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2 Aaker advertising opportunities 2001

3 814 IMC Integrated Marketing Communications PR Albion Bain,Comanor Wilson Stiglar, Telser, Nelson 3 Porter 1976 Porter 1994 Krugman, Dunn Barban 1994

4 815 Porter Porter Porter 4P Aaker Myers 1975 Telser , 1948, 1958 Aaker Myers 14 Backman 1967 Telser Ramond 1976

5 816 A&P/S Balasubramanian Kumar 1990, 1997 a Ailawadi, Farris Parry 1994, 1997 Balasubramanian Kumar 1997 b Balasubramanian Kumar 1990, 1997 a Jones 1995 Borden Borden Advertising opportunity

6 817 Borden Borden 60 Frey , Frey p. 135 Borden 1942 Borden Marshall 1959 Kleppner 1955 Russel Lane 1996 product lifecycle laws of marketplace Forrester Forrester Borden Porter 1982 Forrester

7 818 4P 80 A P P carry over effect spill over effect A B A spill over A A C A C A C A spill over

8 operating budget ABC Activity Based Costing 2000 a brand equity Schroer 1990

9 820 ABC Palda

10 821 Alderson, Wroe 1958 productive curve Productivity of Advertising Alderson 1958 OR, LP Wells, Burnett Moriarty Alderson 1958 Leckenby Weeding 1982 Krugman, Reid, Dunn Barban 1994 Batra, Myers Aaker 1996 Rossiter Percy Q 5Q

11 822 Y X optimal Solomon Stuart 2000 Economic approach Solomon Stuart 8 50 MIS Weinberg Mercer, , White, P

12 BBDO DEMON NEWS Ayer & Son AYER 70 Leo Burnett TRACKER Porter 1985 Porter Takeuchi b Vacratas Amber 1999 DAGMAR

13 824 2 Vacratas Amber CM PR 4P 149,000 4 P 4 P

15 826 Jones Peckham s formula rule Peckham,1981 SOV Share of Voice SOM Share of market SOV A, B, C 3 3 SOM σ SOV SOM 8.96 Hindle

16 VTR 22 Research Question 5 SOV SOM SOM SOV 5 1 SOV X SOM Y 5 2 R

17 R F SOV SOM 6 6 SOM SOM GDP Jones SOV SOM SOV SOM SOV SOM SOV SOM 204 SOV SOM 1 σ 14.15,

18 SOV, SOM UCC NEC SOV SOV SOM 5 positioning B 4 TR VTR VHS SOV 1992 SOM 1993, p. 41

19 830 SOM 3 SOM , 2 5 SOV 2 SOM SOV SOM 60 SOM 2 SOV SOM 4 SOV SOM Jones 1995

20 IMC 2 3 X Y 2

21 832 Alderson 1958 Weinberg 1960 DAGMAR 60 Forrester 1959 Recency 11 Forrester 1959 FMPG fast moving package goods 2001

22 833 IMC 12 IMC News Relevancy 1, 2 2, 3 wearout 1998 wearout 2, MC HP Schultz, Tannenbaum Lauterborn 1993 IMC

23 834 3 hidden qualities wearout 3 3 DAGMAR Aaker, D. A. and Myers, John G 1975 Advertising Management, Prentice Hall 1977 Aaker, D. A. and Carman, J. M 1982 Are You Overadvertising? Journal of Advertising Research, Vol. 22, no. 4. Aug/Sept, pp Ailawadi, Kusum L, Farris, Paul W, Parry, Mark E 1994 Share and growth are not good predictors of the advertising Journal of Marketing Vol. 58, no. 1. Jan, pp

24 Explaining variations in the advertising & promotional costs/sales ratio : A rejoinder Journal of Marketing, Vol. 61. no. 1. Jan, pp Alderson, Wroe 1958 Productivity of Advertising Dollars, Cost and Profit Outlook insandage,c.h.and Fryburger, V ed The Role of Advertising, A book readings, R. D. Iwin Inc. Albion, M. S 1983 Advertising s Hidden Effects : Manufacturers Advertising and Retail Pricing, Auburn House Publishing Company. American Association of Advertising Agencies 1998 Advertising Budgeting, A report from the field, American Association of Advertising Agencies. Arndt, Johan and Simon, Julian 1983 Advertising and Economies of Scale : Critical Comments on the evidence Journal of Industrial Economics, Vol. 32. no. 2. December, pp Backman, Jules 1967 Advertising and Competition, New York University Press 1968 Bagwell, Kyle Eds 2001 The Economics of advertising, The International Library of Critical Writings in Economics 136, Edward Elgar Publishing. Balasubramanian, S. K. and Kumar, V 1997 a Explaining variations in the advertising & promotional costs/ sales ratio : A reanalysis, Journal of Marketing, Vol. 61. no. 1. Jan, pp b Explaining variations in the advertising & promotional costs/sales ratio : A response, research criteria, and guidelines, Journal of Marketing, Vol. 61. no. 1. Jan, pp Barton, Roger 1955 Advertising Agency Operations and Management, McGraw Hill Publishing Handbook of Advertising Management, McGraw Hill. Batra, Rajeev, Myers, J. G. and Aaker, D. A 1996 Advertising Management, 5 th ed, Prentice Hall. Belch, George E. and Belch, Micheal A 1998 Advertising and Promotion : An Integrated Marketing Communications Perspective, McGraw Hill. Borden,N.H 1942 The Economic Effects of Advertising, R. D. Irwin Inc. Borden, N. H. and Marshall, M. V 1949, 1959 Advertising Management : Text and Cases, R. D. Irwin, Inc Brown, Randall S 1978 Estimating Advantages to large Scale Advertising, Review of Economics and Statistics, Vol. 60, August, pp Buzzell, R. D. and Gale, B. T 1987 The PIMS Principles Linking Strategy to Performance, Free Press PIMS Colley, R. H 1961 Defining Advertising Goals for Measured Advertising Results, Association of National Advertisers Mercer, David 1999 Marketing : The Encyclopedic Dictionary, Blackwell Duncan,T.andMoriarty,S.E 1997 Driving Brand Value, McGraw Hill A Communication Based Marketing Model for Managing Relationships Journal of Marketing, Vol. 62 April 1998 pp Forrester, Jay W 1959 Advertising : A Problem in Industry Dynamics Harvard Business Review, Vol. 37, no. 2, pp Fortini Champbell, Lisa 2001 Hitting the sweet spot, new edition, The Copy Workshop.

