Perreault−McCarthy: Basic
Marketing: A
Global−Managerial
Approach, 14/e
Back Matter Notes © The McGraw−Hill
Companies, 2002Notes 795Finding Logos a Gas,” USA Today, September 15, 2000, p. 3A; “From
Cell Phones to Sell Phones,” Business Week,September 11, 2000, pp.
88–90; “New Gas Pumps Deliver Ads Via the Net,” Investor’s Business
Daily, June 23, 2000, p. A6; “Advertisers Find One of the Last Clutter-
Free Places,” The Wall Street Journal,June 15, 2000, p. B1ff.; “Believe
Your Eyes? Ads Bend Reality,” USA Today, April 24, 2000, p. 1Bff.; “Vir-
tual Ads Grab More Attention from Marketers,” Advertising Age, May 29,
2000; “It’s an Ad, Ad, Ad, Ad World,” Inc., March 2000, pp. 23–26;
“The Omnipresent Persuaders,” The Wall Street Journal,January 1, 2000,
p. R26; “P&G’s Tide Rolls Into Pizza Shops,” Brandweek, July 26, 1999, p.
9; “Bright Idea Has Business Looking Up for Ad Blimps,” The Wall Street
Journal,October 14, 1997, p. B1ff.
13.Standard Rate and Data,2000; “Special Report: Media Outlook
2001,” Adweek, September 25, 2000. For more on the Yellow Pages
medium, see “Print Yellow Pages Are Still Profitable,” The Wall Street
Journal,May 22, 2000, p. B16; “The Truth About Yellow Pages: Making
Them Work for You,” Journal of the Academy of Marketing Science, Winter
1998, pp. 71–72; “ ‘Sleeping Giant,’ the Yellow Pages, Tries to Waken
Madison Avenue,” The Wall Street Journal,August 19, 1993, p. B6. For
more on videotape medium, see “Are Spots on Home Video Badvertis-
ing?” Brandweek,January 29, 1996, p. 40; “Special Report: Direct
Marketing,” Advertising Age,October 28, 1996, pp. S1–6; “Direct Mar-
keters Press Fast-Forward on Videotape Use,” The Wall Street Journal,
October 31, 1994, p. B8B. For more on the outdoor medium, see “A
Market on the Move,” Ad Age Global, April 2001, p. 38; “Billboards
Help Media Firms Weather Slowdown,” USA Today, December 12, 2000,
p. 6B; “New Technology, Improved Image Draw Companies to Billboard
Ads,” The Wall Street Journal,July 31, 2000, p. B10; “Look Up! Seeing Is
Believing,” Advertising Age, August 2, 1999, p. S2; “The Great Out-
doors,” Fortune, March 1, 1999, pp. 150–57; “Billboards Aren’t Boring
Anymore,” Business Week,September 21, 1998, pp. 86–90. See also
Charles R. Taylor and John C. Taylor, “Regulatory Issues in Ourdoor
Advertising: A Content Analysis of Billboards,” Journal of Public Policy &
Marketing,Spring 1994, pp. 97–107. For more on the radio medium, see
“Old Media Get a Web Windfall,” The Wall Street Journal,September 17,
1999, p. B1ff.; “TV Commercials Turn Obscure Songs into Radio Hits,”
The Wall Street Journal,October 9, 1998, p. B1ff.; “Radio’s New Spin on
an Oldie: Pay-for-Play,” The Wall Street Journal,March 16, 1998, p. B1ff.
