Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/eBack Matter Notes © The McGraw−Hill
Companies, 2002798 Notes
Goes Beyond Clicks to Measurable Results,” Advertising Age, March 1,
1999, p. S14 “Nissan’s Crisis Was Made in the U.S.A.,” The Wall Street
Journal,November 25, 1998, p. B1ff.; “Great Ad! What’s It For?” Busi-
ness Week,July 20, 1998, pp. 118–20; “When Ads Get Creative, Some
Click, Some Bomb,” USA Today,December 15, 1997, p. 1Bff. See also
Gerald J. Tellis and Doyle L. Weiss, “Does TV Advertising Really Affect
Sales? The Role of Measures, Models, and Data Aggregation,” Journal of
Advertising, Fall 1995, pp. 1–12; John H. Holmes, “When Ads Work,”
Journal of the Academy of Marketing Science, Winter 1997, pp. 88–89;
Karen Whitehill King, John D. Pehrson, and Leonard N. Reid, “Pretest-
ing TV Commercials: Methods, Measures, and Changing Agency Roles,”
Journal of Advertising,September 1993, p. 85; “Researchers Probe Ad
Effectiveness Globally,” Marketing News,August 29, 1994, pp. 6–7. See
also Erik du Plessis, “Recognition versus Recall,” Journal of Advertising
Research,May/June 1994, pp. 75–91.
28.“In Asia, It’s Not a Wide-Open Web,” The Wall Street Journal,July
9, 2001, p. B1ff.; “Chinese Officials Force Magazines to Go Without
Famous Names,” The Wall Street Journal,February 2, 2000, p. B1ff.; “Swe-
den Presses EU for Further Ad Restrictions,” Advertising Age, April 12,
1999, p. 2; “Vietnamese Police Raid Bates’ Ho Chi Minh Office,” Adver-
tising Age,May 4, 1998, p. 6; “Pakistan Cracks Whip,” Ad Age International,
February 9, 1998, p. 26; “Indian Court Tells Lever to Clean Up Ad Claims,”
Ad Age International,January 1998, p. 32; “PepsiCo’s Pitch in Japan Has
New Twist,” The Wall Street Journal,May 23, 1997, p. B10. See also
Alexander Simonson, “The Impact of Advertising Law on Business and
Public Policy,” Journal of Marketing, October 1994, pp. 123–25; Ross D.
Petty, “Advertising Law in the United States and European Union,”
Journal of Public Policy & Marketing, Spring 1997, pp. 2–13; Steve Lyson-
ski and Michael F. Duffy, “The New Zealand Fair Trading Act of 1986:
Deceptive Advertising,” Journal of Consumer Affairs,Summer 1992, pp.
177–99; “Drop That Remote! In Britain, Watching TV Can Be a Crime,”
The Wall Street Journal,September 27, 1993, p. A1ff.; “East Europeans
Adjust to Western Ads; Information after Years of Propaganda,” The Wall
Street Journal,July 17, 1993, p. A5B; Albert Schofield, “International Dif-
ferences in Advertising Practices: Britain Compared with Other Countries,”
International Journal of Advertising10, no. 4 (1991), pp. 299–308.
29.“FDA Faults ‘Misleading’ Drug-Ad Images,” The Wall Street Journal,
May 4, 2001, p. B8; “Xenical Ads Avoid Listing Unpleasant Side
Effects,” The Wall Street Journal,April 3, 2001, p. B1ff.; “FDA’s Not-So-
Secret Weapon,” Advertising Age, March 19, 2001, pp. S1–10; “FDA
Scrambles to Police Drug Ads’ Truthfulness,” The Wall Street Journal,Jan-
uary 2, 2001, p. A24; “Microsoft WebTV Settles False-Advertising
Complaint,” The Wall Street Journal,October 26, 2000, p. B16; “Amex,
Ogilvy Face the Music over Tune,” The Wall Street Journal,May 1, 1998,
p. B4; “Claim by Gerber for Baby Food Was Simply Mush, FTC Alleges,”
The Wall Street Journal,March 13, 1997, p. B15; “Ford Threatens Lawsuit
over GM Test-Drive Video,” USA Today,January 30, 1998, p. 1Bff.;
“Competition in Sippy-Cup Market Spills into Court,” The Wall Street
Journal,August 19, 1997, p. B1ff.; “FDA Ruling Gives Colgate Cause to
Smile,” The Wall Street Journal,July 15, 1997, p. B3; “Ad Watchdogs
Track Untruths, Sometimes Bite,” The Wall Street Journal,July 7, 1997, p.
B1ff.; “Vacuums Make Sweeping Health Claims,” The Wall Street Journal,
September 25, 1996, p. B1ff.; “FTC Hammers Pain Relievers to Keep
Their Claims in Check,” The Wall Street Journal,June 28, 1996, p. B12.
See also Boris W. Becker, “The Tangled Web They Weave: Truth, Falsity,
& Advertisers,” Journal of Advertising, Summer 1996, pp. 83–85; Eliza-
beth K. LaFleur, R. E. Reidenbach, Donald P. Robin, and PJ Forrest, “An
Exploration of Rule Configuration Effects on the Ethical Decision
Processes of Advertising Professionals,” Journal of the Academy of Market-
ing Science, Winter 1996, pp. 66–76; Barbara B. Stern, “‘Crafty
Advertisers’: Literary Versus Literal Deceptiveness,” Journal of Public Pol-
icy & Marketing,Spring 1992, pp. 72–81; Joel J. Davis, “Ethics in
Advertising Decisionmaking: Implications for Reducing the Incidence of
Deceptive Advertising,” Journal of Consumer Affairs,Winter 1994, pp.
380–402.
