ПРИМЕЧАНИЯ. 1 R D BtLzzell, Predicting short term changes in market share as a [unction of advertising strategy JournalofMarketingResearch

¹ R D BtLzzell, Predicting short term changes in market share as a [unction of advertising strategy JournalofMarketingResearch, 1964, 1(3), pp 27-31

² Booz Allen & Hamilton, Inc, Management & Advertising Problems m the Advertiser Agency Relationship, Nev, York, NY Association of National Advertisers Inc, 1965

³ M N Blair, An empirical investigation of advertising weann and wearout. Journal of Advertising Research, 1988, 28 (6), pp 45-50

⁴ Т R King, R Frank, Coca-Cola may move its ad account to concern partly owned by Disney The Wall Street Journal Europe 18октябрн 1995, p 4

⁵ P С N Mtchelt.H Cataquet,S Hague, Establishmgthe causesof disaffectionm agency-client relations, Journal of Advertising Research, 1992, 32 (2), pp 41-48

⁶ G К Dowling, Searching for a new agency A client perspective, International Journal of Advertising, 1994,13(3), pp 229-242

⁷ O'Toole The Trouble with Advertising 2^nd ed, New York Random House, 1985, p 131

⁸ Обе цитаты из статьи К Sederberg, Top agency «creative?» take a close look at creativity, Advertising Age, June 2,1979, pp S-3 S 10 S 11, S 13

9 См L Freeman, Ineterview with Ron Stern president of Slim-Fast's Nutrition Division, AdvertismgAge,July6,I992,pp 5-8

¹⁰ Irwin Gross, The creative aspects of advertising, Sloan Management Review, 1971, 14(1),
pp 83-109, D A AakeruJ С Myers, AdvertisingManagement, 3d ed, Englewood Cliffs, NJ Prentice Hall, 1987, pp 392-403, L D Gibson What can one exposure do'Journal of Advertising Research,1996, 36 (2), pp 9-18, G С O'Connor, TR Wtllemain и J MacLachlan The value of competition among agencies in developing ad campaigns Revisit ing Gross's modes, Journal of Advertising, 1966,25(1), pp 51-62

¹¹ В основу метода I—G—I положен так называемый «метод номинальной группы», разработанный Ван де Веном и Делбеиком См, например, А И Van de Yen and A L Delbecq, Nominal versus interacting group processes for committee decision-making effectiveness, Academy of Management Journal, 1971, 14 (2), pp 203-212, кА L Del­ becq, A H Van de Ven, and D H Guslafson, Group Techniques for Program Planning, Middleton.Wl Green BriarPress, 1986

¹² cm F R Esch and W Kroeber-Riel, eds, Experlensysteme Fur die Webung, Bild Kommumcation, Munich Vahlen, 1993, У R Rosstter, The RAM Conveyer theory of creative strengthened m ads, in P Wemberg, ed, Festschrift fur Prof Dr Kroeber Riel, Munich Vahlen, 1994, pp 119-138, L Ang, Unpublished doctoral dissertation Sydney Australian Garduate Schoold of Management, 1994

¹³ J С Hitchon and G A Churchill, To he or what to be An empirical investigation of metaphor's perspective effects in advertising communication, Working paper, Madison, WISchool of Journalism and Mass Communication, University of Wisconsin, 1992

14 M Dingena, The creation of meaning in advertising, Doctoral dissertation, Erasmus UmversityatRotterdam Thesis Publishers, 1994

¹⁵ 5 A Cray and R Snyder, Metaphor in advertising Effects on memory, in M P Gardner, ed, Proceedings of the Society for Consumer Psychology, St Louis P DePaulo, University of Missouri cm N Mitchell, D M Badzmski and D К Pawlowskt, Metaphors as vivid stimuli to enhance comprehension and recall of print advertisements, m KW King, ed, American Academy of Advertising Proceedings, Athens, GA University of Georgia, 1994, pp 198-205

^!S Chow and A J Silk, Advertising copy development and optimal search ORSA/TIMS Marketing Science conference. University of Washington, Seattle, March 23-26, 1988

' J Lawrence, «Uncola» spot-light Slogan returns in new ads for Diet 7UP, Advertising Age, September 30, 1991, p 4, P Winters, 7UPlogs cuno unusual gains in market share, Adver­tising Age, November 16, 1992,1992, p 43 J Liesse, Interview with Andy Addis, Advertising Age, July 6,1992,p S-6

¹ F Danzig, The Big Idea, AdvertismgAge, Novemher9,1988, pp 18, 138, 140