⁴ См.: Strang. „Sales Promotion”, p. 120.

²⁵ См.: George Black. „Planned Industrial Publicity”. Chicago, „Putman Publi­shing”, 1952, p. 3.

²⁶ См.: Arthur M. Merims. „Marketing's Stepchild: Products Publicity”. — Har­vard Business Review, November-December 1972.

Глава 16. Продвижение товаров: