Последовательность телевизионной рекламы

330 Глава 6

Объединение этих ингредиентов для усиления эффектов прошедших рекламных кампаний дает потенциальные преимущества. Во-первых, оно поддерживает силу уникальных и благоприятных ассоциаций, так как полностью сохраняются и используются сильные стороны и ассоциации марки. Кроме того, объединение усиливает эффективность перепозиционирования или возрождения марки. Во-вторых, оно облегчает формирование благоприятного отношения потребителей к рекламе и брэнду. Если потребителям понравится реклама, то возможно, им понравится и брэнд. Как указывалось выше, подобное отношение к рекламе оказывает положительное влияние на оценку марки, особенно когда потребитель не очень задумывается о выборе

Не забывайте, что при проведении серии рекламных кампаний следует придерживаться оптимальной последовательности. Потребители не заметят слишком слабых изменений, а слишком сильные вводят их в заблуждение или мало соответствуют сложившимся представлениям и не усваиваются. Сформированные старой рекламой сильные ассоциации мешают воспринимать новую, которая не вспоминается при покупке товаров или услуг. Во многих случаях умеренные изменения (например, сохранение позиционирования при использовании нового варианта коммуникаций) оказываются наиболее эффективным способом поддержания или усиления ассоциаций марки.

Комментарии

1. Чтобы лучше познакомиться с научными основами анализа маркетинговых коммуникаций, почитайте несколько хороших учебников, например George Е. Belch, Michael A. Belch, Introduction to Advertising and Promotion, 3rd ed. (Homewood, IL: Irwin, 1995); Rajeev Batra, John G. Meyers, David A. Aaker, Advertising Management, 5th ed. (Upper Saddle River, NJ: Prentice-Hall, 1996); John R. Rossiter, Larry Percy, Advertising and Promotion Management (New York; McGraw-Hill, 1987).

2. William J. McGuire, "The Nature of Attitudes and Attitude Change", in G. Lindzey, E. Aronson (eds.), The Handbook of Social Psychology, 2nd ed. (Reading, Mass.; Addison-Wcslcy, 1969), Vol. 3, p. 136-314.

3. Alexander L. Biel, "Converting Image into Equity", in David A. Aaker, Alexander L. Biel (eds.), Brand Equity and Advertising (Hillsdale, NJ: Lawrence Erlbaum Associates, 1993), p. 67-82.

4. "How to Turn Junk Mail into a Goldmine- Or Perhaps Not", Economist, April 1995, p. 51-52.

5. Leonard M. Lodish, Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, Mary Ellen Stevens, "How Т. V. Advertising Works: A Meta Analysis of 389 Real World Split Cable T.V. Advertising Experiments", Journal of Marketing Research, May 1995, p. 125-139; Magid Abraham, Leonard Lodish, Advertising Works: A Study of Advertising Effectiveness and the Resulting Strategies and Tactical Implications (Chicago: Information Resources Inc., 1989).

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6. Lome Gram, "Home Depot Sales Soar 16%", USA Today, Augusl 15, 2001, p. Bl.

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8. John R. Rossiter, Larry Percy, Advertising and Promotion Management (New York: McGraw-Hill, 1987).

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10. Max Robins, "Seinfeld Aces Ultimate Test", TVGutde, 81.

11. Edwin L. Artzt, речь на собрании американской ассоциации рекламным агентств (Greenbrier, VA, May 1994).

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13. Radio Advertising Bureau, "Radio Is Everyone (advertising supplement)" (Irving, TX: Radio Avertising Bureau).

14. Прочитайте обзор Bob Schulberg, Radio Advertising: The Authoritative Handbook (Lincolnwood, IL: NTC Business Books, 1990).

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17. Более подробное обсуждение этих вопросов напечатано в монографии Philip Ward Burton, Scott С. Purvis (eds.), Which Ad Pulled Best?, 5th ed. (Lincolnwood IL: NTC Business Books, 1987).

18. Yumiko Ono, "Direct Marketers Press Fast-Forward on Using Videotapes as Costs Decline", Wall Street Journal, October 31, 1994, p.A8.

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24. JakkiJ. Mohr, Marketing of High-Technology Products and Innovations (Upper Saddle River, NJ: Prentice-Hall, 2001); Ward Hanson, Principles of Internet Marketing (Cincinnati, OH: South-Westero College Publishing, 1999); Eloise Coupey, Marketing and the Internet (Upper Saddle River, NJ: Prentice-Hall, 2001).

25. "Banner-Ad Blues", Economist, February 24,2001, p.

26. Suzanne Vranica, "GM Is Joining Online Videogame Wave", Wall Street Journal, July 26, 2001, p. Bl.

27. Suzanne Vranica, "Volvo Campaign Tests New Media Waters", Wall Street Journal, March 16, 2001; Karen Lundcgaard, "Volvo's Web-Only Vehicle Launch Ends Amid Ford Unit's Questioning of Tactic", Wall Street Journal, January 11,2001.

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29. Chuck Stogel, "Quest for the Captive Audience", Superbrands, 1992, p. 106-107.

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30. David Т. Friendly, "Selling ll at The Movies", Newsweek, July 4, 1983, p. 46.

31. Joanne Lipman, "Product Placement Can Be Free Lunch", Wall Street Journal, November 25, 1991; John Lippman, Rick Brooks, "Hot Holiday Flick Pairs FedEx, Hanks", Wall Street Journal, December 11,2001, p. Bl.

