Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/eBack Matter Notes © The McGraw−Hill
Companies, 2002794 Notes
Rajshekhar G. Javalgi, “A Cross-Cultural Analysis of the Visual Compo-
nents of Print Advertising: The United States and the European
Community,” Journal of Advertising Research,January/February 1992,
p.71; Terence Nevett, “Differences Between American and British Tele-
vision Advertising: Explanations and Implications,” Journal of
Advertising,December 1992, pp. 61–72; Bob D. Cutler and Rajshekhar
G. Javalgi, “Comparison of Business-to-Business Advertising: The
United States and the United Kingdom,” Industrial Marketing Manage-
ment,April 1994, pp. 117–24.
3.“Write It Off,” Advertising Age, July 2, 2001, p. 1ff.; “Turn Signals,”
Advertising Age, June 25, 2001, p. 44; “Forecast: Hazy,” Advertising Age,
June 18, 2001, p. 4ff.; “Europe’s Ad-Spending Picture Gets Darker,” The
Wall Street Journal,June 14, 2001, p. B5; “Top Forecaster Sees Lower Ad
Growth,” Advertising Age, June 11, 2001, p. 1ff.; “A Lot of Subtraction in
Ad Game,” Raleigh News & Observer, April 6, 2001, p. 1Dff.; “The Party’s
Over,” Advertising Age, January 1, 2001, p. 1ff.; “Asian Industry Has High
Hopes for 2001,” The Wall Street Journal,December 29, 2000, p. A10.
4.“Unilever Leapfrogs P&G, Takes Ad Lead Outside U.S.,” Advertis-
ing Age, November 13, 2000, p. 21; “Special Report: Global Marketers,
the World’s Biggest Spenders,” Ad Age Global, November 2000, pp.
35–44. “2000 Advertising-to-Sales Ratios for the 200 Largest Ad Spend-
ing Industries,” Advertising Age,June 2000; Kip D. Cassino, “An
Advertising Atlas,” American Demographics,August 1994, pp. 44–55;
Kusum L. Ailawadi, Paul W. Farris, and Mark E. Parry, “Share and
Growth Are Not Good Predictors of the Advertising and Promotion/
Sales Ratio,” Journal of Marketing, January 1994, pp. 86–97.
5.“Forecast: Hazy,” Advertising Age, June 18, 2001, p. 4ff.; “Top Fore-
caster Sees Lower Ad Growth,” Advertising Age, June 11, 2001, p. 1ff.;
“Economic Mood Channels Tough Talk on TV Ad Sales,” USA Today,
May 9, 2001, p. 1Bff.; “The Party’s Over,” Advertising Age, January 1,
2001, p. 1ff.
6.Exact data on this industry are elusive, but see U.S. Bureau of the
Census, Statistical Abstract of the United States 1997 (Washington, DC:
U.S. Government Printing Office, 1997), pp. 410–15
7.For more on Dryel, see “The Dirt on At-Home Dry Cleaning,” The
Wall Street Journal,September 15, 2000, p. W14. See also “Sour Dough:
Pizza Hut v. Papa John’s,” Brandweek, May 21, 2001, pp. 26–30; Kenneth
C. Manning, “Understanding the Mental Representations Created by
Comparative Advertising,” Journal of Advertising, Summer 2001, pp.
27–40; “Irate Firms Take Comparisons to Court,” The Wall Street Journal,
December 22, 1999, p. B8; “Survey: Comparative Ads Can Dent Car’s
Credibility,” Advertising Age,May 4, 1998, p. 26; “Rivals Take the Gloves
Off as Taste-Test Wars Heat Up,” The Wall Street Journal,March 30,
1998, p. B10; “Industry Panel Refers FedEx Case to FTC,” The Wall Street
Journal,April 11, 1997, p. B6; Diana L. Haytko, “Great Advertising
Campaigns: Goals and Accomplishments,” Journal of Marketing, April
1995, pp. 113–15; Carolyn Tripp, “Services Advertising: An Overview
and Summary of Research, 1980–1995,” Journal of Advertising, Winter
1997, pp. 21–38; Dhruv Grewal, Sukumar Kavanoor, Edward F. Fern,
Carolyn Costley, and James Barnes, “Comparative Versus Noncompara-
tive Advertising: A Meta-Analysis,” Journal of Marketing, October 1997,
pp. 1–15; Marla R. Stafford and Ellen Day, “Retail Services Advertising:
The Effects of Appeal, Medium, and Service,” Journal of Advertising,
Spring 1995, pp. 57–71; For more on AT&T, MCI, and Sprint’s compara-
tive ads, see “Best Phone Discounts Go to Hardest Bargainers,” The Wall
Street Journal,February 13, 1997, p. B1ff.; “Fighting for Customers Gets
Louder,” USA Today,January 9, 1995, p. 1Bff.; “Discount War Can Be
Confusing,” USA Today,September 23, 1994, p. 1Bff.; “AT&T Tweaks
MCI’s ‘Friends,’” Advertising Age,March 2, 1992, p. 4. For other exam-
ples of comparative advertising, see “Allergy Drugs Wage a Bitter War of
the Noses,” The Wall Street Journal,May 23, 1996, p. B1ff.; “New Drug
Ads Give Doctors Heartburn,” The Wall Street Journal,April 25, 1996, p.
B9; “Bitter Ads to Swallow,” Ti m e ,April 1, 1996, pp. 48–49; “More
Heartburn Relief Unsettles Market,” The Wall Street Journal,February 7,
1996, p. B6; “New Ammo for Comparative Ads,” Advertising Age,Febru-
ary 14, 1994, p. 26; Thomas E. Barry, “Comparative Advertising: What
Have We Learned in Two Decades?” Journal of Advertising Research,
March/April 1993, pp. 19–29; Naveen Donthu, “Comparative Advertis-
ing Intensity,” Journal of Advertising Research,November/December 1992,
pp. 53–58.
