Strategic Advertising

Management
Larry Percy
Richard Elliott

Second Edition


2008
 339.138
65.2902
27

. . ,
. . , ,
. ,

. . . ,
. ..., . .

., .
27 /
. . .: , 2008.
416 .

ISBN 9785938900257 (.)

ISBN 0199274894 (.)

,
. 
, 
.
, 

.

, , ,
.

339.138
65.2902

. 

.

L. Percy and R. H. Elliott, 2005

,
, 2007
ISBN 9785938900257 (.)
ISBN 0199274894 (.) , 2008


. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .11

I. :
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .15

1. ? . . . . . . . . . . . . . . . . . . . .17
: . . . . . . . . . . . . . . . . . . . . .17
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .28
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31
2. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .39
. . . . . . . . . . . . . . . . . . . . . .39
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49

II. : . . . . . . . . . . . . . . . .53

3. . . . . . . . .55
. . . . . . . . . . . . . . . .56
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .61
. . . . . . . . . . . . . . . . . . .64
. . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .67
4. . . . . . . . . . . . . . . . . . . . . . . . . .71
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .72
. . . .74

III. . . . . . . . . . . . . . . . . . . . .87

5. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .89
. . . . . . . . . . . . . . . .89
: . . . . . . . . . . . . . . . . . . . . . . . . .90
6

. . . . . . . . . . . . . . . . . . .94
. . . . . . . . . . . . . . . . . . . . . . . . . . . . .97
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .111
. . . . . . . . . . . . . . .118
6. . . . . . .118
. . . . . . . . . . . . . . . . . . . . . . . . . .120
. . . . . . . . . . . . . . . . . .126
. . . . . . . . . . . . . . .140
7. . . . . . . . . . . . . . . . . . . . . . . .140
 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .142
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .146
. . . . . . . . . . . . . . . . . . . . . . . .155
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .166
8. . . . . . . . . . . . . . . . . . . . . . . . . . .170
. . . . . . . . . . . . . . .170
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .172

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .178
. . . . . . . . . . . . . . . . . . . . . . . . . . .189
9. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .208
. . . . . . . . . . . . . . .208
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .209
. . . . . . . . . . . . . . . . . . . .210
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .212
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .218
. . . . . . . . . . . . . . . . . . . .219
. . . . . . . . . . . . . . . . . . . . . . . . . .222
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .222

IV. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .229

10. . . . . . . . . . . . . . . . . . . . . . . . . . . . .231
. . . . . . . . . . . . . . . . . . . . .232
. . . . . . . . . . . . . . . . . .249
 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .261
11. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .266
. . . . . . . . . . . . . . . . . . . . . .267
: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .274
: . . . . . . . . . . . . . . . . .284
12. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .310
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .310
. . . . . . . . . . . . . . . . .312
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .317
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . .324
 7

V. . . . . . . . .337

13. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .339
. . . . . . . . . . . . . . . . . . . . . . . . . . .340
 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .363
14.
. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .373
. . . . . . . . . . . . . . . . . .374

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .384
. . . . . . . . . . . . . . . . . . . . . . .388
 . . . . . . . . . . . . . . . . . . . . . .396


, , , , ,
, 
, 

.
, 
.
, 
. ,
Oxford University Press.
.
.

, ,
, 1.


.

, 
. , 
, 

. : ,
, 
. <> 

[ , . 378].
, 
,
, ,
1
.
. (.: , 2002).
.
10


.

( 
) , strategic planner, ,
,
 , 
. , , 
 ,
.

. ,
. ,
,
.
, , 
, upgrade. 
,
.
, 
.

, 
,
, 
, 
. 
, 
, .
. 
.
:
? .
, , .
,
,
.

. . , ...,
. . , + ++
+, : +
,


1990 . ,
.
, 
:
,
, 
, . , , 
, 
30% , .
, , , ,
,
, . 
, , 
, 
; 

; ; 

; ,
, , 
. .
, 
, ,
. 
. ,
, 
. 
, , 
. ,
,
( ), 
, ,

12

.
.
, , 
, 
. ,
,
, , , 
b2b. , ,
, 
. , 

, 
,
b2b.
.

:

;
,


, 
;
, 
, 
, , 
;
, 
;
,
.

, 
. ,
,
. , 
, 
,
.
.
, ,
www.oup.com/uk/booksites/busecon, 
, 
.
 13

, 
. 

: ,
. , , ,
, 
. 
, , Oxford
University Press. ,
, 
, .

