296 CHAPTER15 DESIGNING ANDMANAGINGINTEGRATEDMARKETINGCOMMUNICATIONS
Communication Modality on Recall and Attitude,”Journal of Consumer Research,December
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Perspective(Upper Saddle River, NJ: Prentice-Hall, 1982),pp. 282–84. - Herbert C. Kelman and Carl I. Hovland, “Reinstatement of the Communication in Delayed
Measurement of Opinion Change,”Journal of Abnormal and Social Psychology48 (1953):
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Appeals: When Product Endorsers Are Paid by the Advertising Sponsor,”Journal of the
Academy of Marketing Science,Summer 1994, pp. 234–43. - Michael Cafferky has identified four kinds of people that companies try to reach to
stimulate word-of-mouth referrals: opinion leaders, marketing mavens, influentials, and
product enthusiasts. For more, see Let Your Customers Do the Talking(Chicago: Dearborn
Financial Publishing, 1995), pp. 30–33. - See Philip Kotler, “Atmospherics as a Marketing Tool,”Journal of Retailing,Winter
1973–1974, pp. 48–64. - Sidney J. Levy, Promotional Behavior(Glenview, IL: Scott, Foresman, 1971), ch. 4.
- Paul Wang and Lisa Petrison, “Integrated Marketing Communications and Its Potential
Effects on Media Planning,”Journal of Media Planning6, no. 2 (1991): 11–18. - See Don E. Shultz, Stanley I. Tannenbaum, and Robert F. Lauterborn, Integrated Marketing
Communications: Putting It Together and Making It Work(Lincolnwood, IL: NTC Business
Books, 1992); and Ernan Roman, Integrated Direct Marketing: The Cutting-Edge Strategy for
Synchronizing Advertising, Direct Mail, Telemarketing, and Field Sales(Lincolnwood, IL: NTC
Business Books, 1995). - The definitions of advertising, sales promotion, and public relations are adapted from
Peter D. Bennett, ed., Dictionary of Marketing Terms(Chicago: American Marketing
Association, 1995). - See William L. Wilkie and Paul W. Farris, “Comparison Advertising: Problem and
Potential,”Journal of Marketing,October 1975, pp. 7–15. - See Donald E. Schultz, Dennis Martin, and William P. Brown, Strategic Advertising
Campaigns(Chicago: Crain Books, 1984), pp. 192–97. - “The Best Awards: Retail/Fast-Food,”Advertising Age,May 18, 1998, p S8; Karen Benezra,
“Taco Bell Pooch Walks the Merch Path,”Brandweek,June 8, 1998, p. 46; Bob Garfield,
“Perspicacious Pooch Scores for Taco Bell,”Advertising Age,March 9, 1998, p. 53;
“Consumer 2000: Generation X,”American Demographics,September 1999,
http://www.mediacentral.com; “No ‘Quiero’ ” in Future Taco Bell Advertising,”Advertising Age,
October 8, 1999, http://www.adage.com. - Dik Warren Twedt, “How to Plan New Products, Improve Old Ones, and Create Better
Advertising,”Journal of Marketing,January 1969, pp. 53–57. - See William A. Mindak and H. Malcolm Bybee, “Marketing Application to Fund Raising,”
Journal of Marketing,July 1971, pp. 13–18. - James B. Amdorfer, “Absolut Ads Sans Bottle Offer a Short-Story Series,”Advertising Age,
January 12, 1998, p. 8. - Yumiko Ono, “Bulletins from the Battle of Baldness Drug—Sports Figures Tout Rogaine
for Pharmacia,”Wall Street Journal,December 19, 1997, p. B1. - For further reading, see Dorothy Cohen, Legal Issues in Marketing Decision Making
(Cincinnati, OH: South-Western, 1995). - Kevin Goldman, “Advertising: From Witches to Anorexics: Critical Eyes Scrutinize Ads for
Political Correctness,”Wall Street Journal,May 19, 1994, p. B1. - Adapted from Sandra Cordon, “Where High Road Meets Bottom Line: Ethical Mutual
Funds Avoid Companies Deemed Socially Irresponsible,”The London Free Press,October 9,