25 836 Frey,A.W 1961 Advertising, 3 rd ed., The Ronald Press. Graham, Irvin eds 1969 Encyclopedia of Advertising, Fairchild Publication Hindle, Tim 1994 in Field Guide to Marketing : A Glossary of Essential tools and concepts for Today s Manager Williamson, A. D. ed Harvard Business School Press. Hotchkiss, G. B. and Doremus, W. L 1961 Advertising, Alexander Hamilton Institute. Hung,C.L.andWest,D.C 1991 Advertising Budgeting Methods in Canada, the UK, and the USA Journal of International Advertising, Vol. 10. no. 3. pp pp Jones, John Philip 1992 How much is enough? : Getting the most from your advertising dollar, Lexington Books When Ads Work, Jossey Bass Inc Kelly,R.J.andAlgren,H.A 1967 The Advertising Budget, Preparation, Administration and Control, Association of National Advertisers, Inc Kirkpatrick, C. A 1964 Advertising mass communication in Marketing second ed., Honghton Mifflin Company. Kleppner, Otto 1955 Advertising Procedure 2 nd ed., Prentice Hall a 1963 b , Kotler, F 2000 Marketing Management, The Millennium Edition, Prentice Hall Krugman, D. M, Reid, L. N, Dunn, S. N. and Barban, A. M 1994 Advertising Its role in Modern market-

26 837 ing, Eighth Edition, Dryden Press Lancaster, Kent M 1986 Are There Scale Economies in Advertising? Journal of Business, Vol. 59, no. 3, pp Leckenby, John D. and Weeding, C. Nuget 1982 Advertising Management, Criteria, Analysis, and Decision Making, Grid Publishing, Inc J Obermeyer, Henry 1969 Successful Advertising Management, McGraw Hill Book Company Peckham, O. J 1981 The Wheel of Marketing, Self published Rossiter and Percy 1997, p. 104 Porter,M.E 1976 Interbrand Choice, Strategy, and Bilateral Market Power, Harvard Business Press Competitive Advantage, The Free Press 1985 and Takeuchi, Hirotaka 2000 Can Japan compete? Ramond, C 1976 Advertising Research : The State of the Art, Association of National Advertisers, Inc 1981 Russel, J. Thomas and Lane, W. Ronald 1996 Kleppner s Advertising Procedure, 13 th Edition, Prentice Hall. Rossiter, J. R. and Percy, R 1997 Advertising Communications & Promotion Management, 2 nd ed, The MacGraw Hill 2000 PHP Sandage, C. H. and Fryburger, V 1963 Advertising Theory and Practice, 6 th edition, R. D. Irwin Inc a b

27 Schroer, James C 1990 Adspending : Growing Market Share Harvard Business Review, Jan/Feb, pp Schultz,Don.E.,Tannenbaum,Stanley.I.andLauterborn,RobertF 1993 Integrated Marketing Communications, NTC IMC 1994 Schulz, Eric 2001 The Marketing Game Simon, Julian L 1971 The Management of Advertising, Prentice Hall. Solomon, M. R. and Stuart, E. W 2000 Marketing : Real People, Real choices, 2nd ed, Prentice Hall Telser, Lester G 1964 Advertising and Competition, Journal of Political Economy, December, pp Vacratas, D. and Amber, Tin 1999, How advertising works : What do we really know? JournalofMarketing, Vol.63,Jan,pp Weinberg, Robert S 1960 An Analytical Approach To Advertising Expenditure Strategy, Association of Natioanl Advertisers Inc. Wells, William, Burnett, John, and Moriarty, Sandra 1989 Advertising, Principles and Practice, Prentice Hall. White, Sarah 1997 The Complete Idiot s Guide to Marketing Basics, Alpha Books, CWL Publishing Enterprises Y 1973 a 1973 b

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4303ALL-“Å‘I 433200610 1. 19952000 2007 PPS: Power Producer and Supplier PPS 2. 2.1 AMA: American Marketing Association 1935 AMA National Association of Marketing Teachers AMA 1948 1960 1935 1985 20041985 22004 2006p.17