:


1
?

1.
, , &
, ,
.
2. , ,
&
.
3.
,
.
4. ,
, , .

, 
,
.
, ,

, 
.

:

: ; 

. :
( , ,
, . .) [1].
18 :

, , 
, , 
. .
, 
.
advertising.
(Daniel Starch), XX .,
1920 . , advertising
advertere, [2].
,
advert , , ,
. , 
. 
,
, .

, 
,
, .
,
.
, 
. ?
, ,
.
promovere, 
[3]. promotion 
advertising
. ,

,
.

,
.
(, 
, ), 
, , , .  (E. Jerome
McCarty) : (promotion),
(product), (price) (place) [4].

, ,
. 
 ? 19

7. , 
 
.
14. ,
, ;
, , ,
. ,
, 
, .
,
,
,
. , ,
, , .
, 
(, , ).
, : 
. 

.

, 

. 
, , 
,
.
( 
), ,
, .
,
Nestle Nescafe Gold Blend ( 1.1).
, , 
. , 
, , ,

Nescafe Gold Blend. , 
, Nescafe Gold
Blend,  ,
. , , 

, , .
20 :

1.1. Nescafe Gold Blend,

.
Societe des Produits Nestle SA,

Nescafe Gold Blend . , , 
,
. , 
Nescafe Gold Blend
 ? 21

,
. ,
, ,
, , .

?
.
. 

. ,
; , ,
, .
, 
, , . 

. 3.
Nescafe Gold Blend.
, ? 
, 
, , .
,
. , , 

, :
Nescafe Gold Blend?.
, , .
.
(Enjoy before drinking)
, 
.
, , 
, : .
, 
.

. 
: , 
,
[5].
,
. 
; , 
,
.
22 :

. 
, , ,
.
.  
 , ?

. , 
. 
: . 
, . 
.

. 
, , ,
. , 
.
, ,
.

.
. , 
. 
, ,
, 
.

, . ,
, 
.
? ? 
?  ? 
, , , 
.

, , 
. 
.
.
. ,

, ,
(
)
.
 ? 23

Nescafe Gold Blend. 

, .
, .
? , 
, 
. ,
, 
,

.
, Nescafe
Gold Blend,
.
, 
, 
; .
, 

.

, 
. ,
,
, , 
, , 
.
.
.
8
, +
: 
, [6].

. , 

[7]. , ,
, , 
. , , 
,
, .

, , 
. .
24 :

. .

, ,
(,
),
(, ).

, , 
. 
,
:

, , 
;
, , 
;
, , 
;
, , 
.

, 
Nescafe Gold Blend?
. 
,
. , 
, , .
, , 
.
? . ,
, (
), , . 
, , ,
, , , (
, ). Nescafe Gold Blend

.
11 ,

. ,

.
. , 
.
 ? 25

, . ,
, ,
,
. 

, , .

, 
.

, ,
, , , 
.
, 
11, 
. 
, , , 
, ,
.
.  (William J. McGuire), ,
, 
. ,
( 
), ( )
( )
[9]. ,
, 
, ( 
).


.

, . 
(
), . 

, .
8 , 
, , ,
,
. , 
.
26 :

, , 
, 
. , 
.
,

, [10].

. , , , 
, . 
, 
, , , 
, . ,

,
[11]. , 
,
.
, 
VisCAP 11. , 
() 
, ()
. ,
.

? ,
, , , 

. ,
. 
,
.
,
? , , 
, 
. XXI . 
.
,
,
? 
,
.
 ? 27

,
. , 
, 
. 
,
. 
, , , , 
.
, 1998 . 64%
, ,
, [12].
, 

.
, 
,
, 
.
,
. , 
. 
,
, 
.
amazon.com ( 1.2).
,
, . ,

. , 
. , 
, 
, .

.


.
.

1.2. &,


. amazon.com,
Inc.
28 :

. 
, ( ),
(
(Rossiter and Bellman) [13]. , 
.
, 10.

. 
, 
.

,
, , , 
. , ,

,  
.

, . , 

. , 
[14]. 
XX .
. 
(Martin Davidson), , , , 
: ,
 , [15].
, ,
, , 
.
.

. , 
, .
, .
, 
, ,
, . , 
,
 ? 29

, 
.
, . 
, , 
.
,
. 
. ,
. : 
, 
, 
.
, , 
. 
, 
. 
, .
.

, 
. , , 
, , , 
. 
, ,
. , 
. , 
, , 
?
, .