8.“As BP Goes Green, the Fur Is Flying,” The Wall Street Journal,
April 16, 2001, p. B1ff.
9.“Brawl Erupts Over Do-Good Advertising,” The Wall Street Journal,
September 29, 1997, p. B1ff.; “Cause and Effects Marketing,” Brandweek,
April 22, 1996, pp. 38–40; “Are Good Causes Good Marketing?” Business
Week,March 21, 1994, pp. 64–66; “Chemical Firms Press Campaigns to
Dispel Their ‘Bad Guy’ Image,” The Wall Street Journal,September 20,
1988, p. 1ff.; “Spiffing up the Corporate Image,” Fortune,July 21, 1986,
pp. 68–72; Minette E. Drumwright, “Company Advertising With a
Social Dimension: The Role of Noneconomic Criteria,” Journal of Mar-
keting, October 1996, pp. 71–87; Eric Haley, “Exploring the Construct of
Organization As Source: Consumer’s Understandings of Organizational
Sponsorship of Advocacy Advertising,” Journal of Advertising, Summer
1996, pp. 19–35; John K. Ross III, Larry T. Patterson, and Mary Ann
Stutts, “Consumer Perceptions of Organizations That Use Cause-Related
Marketing,” Journal of the Academy of Marketing Science,Winter 1992,
pp. 93–98.
10.For more on Benetton, see “Store Owners Rip into Benetton,”
Advertising Age,February 6, 1995, p. 1; “Benetton, German Retailers
Squabble,” Advertising Age,February 6, 1995, p. 46; “Benetton
Brouhaha,” Advertising Age,February 17, 1992, p. 62. For more on Intel,
see “Intel Inside at 10,” Advertising Age, April 30. 2001, p. 4ff.; “Co-op
Crossroads,” Advertising Age, November 15, 1999, p. 1ff.; “Intel Will
Help Pay Costs of PC Makers’ Web Ads,” USA Today,August 5, 1997, p.
1B; “Changes to Intel’s Co-Op Program Could Boost Web Advertising
40%,” The Wall Street Journal,August 5, 1997, p. B7; “Intel Co-op Could
Bring $150 Million to the Web,” Advertising Age,July 28, 1997, p. 16;
“How Strong Is the Case Against Intel?” Business Week,June 22, 1998, p.
42; “Intel Proposal Is Angering Web Publishers,” The Wall Street Journal,
January 16, 1998, p. B1ff.; “Trade Bait,” Brandweek,December 1, 1997,
pp. 36–44; “Intel’s Amazing Profit Machine,” Fortune,February 17, 1997,
pp. 60–72. For more on GM, see “Still Pulling the Strings, But Locally,
Too,” Brandweek, April 17, 2000, pp. 34–42; “GM Dealers Rebel Against
Local Ad Structure,” Advertising Age, January 24, 2000, p. 3ff.; “GM
Dealers Aren’t Buying It,” Business Week,February 8, 1999, pp. 46–50.
11.For more on co-op ads, see “Big Blue Offers Solutions with $60 Mil
Co-op Effort,” Advertising Age, April 30, 2001, p. 8; “Revlon Plans
Another Makeover,” The Wall Street Journal,November 21, 2000, p.
B1ff.; “Retailers Open Doors Wide for Co-op,” Advertising Age,August 1,
1994, p. 30; John P. Murry and Jan B. Heide, “Managing Promotion Pro-
gram Participation Within Manufacturer-Retailer Relationships,” Journal
of Marketing, January 1998, pp. 58–68. For more on joint promotions, see
“Joint Marketing with Retailers Spreads,” The Wall Street Journal,Octo-
ber 24, 1996, p. B6; “Joint Promotions Spawn Data Swap,” Advertising Age,
October 7, 1991, p. 44; “H&R Block, Excedrin Discover Joint Promo-
tions Can Be Painless,” The Wall Street Journal,February 28, 1991, p. B3.
12.“Firms Pitch New Place to Park Ads,” The Wall Street Journal,July
11, 2001, p. B10; “Look Up, Down, All Around—Ads Fill Airports,
Planes,” USA Today, July 10, 2001, p. 12B; “It’s an Ad, Ad, Ad, Ad
World,” Ti m e, July 9, 2001, p. 17; “Ads Are Here, There, Everywhere,”
USA Today, June 19, 2001, p. 1Bff.; “Ahh, the Sun, the Surf... and
Tons of Ads,” USA Today, May 24, 2001, p. 3B; “Video Venue Joins the
Line for Gas-Pump Advertising,” Advertising Age, April 23, 2001, p. 8;
“Think Graffiti Is All That’s Hanging in Subway Tunnels? Look Again,”
The Wall Street Journal,April 4, 2001, p. B1ff.; “Ads Show Up in Unex-
pected Places,” USA Today, March 23, 2001, p. 1Bff.; “Ad-Packed TVs
May Soon Be Boarding City Buses,” The Wall Street Journal,February 21,
2001, p. B1ff.; “Signage-itis: More Buildings Sport Billboards,” The Wall
Street Journal,January 10, 2001, p. B10; “Happy Meal?” Brandweek,
November 13, 2000, p. 98; “From Elevators to Gas Stations, Ads Multi-
plying,” Advertising Age, November 13, 2000, pp. 40–42; “Moving
Targets,” American Demographics, October 2000, pp. 32–36; “Motorists