See also Darryl W. Miller and Lawrence J. Marks, “Mental Imagery and
Sound Effects in Radio Commercials,” Journal of Advertising,December
1992, pp. 83–94. For more on the newspaper medium, see “Special
Report: Newspaper Industry,” Advertising Age, April 30, 2001, pp. S1–7;
“Special Report: Newspapers,” Adweek, April 30, 2001, pp. SR1–14;
“Special Report: Newspapers,” Advertising Age, May 8, 2000, pp. S1–20;
“Publish or Perish?” Fortune, January 10, 2000, pp. 140–54; “Special
Report: Newspapers,” Adweek, April 26, 1999, pp. 1–28; “Newspapers,”
Advertising Age, April 26, 1999, pp. S1–22. See also Lawrence C. Soley
and Robert L. Craig, “Advertising Pressures on Newspapers: A Survey,”
Journal of Advertising,December 1992, pp. 1–10; Srini S. Srinivasan,
Robert P. Leone, and Francis J. Mulhern, “The Advertising Exposure
Effect of Free Standing Inserts,” Journal of Advertising, Spring 1995, pp.
29–40; Karen W. King, Leonard N. Reid, and Margaret Morrison, “Large-
Agency Media Specialists’ Opinions on Newspaper Advertising for
National Accounts,” Journal of Advertising, Summer 1997, pp. 1–17. For
more on the magazine medium, see “To Sell Ad Pages, Magazines Offer
Extra Services,” The Wall Street Journal,July 9, 2001, p. B1ff.; “O Sister,
Where Art Thou? Buying O,” USA Today, January 18, 2001, p. 10D;
“Special Report: Magazine Forecast,” Advertising Age, October 23, 2000,
pp. S1–36; “Magazines Think Outside the Rack,” USA Today, November
15, 1999, p. 1Bf.; “Special Report: Magazines,” Advertising Age, October
25, 1999, pp. S1–28. For more on the television and cable medium, see
“MTV Networks Chief Juggles Expectations,” USA Today, June 11, 2001,
p. 1Bff.; “Special Report: TV’s Upfront,” Advertising Age, May 14, 2001,
pp. S1–54; “Special Report: Cable TV,” Ad Age Global, May 1, 2001, pp.
25–38; “Special Report: Cable TV,” Advertising Age, April 16, 2001, pp.
S1–28; “Special Report: TV’s Upfront,” Advertising Age, May 15, 2000,
pp. S1–60; “Special Report: Cable TV Convergence,” Advertising Age,
April 10, 2000, pp. S1–38; “Special Report: Cable TV,” Advertising Age,December 6, 1999, pp. S1–28. See also Jean L. Rogers, “Mail Advertising
and Consumer Behavior,” Psychology & Marketing, March 1996, pp.
211–33; Elizabeth C. Hirschman and Craig J. Thompson, “Why Media
Matter: Toward a Richer Understanding of Consumers’ Relationships
With Advertising and Mass Media,” Journal of Advertising, Spring 1997,
pp. 43–60; Richard J. Fox and Gary L. Geissler, “Crisis in Advertising?”
Journal of Advertising, December 1994, pp. 79–84; Roland T. Rust and
Richard W. Oliver, “The Death of Advertising,” Journal of Advertising,
December 1994, pp. 71–77.
14.“Sex-Themed Ads Often Don’t Travel Well,” The Wall Street Jour-
nal,March 31, 2000, p. B7; “U.S. Admakers Cover It Up; Others Don’t
Give a Fig Leaf,” USA Today,June 27, 1997, p. 1Bff.; “Mars Inc. Dips
into Sex to Lure Consumers into Arms of M&M’s,” The Wall Street Jour-
nal,January 21, 1997, p. B9; “Underwear Ads Caught in Bind over Sex
Appeal,” Advertising Age,July 8, 1996, p. 27; “No Sexy Sales Ads,
Please—We’re Brits and Swedes,” Fortune,October 21, 1991, p. 13.
15.“Looking for Mr. Plumber,” MediaWeek,June 27, 1994, p. 7ff.;
“Those Really Big Shows Are Often Disappointing to Those Who
Advertise,” The Wall Street Journal,June 14, 1994, p. B1ff.
16.“Yech and Yada in ‘Seinfeld’ Ads,” Advertising Age,May 18, 1998,
p. 63; “ ‘Seinfeld’ Finale Advertisers Put on Game Faces,” USA Today,
April 29, 1998, p. 1B; “NBC May Get Only $1.5 Million for Ad Spots
on ‘Seinfeld’ Finale,” The Wall Street Journal,March 4, 1998, p. B6.