32. Scott Hume, Marcy Magiera, "What Do Moviegoers Think of Ads?", Advertising Age, April 23, 1990, p. 4.

33. Consumer Reports, December 1982, p. 752-755.

34. Прекрасный анализ проблем, снизанных с видами и масштабами методов стимулирования продаж, приводится в монографии John A. Quelch, "Note on Sales Promotion Design", Teaching Note N-589-021 (Boston; Harvard Business School, 1988).

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38. Mathcw Kinsman, "Coupons: Bad Is Good", Promo, April 1, 2001, p. 71.

39. John R. Rossiter, Larry Percy, Advertising and Promotion Management (New York: McGraw-Hill, 1987).

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42. Michael Oneal, Peter Finch, "Nothing Sells Like Sports", Business Week, August 31, 1987, p. 48-53.

43. Chris Roush, "A Sports Marketer with a Mean Curve", Business Week, 12 September 1994, p. 96.

44. Ассоциация национальных рекламодателей выпустила специальное руководство "Event Marketing: A Management Guide".

45. Michael J. McCarthy, "Keeping Careful Score on Sports Tie-ins", Wall Street Journal, April 24,1991, p. Bl.

46. William L. Shankin, John Kuzma, "Buying That Sporting Image", Marketing Management, Spring 1992, p. 65.

47. Jim Crimmins, "Most Sponsorships Waste Money", Advertising Age, June 2i, 1993, p. S-2.

48. Gerry Khermouch, "Buzz Marketing", Business Week, July 30, 2001; Catherine Valenti, "Some Brands Thrive without Advertising", ABCNews.com, August 23, 2001.

49. Gerry Khermouch, "Buzz Marketing: Suddenly This Stealth Strategy Is Hot", Business Week, July 30, 2001, p. 50.

50. Ibid.

51. Emanual Rosen, TbeAnatomy of Buzz (Nw York: Currency, 2000).

Интеграция маркетинговых коммуникаций для формирования капитала... 333

52. John Quelch, "Communications Policy", Teaching Note 5-585-021 (Boston: Harvard Business School, 1984).

53. Christopher Power, "Smart Selling", Business Week. August 3, 1992, p. 46-52.

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60. Larry Light, "Bringing Research to the Brand Equity Process", доклад представлен ARFBrand Equity Workshop (February 1994).

61. Например, см. статьи Daniel R. Young, Francis S. Belleza, "Encoding Variability, Memory Organization, and the Repetition Effect"', Journal of Experimental Psychology: Learning, Memory, and Cognition, June 1982, p. 545-559; H. Rao Unnava, Robert E. Bumkrant, "Effects of Repeating Varied Ad Executions on Bxand Name Memory", Journal of Marketing Research, November 1991, p. 406-416.

62. Michael D. Johnson, "Consumer Choice Strategies for Comparing Noncomparable Alternatives", Journal of Consumer Research, December 1984, p. 741-753.

63. Julie A. Edell, Kevin Lane Keller, "The Information Processing of Coordinated Media Campaigns", Journal of Marketing Research, May 1989, p. 149-163; Julie Edell, Kevin Lane Keller, "Analyzing Media Interactions: Print Reinforcement of Television Advertising. Campaigns" (Fuqua School of Business, Duke University, 2002).

64. William T. Moran, "Insights from Pricing Research", in E.B. Bailey (ed.), Pricing Practices and Strategies (New York: The Conference Board, 1978), p. 7-13.

65. J.A. Deighton, "Features of Good Integration: Two Cases and Some Generalizations", in J. Moore, E. Thorsen (ed.), Integrated Communications: The Search for Surgery in Communication Voices (Hillsdale, NJ: Lawrence Erlbaum Associations, 1996).

66. Nancy Langford, Steven A. Greyser, "Exxon Communications after Valdez", Case 9-593-014 (Boston: Harvard Business School, 1995).

67. Ronald Alsop, "Enduring Brands Hold Their Al.urc by Sticking Close to Their Roots", Wall Street Journal, Centennial Edition, 1989.

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68. Leslie Savan, "Selling a Sullied Рюйиа*\ San Francisco Chmnicle, August 17,1986, p. 5.

69. Raymond R. Burke, Thomas K. Srull, "Competitive Interference and Consumer Memory for Advertising", Journal of Consumer Reseaxh, June 1988, p. 55-68; Kevin Lane Keller, "Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations", Journal of Consumer Research, December, 1987, p. 316— 333; Kevin Lane Keller, "Memory and Evaluations in Competitive Advertising Environments", Journal of Consumer Research, March 1991, p. 463—476; Robert J. Kent, Chris T. Allen, "Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity", Journal of Marketing, July 1994, p. 97-105.

70. Joe Mandese, "Rivals' Ads Cluttering TV", Advertising Age, October 14-20,1991.

71. David Walker, Michael J. von Gonten, "Explaining Related Recall Outcomes. New Answers from a Better Model", Journal of Advertising Research, 29, 1989, p. 11—21.

72. Kevin Lane Keller, Susan Heckler, Michael J. Houston, "The Effects of Brand Name Suggestiveness on Advertising Recall", Journal of Marketing, January 1998, p. 48-57.