30.“Kids Ads: To Regulate or Not?” Advertising Age, October 9, 2000,
pp. 58–60; “Can Hollywood Shelter Kids from Its Ads?” The Wall Street
Journal,September 29, 2000, p. B1ff.; “Studios Admit to Targeting Chil-
dren,” USA Today, September 28, 2000, p. 1Aff.; “FTC Report on
Violence Stokes Regulatory Fires,” Advertising Age, September 18, 2000,
p. 3ff.; “Selling to Kids Blurs Ethical Picture,” USA Today, March 20,
2000, p. 7D; “A Virtual Playground,” USA Today, September 28, 1999, p.
1Bff.; “California Sues Reynolds Over Magazine Ads,” The Wall Street
Journal,March 20, 2001, p. A3ff.; “Top Ad Agency Defends Tossing Joe
Camel Files,” The Wall Street Journal,April 30, 1998, p. B1ff.;
“Anheuser-Busch Amphibian Ads Called Cold-Blooded by Doctors,”
The Wall Street Journal,April 10, 1998, p. B8; “How the Beer Industry
Uses TV Ads to Mollify Critics, Buff Its Image,” The Wall Street Journal,
August 14, 1997, p. A1ff.; “With Joe Camel Out, Goverment Wants the
Marlboro Man ‘Down,’ ” Advertising Age,July 14, 1997, p. 3ff.; “Liquor
Industry Votes to Rescind Ban on TV Ads,” The Wall Street Journal,
November 8, 1996, p. B1ff.; “25 Years of Self-Regulation,” Advertising
Age,December 2, 1996, pp. C1–7; “TV Advertising Aimed at Kids Is
Filled with Fat,” The Wall Street Journal,November 9, 1993, p. B1; Mary
C. Martin, “Children’s Understanding of the Intent of Advertising: A
Meta-Analysis,” Journal of Public Policy & Marketing, Fall 1997, pp.
205–16; Avery M. Abernethy, “Advertising Clearance Practices of Radio
Stations: A Model of Advertising Self-Regulation,” Journal of Advertising,
September 1993, pp. 15–26.
31.Ivan L. Preston, “Regulatory Positions Toward Advertising Puffery
of the Uniform Commercial Code and the Federal Trade Commission,”
Journal of Public Policy & Marketing, Fall 1997, pp. 336–44; Claude R.
Martin, Jr., “Ethical Advertising Research Standards: Three Case Stud-
ies,” Journal of Advertising,September 1994, pp. 17–30; William K.
Darley and Robert E. Smith, “Advertising Claim Objectivity:
Antecedents and Effects,” Journal of Marketing,October 1993, pp.
100–13; George M. Zinkhan, “Advertising Ethics: Emerging Methods
and Trends,” Journal of Advertising,September 1994, pp. 1–4; Alexander
Simonson and Morris B. Holbrook, “Permissible Puffery Versus Action-
able Warranty in Advertising and Salestalk: An Empirical Investigation,”
Journal of Public Policy & Marketing,Fall 1993, pp. 216–33.
32.Nancy Spears, “Time Pressure and Information in Sales Promotion
Strategy: Conceptual Framework and Content Analysis,” Journal of
Advertising, Spring 2001, pp. 67–77; “Not Just Cereal Material: Prizes
Pop Up in More CDs,” The Wall Street Journal,May 31, 2001, p. B1ff.;
“Events & Promotions,” Advertising Age,March 17, 1997, pp. S1–6;
“Special Report: Promotional Marketing,” Advertising Age,March 21,
1994, pp. S1–14. See also K. Sivakumar, “Tradeoff Between Frequency
and Depth of Price Promotions: Implications for High- and Low-Priced
Brands,” Journal of Marketing Theory & Practice, Winter 1996, pp. 1–8.
33.“Too Many Choices,” The Wall Street Journal,April 20, 2001, p.
B1ff.; “Reposition: Simplifying the Customer’s Brandscape,” Brandweek,
October 2, 2000, pp. 36–48; “Make It Simple,” Business Week,Septem-
ber 9, 1996, pp. 96–104; “Pay for Performance Picking Up Speed,”
Advertising Age,August 9, 1993, p. 19; Donald R. Lichtenstein, Scot
Burton, and Richard G. Netemeyer, “An Examination of Deal Proneness
Across Sales Promotion Types: A Consumer Segmentation Perspective,”
Journal of Retailing, Summer 1997, pp. 283–97; Donald R. Glover, “Dis-
tributor Attitudes Toward Manufacturer-Sponsored Promotions,”
Industrial Marketing Management20, no. 3 (1991), pp. 241–50; A.S.C.
Ehrenberg, Kathy Hammond, and G.J. Goodhardt, “The After-Effects of
Price-related Consumer Promotions,” Journal of Advertising Research,
July/August 1994, pp. 11–21; Jean J. Boddewyn and Monica Leardi,
“Sales Promotions: Practice, Regulation and Self-Regulation Around the
World,” International Journal of Advertising8, no. 4 (1989), pp. 363–74.
34.For another example, see “Shopper Turns Lots of Pudding into Free
Miles,” The Wall Street Journal,January 24, 2000, p. B1ff.; “The Pudding
Guy Flies Again (and Again) Over Latin America,” The Wall Street Jour-
nal,March 16, 2000, p. B1. See also P. Rajan Varadarajan, “Horizontal
Cooperative Sales Promotion: A Framework for Classification and Addi-
tional Perspectives,” Journal of Marketing,April, 1986 pp. 61–73.
35.J. F. Engel, M. R. Warshaw, and T. C. Kinnear, Promotional Strategy
(Homewood, IL: Richard D. Irwin, 1988).