, 
. , 
. ? 
,
? , 
, . .
,
. .
, , 
, ,
, [16].

. ,
30 :

,
.
, ,
,
.
, 
.
1991 . 

. ,
 

[17].

, (, 
, ), 
. 
, , , 
San Georgio, .
San
Georgio, .
, 
. ,
.
, : , , , 
, 
.
, 
, . 
. ,
 , 
.

,
, , .
, ,
. , 
, 
, 
.
, 
. , 
.
 ? 31

, ,
. 
.

. 
, ,
, 
. , ,
2000 . 15 798 , 
21 615 [18].
, 
, 
. 
. , , 
.
, , , , 
. , 
, , .

.
, 
. 
, 
, ,
.

. , 

, . 
.

. ,
, 
. ,
.

, 
, 
. ,
32 :

, 
. 
. ,
. ,
.
,
(Calfee and Ringold). ,
, 
[19].
, 

. 70% ,
,
, 
, , ,
.
, , 
 ,
. , .

. 
, 
. , 
. . 
, , ,

. , 
, ,
, , . 
(Pollay and Mittal) 
, 
, , , ,
+
[20].

. , 
, 
. , ,
, ,
, , , 
(, ). 
,
(, ).
 ? 33


: 
. 
.
, 
, , ,
, 
, , 
. 8. ,
,
. 
, 
, ;

.
, .
(Ippolito) ,
, 

+
[21]. ,
, 

 ,
. , , 
, ,
.
, ,
. 
, .

, ,
6070% ,
[22]. 
, 
. , 
.
1970 .
, 
, ,

.
34 :

, , ,
[23].
, , .
,
, ,
 , 
. , , 
.
,
, 
3% [24]. 
, 
, 
, .

, 
,  
. , ,
, 
, 
,
. ,
, , 
. , 
,
. 
, 
, .
,
, ,
. , 
, 
, ,
,
. 
, ,
. ,
, , , 
Advertising Age , 

[25].
(Sean Fitzpatrick),
 McCannErickson Worldwide, ,
 ? 35

, , 
, .

? ? ,
,
, ?
, ,
.

, , 
[26].
, 
, 70% 
, 
.
, (
), .
.
? ? 

, , , , 
, , , 
? ,
, ?

, .
:
?, :
, 
, 
[27]. , 

, , 
, . , 
, 
.

, , &
, . &
,
36 :

.
, &
.

1.1 ?
1.2 , &
?
1.3 &
?
1.4 &
?
1.5
?
1.6 ?
1.7 , ?
1.8
?

1. The New Shorter Oxford English Dictionary (Oxford: Clarendon Press, 1990).
2. Daniel Starch, Principles of Advertising (Chicago: A. W. Shaw, 1926).
3. .
4.  
Basic Marketing: A Management Approach (Homewood, Ill.: Irwin, 1960).
5. 

(John Rossiter and Larry Percy) Advertising and Promotional Management
(New York: McGrawHill, 1987).
6. , , 
, ; 
.
7. , 
, 
.
, 
,
, 
.
, . . . (A. S. C. Ehrenberg)
Repetitive Advertising and the Consumer, Journal of Advertising Research 14 (
 ? 37

1974 .), pp. 2534, Justifying Advertising Budgets, Admap 30 ( 1994 .),
pp. 1113. (John Philip Jones) Advertising: Strong Force
or Weak Force? Two Views an Ocean Apart, International Journal of Advertising 9 (1990),
pp. 233246, .

, HOE (HierarchyofEffects). 
, ,
, . . . (T. Barry and
D. Howard),
 , .
A Review and Critique of the Hierarchy of Effects in Advertising,
International Journal of Advertising 9 (1990), pp. 121135.
, , , 
, .
8. , 
. 6.
9.  , 
. , 
, The Nature of Attitude and
Attitude Change, . .
(G. Lindsey and E. Aronson) The Handbook of Social Psychology, iii (Reading, Mass.:
AddisonWesley Publishing, 1969), pp. 136314.
Persuasion, Persistence, and Attitude Change, 
. . (I. deSala Pool et al.) Handbook of Communication
(Chicago: Rand McNally, 1973), pp. 216252.
10. , 
, , ,
Advertising Strategy: A Communication Theory Approach (New York: Praeger
Publishers, 1980), pp. 102104.
11. P. I. Rosenthal, Concepts of Ethos and the Structure of Persuasive Speech, Speech
Memographs 33 (1996), pp. 114126.
12. Juliana Korantegs, UK Internet Sites Enjoy Big Advertising Boost, Advertising Age
International (November 1999), p. 11.
13. John R. Rossiter and Steven Belman A Proposed Model for Explaining and
Measuring Web Ad Effectivenes, Journal of Current Issues and Research in Advertis+
ing 21 (1999), pp. 1331.
14. 
, (William
Leiss, Stephen Klein, and Sut Jally) Social Communication in Advertising (London:
Routledge, 1997).
15. Martin Davidson, The Consumerist Manifesto: Advertising in Postmodern Times
(London: Routledge, 1992), p. 117.
16. .
17. Matti Alderson, Advertising: Self Regulation and the Law, in Norman Hart (ed.),
The Practice of Advertising (Oxford: Butterworth Heinemann, 1995), pp. 259272.
38 :

