Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e
Back Matter Notes © The McGraw−Hill
Companies, 2002Notes 797Business Advertising: Which Layout Style Works Best?” Journal of Adver-
tising Research,November/December 1992, pp. 39–46.
22.Fahad S. Al-Olayan, “A Content Analysis of Magazine Advertise-
ments from the United States and the Arab World,” Journal of
Advertising, Fall 2000, pp. 69–83; “Exxon Centralizes New Global Cam-
paign,” The Wall Street Journal,July 11, 2001, p. B6; “McCann Finds
Global a Tough Sell in Japan,” The Wall Street Journal,June 19, 1997, p.
B2; “Microsoft Global Image Campaign Is Dizzying without a Hard Sell,”
The Wall Street Journal,November 11, 1994, p. B7; Fred Zandpour et al.,
“Global Reach and Local Touch: Achieving Cultural Fitness in TV
Advertising,” Journal of Advertising Research,September/October 1994,
pp. 35–63; Michael G. Harvey, “A Model to Determine Standardization
of the Advertising Process in International Markets,” Journal of Advertising
Research,July/August 1993, pp. 57–64; Barbara Mueller, “Standardization
vs. Specialization: An Examination of Westernization in Japanese
Advertising,” Journal of Advertising Research,January/February 1992, pp.
15–24; Dana L. Alden, Wayne D. Hoyer, and Chol Lee, “Identifying
Global and Culture-Specific Dimensions of Humor in Advertising: A
Multinational Analysis,” Journal of Marketing,April 1993, pp. 64–75;
“International Special Report: Global Media,” Advertising Age Interna-
tional,July 18, 1994, p. I11–16; Ali Kanso, “International Advertising
Strategies: Global Commitment to Local Vision,” Journal of Advertising
Research,January/February 1992, pp. 10–14; “Professor Stands by His
Theory on Global Advertising,” The Wall Street Journal,October 13, 1992,
p. B10; Theodore Levitt, “The Globalization of Markets,” Harvard Busi-
ness Review,May–June 1983, pp. 92–102; Kamran Kashani, “Beware the
Pitfalls of Global Marketing,” Harvard Business Review,September/Octo-
ber 1989, pp. 91–98; Ludmilla G. Wells, “Western Concepts, Russian
Perspectives: Meanings of Advertising in the Former Soviet Union,”
Journal of Advertising, March 1994, pp. 83–95; William L. Shanklin and
David A. Griffith, “Crafting Strategies for Global Marketing in the New
Millennium,” Business Horizons, September–October 1996, pp. 11–16.
23.“Will Ad Agencies Survive Slowdown?” Investor’s Business Daily,
May 8, 2001, p. A1; “IBD Corporate Leaders: Advertising Agencies,” In-
vestor’s Business Daily, May 8, 2001, p. B20; “Agency Report,” Advertising
Age, April 23, 2001, pp. S1–36; “Interpublic Still Faces Hurdles in True
North Deal,” Advertising Age, March 26, 2001, p. 3fff.; “Slim Selection Is
Seen for Takeover Targets,” The Wall Street Journal,March 21, 2001, p.
B14; “Slow Ad Period Likely to Spur More Deals,” The Wall Street Jour-
nal,March 20, 2001, p. B2; “A Chill Hits Madison Avenue,” The Wall
Street Journal,March 19, 2001, p. B1ff.; “Culture Shock,” Advertising Age,
January 8, 2001, p. 1ff.; “How the Internet Gave Big Edge to Tiny Ad
Firm,” The Wall Street Journal,June 22, 2000, p. B1ff.; “Road Less Trav-
eled Leads Cappelli to Success,” USA Today, May 11, 2000, p. 3B;
“Agencies Teach Skill Building,” Advertising Age, May 1, 2000, p. 12;
“Agencies Form Group to Help Set Guidelines for Ads on the Web,” The
Wall Street Journal,April 19, 2000, p. B7; “Special Report: Interactive,”
Advertising Age, March 6, 2000, pp. S1–48; “It’s Splitsville When Dot-
Coms Irk Ad Agencies,” The Wall Street Journal,December 8, 1999, p.
B1ff.; “Agencies Left in Cold as Marketers Expand Online,” Advertising
Age, July 26, 1999, pp. S26–30; “The Old Order Blurreth,” Brandweek,
April 19, 1999, pp. 54–64; “Agencies Centralize Web Ad Serving,” Ad-
vertising Age, March 1, 1999, pp. S1–12; “IQ’s Leading Agencies,”
Brandweek, January 18, 1999, pp. IQ20–41; “The Race to Inter-Activity,”
Advertising Age, January 4, 1999, p. 1ff. See also Louise Ripley, “Why In-
dustrial Advertising is Often Done in House,” Industrial Marketing Man-
agement,November 1992, pp. 331–34; Murray Young and Charles
Steilen, “Strategy-Based Advertising Agency Selection: An Alternative to
‘Spec’ Presentations,” Business Horizons, November–December 1996, pp.
77–80; Douglas C. West, “Purchasing Professional Services: The Case of
Advertising Agencies,” International Journal of Purchasing & Materials
Management, Summer 1997, pp. 2–9; Douglas W. LaBahn and Chiran-
jeev Kohli, “Maintaining Client Commitment in Advertising Agency-
Client Relationships,” Industrial Marketing Management, November 1997,
pp. 497–508; Alan T. Shao and John S. Hill, “Executing Transnational
Advertising Campaigns: Do U.S. Agencies Have the Overseas Talent?”