17.“Gardenburger’s Ad May Help Its Rival,” The Wall Street Journal,
May 20, 1998, p. B8; “Gardenburger Bets the (Soybean) Farm on the
Last ‘Seinfeld,’ ” The Wall Street Journal,April 13, 1998, p. A1ff..
18.For more on ATM ads, see “Ads on Automated Teller Machines
Multiply as Technology Improves,” Investor’s Business Daily, October 5,
2000, p. A6; “ATMs Are Latest Place-Based Medium,” Advertising Age,
November 24, 1997, p. 1ff. For more on Nascar ads, see “Revved-Up
Prices Stall Fox Nascar Spots,” The Wall Street Journal,March 26, 2001,
p. B8; “On-Track Tragedy May Create Hazard for Future Nascar Sponsor-
ships,” Brandweek, February 26, 2001, p. 8; “Nascar’s New Deal: Will
Street Ride Along?” Investor’s Business Daily, February 16, 2001, p. A8;
“Forget Football,” American Demographics, February 2001, pp. 34–36;
“Start the Engines!” Brandweek, October 9, 2000, p. 1ff.; “Speed Sells,”
Fortune, April 12, 1999, pp. 56–70; “Babes, Bordeaux, and Billy Bobs,”
Ti m e, May 31, 1999, pp. 70–76; “Sports Marketing: Stock Rising,”
Brandweek, March 22, 1999, pp. 24–26; “The Green Flag Is Up,” Ameri-
can Demographics, April 1999, pp. 33–36; “Smile, You’re a Winner!” Ti m e
June 15, 1998, pp. 42–43; “Speed Sells,” Business Week,August 11, 1997,
pp. 86–90; “New Breed of Sponsors Race to NASCAR,” USA Today,
April 5, 1996, p. 1Bff. See also Alan J. Greco and Linda E. Swayne,
“Sales Response of Elderly Consumers to Point-of-Purchase Advertising,”
Journal of Advertising Research,September/October 1992, pp. 43–53.
19.“Ads Held Viewers the Super Bowl Bored,” The Wall Street Journal,
February 2, 2001, p. B6; “Super Bowl Ad Meter,” USA Today, January 29,
2001, p. 8Bff.; “Super Bowl Accepts No Half-Hearted Effort,” USA
Today, January 26, 2001, p. 1Bff.; “Super Bowl’s 30-Second Ad Rush,”
The Wall Street Journal,January 26, 2001, p. B1ff.; “No Gain,” Advertising
Age, January 25, 2001, p. 1ff.; “Diageo Designs Sneak Ad Play for Super
Bowl,” The Wall Street Journal,January 15, 2001, p. B1ff.; “CBS Eyes
Windfall from Record Rates for ‘Survivor’ Ads,” The Wall Street Journal,
January 12, 2001, p. B4; “Edgy Spots Stir Controversy, and Results,” The
Wall Street Journal,January 11, 2001, p. B13; “Super Bowl Ads Are Latest
Victim of Downturn,” The Wall Street Journal,January 9, 2001, p. B1ff.;
“Firms Pick Super Bowl as Prime Time for Kickoff Ads,” USA Today, Jan-
uary 2, 2001, p. 1B; “VW + XXXV = $uper Bowl $trategy,” USA Today,
December 20, 2000, p. 2B; “ER Tops Price Charts, Regis Wears the
Crown,” Advertising Age, October 2, 2000, p. 1ff.; “ABC Tally for Oscar:
$62.4 Mil,” Advertising Age, March 20, 2000, pp. 40–42.
20.Kim Bartel Sheehan, “Re-Weaving the Web: Integrating Print and
Online Communications,”Journal of Interactive Marketing, Spring 2001,
p. 47; Lee Sherman, “Banner Advertising: Measuring Effectiveness and
Optimizing Placement,”Journal of Interactive Marketing, Spring 2001,