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2. В качестве обзора некоторых исследований см. работу Barry Т.Е. Comparative Advertising: What Have we Learned in Two Decades?// Journal of Advertising Research. — 1993. — 33, № 2. — P. 19-29.
3. Adweek's Marketing Week. — 1989. — June 12. — P. 17.
4. Для обзора последних статей см. работу Barry Т.Е. Comparative Advertising: What Have we Learned in Two Decades? // Journal of Advertising Research. - 1993. — 33, № 2. - P. 19-29.
5. См., например, работу Pettit-O'Malley K.L., Johnson M.S. Differentiative Comparative Advertising: Some Positive Results Revealed by Measurement of Simultaneous Effects on the Ad-Sponsoring and Comparison Brands // Journal of Current Issues and Research in Advertising. — 1992. — 14, № 1. — P. 35-44.
6. Comparison Ads Rev Up // Advertising Age. — 1992. — January 20. — P. 3.
7. Donthu N. Comparative Advertising Intensity // Journal of Advertising Research. — 1992. — 32, № 6, — P. 53-58.
8. Pcchmann C., Stewart D.W. How Direct Comparative Ads and Market Share Affect Brand Choice // Journal of Advertising Research. — 1991. — 31, № 6. — P. 47—55.
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12. Johnson M.D., Home D.A. The Contrast Model of Similarity and Comparative Advertising // Psychology and Marketing. — 1988. - № 4. - P. 211-232.
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19. Gotlieb J.B., Sarel D. Comparative Advertising Effectiveness: The Role of Involvement and Source Credibility // Journal of Advertising. — 1991. — 20, № 1. - P. 38-45.
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28. Там же. - С. 8.
29. Kamins M.A., Assael H. Two-Sided Versus One-Sided Appeals: A Cognitive Argumentation, Source Derogation, and the Effect of Disconfirming Tnal on Belier
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30. CM Ad Blitz Aima at Califomians, Touts a New Image // The Wall Street Journal. - 199. September 24. — P. B5A.
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32. The New York Times. — 1989. — March 27. - P. 30.
33. См. работу Freeman W. The Big Name. - New York: Printer's Ink, 1957; а также Rudolp Attention and Interest Factors in Advertising. — New York: Printer's Ink, 1947.
Fireworker R.B., Friedman H.H. The Effects of Endorsements on Product Evaluation // Decision Sciences. — № 8. — 1977. — P. 576-583; Kamen J.M. et at. What a Spokesman Does for a Sponsor // Journal of Advertising Research. — 1975. — № 15. — P. 17-24.
35. McCrackcn G. Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process // Journal of Consumer Research. — 1989. — 16, № 12. — P. 310-321.
36. The New York Times. - P. 30.
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38. Levitt T. Industrial Purchasing Behavior. — Boston: Harvard University Graduate School of Business Administration, 1965.
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Candice Bergen Leads the List of Top Celebrity Endorsers // The Wall Street Journal. — 1993. — September 17. - P. Bl.
42. Stewart, Cosby Top Q Ratings; Where's Mike? // Advertising Age. — 1992. — August 31. — P. 3.
43. См. работу Candice Bergen Leads the List of Top Celebrity Endorsers // The Wall Street Journal. - 1993. - September 17. - P. Bl.
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