18. Zenith Media Advertising

Age International ( 2000).
19. John E. Caffe and Debra Jones Ringold, The 70% Majority: Endorsing Consumer Beliefs
about Advertising, Journal of Public Policy and Marketing 13 (1994), pp. 228230.
20. Richard W. Pollay and Banwari Mittal, Heres the Beef: Factors, Determinants, and
Segments in Consumer Criticism of Advertising, Journal of Marketing 57 (1993).
21. P. Ippolito, Bonding and NonBonding Signal of Product Quality, Journal of
Business 63 (1990), pp. 4160.
22. Calfee and Ringold, The 70% Majority.
23. R. Sauer and K. Leffler, Did the Federal Trade Commissions Advertising Substanti
ation Program Promote More Credible Advertising?, American Economic Review 80
(1990), pp. 191205.
24. Calfee and Ringold, The 70% Majority.
25. Steven W. Colford, Fear of Being Painted with Pols Dirty Brush, Advertising Age
(1996).
26. Pollay and Mittal, Heres the Beef.
27. , pp. 99114.

Jeff Richards and Catharine Curren, Oracles on Advertising: Searching for a
Definition, Journal of Advertising 31/2 (Summer 2002). 
, 
, 
.
Journal of Advertising Research (September/October 2002)
Journal of Advertising 31/3 (Fall 2002),
.
Journal of Consumer Psychology 13/12 (2003),
. 
, .
Stephanie ODonohue, Living with Ambivalence: Attitudes to Advertising in Post
modern Times, Marketing Theory 1/1 (September 2001). 

.
40 :

) , 

. 

( ) ,
( ),
(. 2.1). 
, 
:
1: ;
2: / ;
3: ;
4: / .

2: /
1:

4: /
3:

. 2.1.
 41

1:
, 
 
.

, , . . 
, 

(, 
).

.

, .
, 

, 

(. 6). ,
,
,

.


, . 
, 
( 
). 1950 . ,

[3]. (Vance Packard)
(The Hidden Persuaders)
, 
,
( 
, , ) [4]. , 
10.
(Judith Williamson)

, .
, ,

42 :

( , , ) [5].
!

, ,
(Cook) (Vestergaard and Schroder) [6, 7], 
, 
. 

, 4.
, , ,
.

2: /

,
, 
.

,
(Raymond Williams),
, ,

[8]. 
,
.
,

. 
, , 
(Gramsci) ( , 

, ,
),

[9]. 
, 
,
[10].

.
, 
, 
[11].
 43

( , 
,
, )
(Goldman), , [12].
, 4, ,
, 

( ) 
, (,
) 
, , [13].

(Williamson), ,
, 
, [14].
,
(Barthes) [15], ,
( ) : .
(, ),
/ (, ).

,
[16]. 

, 
, 
, 4.

. 
, 
,
, .
,  [17]. 
,
(Debord) [18], , (Taylor and Saarinen) [19],
, .


, 
.
, 
, , 
, ,
44 :

. 
, 
, 
, , (Strinati), 
, , ,
, , ,
[20]. 
,
, ,
, [21]. 
,
 , , ,
, ,

. .
, 
,
(Fowles) 
[22]. 

, 
(, , )
, 

. 
, 
,
XX .
4.

,
,
[23]. (De Mooij)
,
(Hofstede) [24]. 
, :
, / , / ,
, .
/ ,

. , 

.
 45

, . 

, 
. 5 ,
,
. , , 

; 
.

3:
,
.

, ,
,
[25]. 

. 
. , 
.

, , ,
, 
, :
(Kay), ,
[26]. , 
,
. 
, 
, 
.

,
,
.

