615- See Yoav Ganzach and Nili Karashi, “Mes-
sage Framing and Buying Behavior: A
Field Experiment,”Journal of Business Re-
search, January 1995, pp. 11–17. - From Robert C. Blattberg and Scott A.
Neslin,Sales Promotion: Concepts, Meth-
ods, and Strategies(Upper Saddle River, NJ:
Prentice Hall, 1990). This text provides
the most comprehensive and analytical
treatment of sales promotion to date. - Roger A. Strang, “Sales Promotion—Fast
Growth, Faulty Management,”Harvard
Business Review, July–August 1976 pp.
116–19. - For a good summary of the research on
whether promotion erodes the consumer
franchise of leading brands, see Blattberg
and Neslin, Sales Promotion. - Robert George Brown, “Sales Response to
Promotions and Advertising,”Journal of
Advertising Research, August 1974, pp.
36–37. Also see Carl F .Mela, Sunil Gupta,
and Donald R. Lehmann, “The Long-
Term Impact of Promotion and Advertis-
ing on Consumer Brand Choice,”Journal
of Marketing Research,May 1997, pp.
248–61; Purushottam Papatla and Laksh-
man Krishmamurti, “Measuring the Dy-
namic Effects of Promotions on Brand
Choice,”Journal of Marketing Research,
February 1996, pp. 20–35. - F. Kent Mitchel, “Advertising/Promotion
Budgets: How Did We Get Here, and
What Do We Do Now?”Journal of Con-
sumer Marketing, Fall 1985, pp. 405–47. - 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
Marketing11, no. 1 (1994): 38–49. - See John C. Totten and Martin P. Block,
Analyzing Sales Promotion: Text and Cases,
2d ed. (Chicago: Dartnell, 1994), pp.
69–70. - See Paul W. Farris and Kusum L. Ailawadi,
“Retail Power: Monster or Mouse?”Jour-
nal of Retailing, Winter 1992, pp. 351–69. - See “Retailers Buy Far in Advance to Ex-
ploit Trade Promotions,”Wall Street Jour-
nal, October 9, 1986, p. 35; Rajiv Lal, J.
Little, and J. M. Vilas-Boas, “A Theory of
Forward Buying, Merchandising, and
Trade Deals,”Marketing Science15, no. 1
(1996), 21–37. - “Trade Promotion: Much Ado About
Something,”PROMO, October 1991, pp.
15, 37, 40. - Quoted from Kerry E. Smith, “Media Fu-
sion,”PROMO, May 1992, p. 29.
part five
Managing and
Delivering Marketing
Programs
- Arthur Stern, “Measuring the Effective-
ness of Package Goods Promotion Strate-
gies” (paper presented to the Association
of National Advertisers, Glen Cove, NY,
February 1978). - Strang, “Sales Promotion,” p. 120.
- Kurt H. Schaffir and H. George Trenten,
Marketing Information Systems(New York:
Amacom, 1973), p. 81. - See Magid M. Abraham and Leonard M.
Lodish, “Getting the Most Out of Adver-
tising and Promotion,”Harvard Business
Review, May–June 1990, pp. 50–60. - See Joe A. Dodson, Alice M. Tybout, and
Brian Sternthal, “Impact of Deals and
Deal Retraction on Brand Switching,”
Journal of Marketing Research, February
1978, pp. 72–81. - Books on sales promotion include Totten
and Block, Analyzing Sales Promotion: Text
and Cases; Don E. Schultz, William A.
Robinson, and Lisa A. Petrison, Sales Pro-
motion Essentials, 2d ed. (Lincolnwood,
IL: NTC Business Books, 1994); John
Wilmshurst, Below-the-Line Promotion
(Oxford, England: Butterworth/Heine-
mann, 1993); and Robert C. Blattberg
and Scott A. Neslin, Sales Promotion: Con-
cepts, Methods, and Strategies(Upper Sad-
dle River, NJ: Prentice Hall, 1990). For an
expert systems approach to sales promo-
tion, see John W. Keon and Judy Bayer,
“An Expert Approach to Sales Promotion
Management,”Journal of Advertising Re-
search, June–July 1986, pp. 19–26. - Adapted from Scott M. Cutlip, Allen H.
Center, and Glen M. Broom, Effective Pub-
lic Relations, 8th ed. (Upper Saddle River,
NJ: Prentice Hall, 1997). - For an excellent account, see Thomas L.
Harris,The Marketer’s Guide to Public Re-
lations(New York: John Wiley, 1991).
Also see Value-Added Public Relations
(Chicago: NTC Business Books, 1998) - Tom Duncan, A Study of How Manufac-
turers and Service Companies Perceive and
Use Marketing Public Relations(Muncie,
IN: Ball State University, December
1985). For more on how to contrast the
effectiveness of advertising with the ef-
fectiveness of PR, see Kenneth R. Lord
and Sanjay Putrevu, “Advertising and
Publicity: An Information Processing Per-
spective,”Journal of Economic Psychology,
March 1993, pp. 57–84. - Kate Bertrand, “Intel Starts to Rebuild,”
Business Marketing, February 1995, pp. 1,
32; John Markoff, “In About-face, Intel
Will Swap Its Flawed Chip,”New York
Times, December 21, 1994, p. A1; T. R.
Reid, “It’s a Dangerous Precedent to Make
the Pentium Promise,”The Washington
Post, December 26, 1994, p. WBIZ14.