Notes 297
1998, p. D3; “Ethical Funds Launches 4 New Mutual Funds,”Ethical Funds,January 17,
2000, http://www.ethicalfunds.com.- Schultz et al., Strategic Advertising Campaigns,p. 340.
- See Herbert E. Krugman, “What Makes Advertising Effective?”Harvard Business Review,
March-April 1975, p. 98. - Roland T. Rust and Richard W. Oliver, “Notes and Comments: The Death of Advertising,”
Journal of Advertising,December 1994, pp. 71–77. - See also Hani I. Mesak, “An Aggregate Advertising Pulsing Model with Wearout Effects,”
Marketing Science,Summer 1992, pp. 310–26; and Fred M. Feinberg, “Pulsing Policies for
Aggregate Advertising Models,”Marketing Science,Summer 1992, pp. 221–34. - See J. O. Peckham, The Wheel of Marketing(Scarsdale, NY: printed privately, 1975),
pp. 73–77. - From Robert C. Blattberg and Scott A. Neslin, Sales Promotion: Concepts, Methods, and
Strategies(Upper Saddle River, NJ: Prentice-Hall, 1990). - Roger A. Strang, “Sales Promotion—Fast Growth, Faulty Management,”Harvard Business
Review,July-August 1976 pp. 116–19. - See John C. Totten and Martin P. Block, Analyzing Sales Promotion: Text and Cases,2d ed.
(Chicago: Dartnell, 1994), pp. 69–70. - For a good summary of the research on whether promotion erodes the consumer
franchise of leading brands, see Blattberg and Neslin, Sales Promotion. - See Paul W. Farris and John A. Quelch, “In Defense of Price Promotion,”Sloan
Management Review,Fall 1987, pp. 63–69. - For a model for setting sales promotions objectives, see David B. Jones, “Setting
Promotional Goals: A Communications Relationship Model,”Journal of Consumer Marketing
11, no. 1 (1994): 38–49. - See Paul W. Farris and Kusum L. Ailawadi, “Retail Power: Monster or Mouse?”Journal of
Retailing,Winter 1992, pp. 351–69. - Strang, Sales Promotion,p. 120.
- Adapted from Scott M. Cutlip, Allen H. Center, and Glen M. Broom, Effective Public
Relations,8th ed. (Upper Saddle River, NJ: Prentice-Hall, 1997). - For an excellent account, see Thomas L. Harris, The Marketer’s Guide to Public Relations
(New York: John Wiley, 1991). Also see Value-Added Public Relations(Chicago: NTC Business
Books, 1998) - For further reading on cause-related marketing, see P. Rajan Varadarajan and Anil Menon,
“Cause-Related Marketing: A Co-Alignment of Marketing Strategy and Corporate
Philanthropy,”Journal of Marketing,July 1988, pp. 58–74. - Material adapted from Thomas L. Harris, “PR Gets Personal,”Direct Marketing,April 1994,
pp. 29–32.