Journal of Advertising Research,January/February 1992, pp. 49–58.24.“Feeling the Squeeze,” Advertising Age, June 4, 2001, p.1ff.;
“Unilever Reviews the Way It Pays for Ads,” The Wall Street Journal,
April 27, 2001, p. B6; “Kraft Folds $800 Million into Starcom,” Advertis-
ing Age, December 18, 2000, p. 1ff.; “Agencies, Beware a Downturn,”
Advertising Age, July 10, 2000, p. 30; “Performance Pays,” Advertising Age,
February 28, 2000, pp. S14–S16; “Agencies Get Dot-Com Stock for Hot
Spots,” The Wall Street Journal,February 8, 2000, p. B1ff.; “Dot-Compen-
sation: Ad Agencies Feel Net Effect,” Advertising Age, February 7, 2000,
p. 1ff.; “P&G Expands Its Program to Tie Agency Pay to Brand Perfor-
mance,” The Wall Street Journal,September 16, 1999, p. B12; “Nissan
Ties TBWA’s Pay to Car Sales,” Advertising Age, June 7, 1999, p. 1ff.;
“Incentive Compensation: A Trend or a Tsunami?” Advertising Age,
March 1, 1999, p. 26; “P&G to Test Ad-Agency Pay Tied to Sales,” The
Wall Street Journal,November 9, 1998, p. B10; “Price Becomes Prime
Issue,” Advertising Age, September 14, 1998, p. 24; “ANA Survey: Under
50% Pay Agency Commissions,” Advertising Age, June 15, 1998, p. 18;
“Becoming Strategic Partners in the 1990s,” Advertising Age,June 8,
1998, p. 28; “P&G Poised to Rewrite Ad Agency Pay Policies,” Advertis-
ing Age,February 16, 1998, p. 1ff. See also R. Susan Ellis and Lester W.
Johnson, “Agency Theory as a Framework for Advertising Agency Com-
pensation Decisions,” Journal of Advertising Research,September/October
1993, p. 76; Thorolf Helgesen, “Advertising Awards and Advertising
Agency Performance Criteria,” Journal of Advertising Research,July/August
1994, pp. 43–53.
25.“Can An Agency Be Guilty of Malpractice?” Advertising Age, Janu-
ary 31, 2000, pp. 24–25; “Bowl Postmortem: Tadpoles, Ad Polls,”
Advertising Age,February 6, 1995, p. 44; “Why A-B Bounced Bud,”
Advertising Age,November 21, 1994, p. 1ff.; “Ties that Bind Agency,
Client Unravel,” The Wall Street Journal,November 16, 1994, p. B9; Paul
C.N. Mitchell, Harold Cataquet, and Stephen Hague, “Establishing the
Causes of Disaffection in Agency-Client Relations,” Journal of Advertising
Research,March/April 1992, pp. 41–48.
26.“Behind the Scenes at an American Express Commercial,” Business
Week,May 20, 1985, pp. 84–88.
27.Ann Marie Barry, “How Advertising Works: The Role of
Research,” Journal of the Academy of Marketing Science,Winter 2001,
p.1036. For one specific example, see “Dog-Gone Days: FCB Creates Ads
for Taco Bell Acc’t,” Advertising Age, July 24, 2000, p. 4; “Taco Bell
Drops the Chihuahua in Management Shuffle,” USA Today, July 19,
2000, p. 1B; “Taco Bell Fences in Chihuahua for Ads,” Advertising Age,
July 3, 2000, p. 32; “Chihuahua Gets Muzzled as Taco Bell Pushes
Value,” Advertising Age, November 29, 1999, p. 26; “Taco Bell Ads to
Focus on Food, Not Dog,” The Wall Street Journal,October 11, 1999, p.
B10; “Say Bark in Hindi!” Advertising Age, January 11, 1999, p. 1ff.;
“Taco Bell Finds a Dog’s Life Quite Fetching,” USA Today, October 22,
1998, p. 1Bff.; “Chiat’s New Day,” Newsweek, August 3, 1998. See also
“How Terrific Ads Propelled Colgate, Dethroned Longtime Leader
P&G,” Investor’s Business Daily, April 20, 2001, p. A1ff.; “MasterCard
Learns Ads Can Be Tricky,” The Wall Street Journal,February 23, 2001, p.
B8; “Measuring Up,” Advertising Age, February 5, 2001, p. 1ff.; “Does
Creativity Count?” Brandweek, December 11, 2000, pp. 32–44; “The
Metrics System,” Brandweek, November 13, 2000, pp. 106–10; “Protests
Let Air Out of Nike Ads,” USA Today, November 13, 2000, p. 6B; “Nike
Rescinds Ad, Apologizes to Disabled People,” The Wall Street Journal,
October 26, 2000, p. B20; “Hard Selling on the Net,” Advertising Age,
October 23, 2000, pp. 48–52; “Jazzy Sprint Ads Fail to Connect,” USA
Today, August 28, 2000, p. 5B; “Uncle Sam Wants Who? New Report
Calls Military’s Ads Off Target,” The Wall Street Journal,July 6, 2000, p.
B1ff.; “Where Have All the Gerbils Gone?” The Wall Street Journal,
March 30, 2000, p. B1ff.; “Shock Treatment,” Newsweek, November 1,
1999, pp. 58–59; “Omnicom Group to Measure How Ads Do,” The Wall
Street Journal,October 21, 1999, p. B16; “Glamour Sets Out to Prove Its
Ads Work,” The Wall Street Journal,August 26, 1999, p. B8; “Where’s the
Commercial?” USA Today, June 25, 1999, p. 1Bff.; “I’d Like to Teach the
World to Sell,” Business Week,June 7, 1999, p. 59; “Traditional Market-
ing Is Dead,” Advertising Age, May 31, 1999, pp. 24–26; “ADKnowledge