613- See Russell H. Colley, Defining Advertising
Goals for Measured Advertising Results(New
York: Association of National Advertisers,
1961). - See William L. Wilkie and Paul W. Farris,
“Comparison Advertising: Problem and
Potential,”Journal of Marketing, October
1975, pp. 7–15. - See Randall L. Rose, Paul W. Miniard,
Michael J. Barone, Kenneth C. Manning,
and Brian D. Till, “When Persuasion Goes
Undetected: The Case of Comparative Ad-
vertising,”Journal of Marketing Research,
August 1993, pp. 315–30; Sanjay Putrevu
and Kenneth R. Lord, “Comparative and
Noncomparative Advertising: Attitudinal
Effects under Cognitive and Affective In-
volvement Conditions,”Journal of Adver-
tising, June 1994, pp. 77–91; Dhruv
Grewal, Sukumar Kavanoor, and James
Barnes, “Comparative Versus Noncom-
parative Advertising: A Meta-Analysis,”
Journal of Marketing,October 1997, pp.
1–15; Dhruv Grewal, Kent B. Monroe, and
P. Krishnan, “The Effects of Price-Com-
parison Advertising on Buyers’ Percep-
tions of Acquisition Value, Transaction
Value, and Behavioral Intentions,”Jour-
nal of Marketing,April 1998, pp. 46–59. - For a good discussion, see David A. Aaker
and James M. Carman, “Are You Overad-
vertising?”Journal of Advertising Research,
August–September 1982, pp. 57–70. - See Donald E. Schultz, Dennis Martin,
and William P. Brown, Strategic Advertis-
ing Campaigns (Chicago: Crain Books,
1984), pp. 192–97. - M. L. Vidale and H. R. Wolfe, “An Oper-
ations-Research Study of Sales Response
to Advertising,”Operations Research, June
1957, pp. 370–81. - John D. C. Little, “A Model of Adaptive
Control of Promotional Spending,”Op-
erations Research, November 1966, pp.
1075–97. - For additional models for setting the ad-
vertising budget, see Gary L. Lilien,
Philip Kotler, and K. Sridhar Moorthy,
Marketing Models(Upper Saddle River, NJ:
Prentice Hall, 1992), ch. 6. - “The Best Awards: Retail/Fast-Food,”Ad-
vertising 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. - Michael Wilke, “Carville, Matalin Talk
Up Alka-Seltzer Brand,”Advertising Age,
November 23, 1998, p. 26.
part five
Managing and
Delivering Marketing
Programs
NOTES
- See “Keep Listening to That Wee, Small
Voice,” in Communications of an Advertis-
ing Man (Chicago: Leo Burnett Co.,
1961), p. 61. - John C. Maloney, “Marketing Decisions
and Attitude Research,” in Effective Mar-
keting Coordination, ed. George L. Baker Jr.
(Chicago: American Marketing Associa-
tion, 1961), pp. 595–618. - 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. - Lalita Manrai, “Effect of Labeling Strat-
egy in Advertising: Self-Referencing ver-
sus Psychological Reactance” (Ph.D.
dissertation, Northwestern University,
1987). - James B. Amdorfer, “Absolut Ads Sans
Bottle Offer a Short-Story Series,”Adver-
tising Age,January 12, 1998, p. 8. - Yumiko Ono, “Bulletins from the Battle
of Baldness Drug—Sports Figures Tout
Rogaine for Pharmacia,”Wall Street Jour-
nal, December 19, 1997, p. B1. - L. Greenland, “Is This the Era of Posi-
tioning?”Advertising Age, May 29, 1972. - David Ogilvy and Joel Raphaelson, “Re-
search on Advertising Techniques That
Work—And Don’t Work,”Harvard Busi-
ness Review, July–August 1982, pp. 14–18. - Joanne Lipman, “It’s It and That’s a
Shame: Why Are Some Slogans Losers?”
Wall Street Journal, July 16, 1993, p. A4;
Paul Farhi, “The Wrong One Baby, Uh-
Uh: Has Madison Avenue Lost It?”Wash-
ington Post, February 28, 1993, p. C5. - 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 Scru-
tinize 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, 1998, p. D3. - Schultz et al., Strategic Advertising Cam-
paigns,p. 340. - See Herbert E. Krugman, “What Makes
Advertising Effective?”Harvard Business
Review, March–April 1975, p. 98. - See Peggy J. Kreshel, Kent M. Lancaster,
and Margaret A. Toomey, “Advertising