. 
(ODonohoe), 
(, , , , 
)  [27].
46 :

4, 
. 
,
, , , 
, .

, ;
.
. 
,
, , 
[28]. , 
, 
.

4: /

. 
 .

,
. 
, , 
.

, , . 

, , 
,

. 

. , 

[29]. 
, , (Foucault), 
[30].
, , , 
.
, , (Fairclough), 

, ,
[31].
 47

, (Elliott)
: 
, 
, 
, , 
, .
, 
, 
,
[32].
(Myers) 

[33].
(),
. ,
, 
.


. 
.
(Goffman) 
, 
, 
[34]. 
,

[35].

, 
.
,
, , 

[36]. , 
, , 

[37]. ,

[38].

, ,
, ,
48 :


. (Kress and Van Leeuwen)
, ,

[39]. , 
, 
, 
.
(Messaris) 
,
,
( ) [40]. 
, ,
,
, .
, .
, 


. , , ,
,
.

: 
, 
. 
.
.

, , 
.
, .
, 
, 
, 
[41]. , ,
, , , 

.
[42].

,
, . 
, ,
 49

. (, ) 
.
, ; 
, ,
. , 
:
, .
, 
[43].
(Ritson and Elliott) 

.

[44]. 


.
XX . 
,
,
, , 
. 
, 
, 
.

, 
, [45]. ,

, 
,
,
[46].
, 

. , , 
, 
, .


,
.
50 :

, ,

, 
. 
,
, , 
, ,
, .
, 
.

, &
. ,
, (
) ( ), &
.
,
,
.

2.1
?
2.2 , , ,
, ?
2.3 ,
?
2.4
?

1. J. K. Galbraith, The New Advertising Society (Harmondsworth: Penguin, 1968).
2. H. Marcuse, One+Dimensional Man (London: Routledge and Kegan Paul, 1964).
3. : P. Martineau, Motivation in Advertis+
ing (New York: McGrawHill, 1957) E. Dichter, The Handbook of Consumer Motiva+
tion (New York: McGrawHill, 1964).
4. V. Packard, The Hidden Persuaders (Harmondsworth: Penguin, 1957).
5. J. Williamson, Decoding Advertisements (London: Marion Boyars, 1978).
 51

6. G. Cook, The Discourse of Advertising (London: Routledge, 1992).

7. T. Vestergaard and K. Schroder, The Language of Advertising (Oxford: Basil Blackwell, 1985).
8. R. Williams, Advertising: The Magic System in R. Williams, Problems in Material+
ism and Culture (London: Verso, 1980).
9. A. Gramsci, The Prison Notebooks (London: Lawrence and Wishart, 1971).
10. Marcuse, .
11. Galbraith, .
12. R. Goldman, Reading Ads Socially (London: Routledge, 1992).
13. Richard Elliott and Mark Ritson Poststructuralism and the Dialects of Advertising:
Discourse, Ideology, Resistance . S. Brown and D. Turley, Consum+
er Research: Postcards from the Edge (London: Routledge, 1997), pp. 190219.
14. Williamson, .
15. R. Barthes, Mythologies (St Albans: Paladin, 1973).
16. ., , E. G. Dyer, Advertising as Communication (London: Methuen, 1982);
A. Wernick, Promotional Culture: Advertising, Ideology, and Symbolic Expression
(London: Sage, 1991); R. Goldman and S. Papson, Sign Wars: The Cluttered Landscape
of Advertising (London: Guilford Press, 1996).
17. J. Baudrillard, For a Critique of the Political Economy of the Sign
. M. Poster, Jean Baudrillard: Selected Writings (Cambridge: Polity Press, 1988).
18. G. Debord, Society of the Spectacle (Detroit: Black and Red, 1977).
19. M. Taylor and E. Saarinen, Imagologies: Media Philosophy (London: Routledge, 1994).
20. D. Strinati, An Introduction to Theories of Popular Culture (London: Routledge, 1995),
p. 225.
21. M. Nava, Consumerism Reconsidered: Buying and Power, Cultural Studies 5 (1991),
pp. 157173.
22. J. Fowels, Advertising and Popular Culture (Thousand Oaks, Calif.: Sage Publication, 1996).
23. C. Geertz, The Interpretation of Cultures (New York: Basic Books, 1973).
24. M. de Mooij, Global Marketing and Advertising: Understanding Cultural Paradoxes
(Thousand Oaks, Calif.: Sage Publication, 1998).
25. P. Nelson, Advertising as Information, Journal of Political Economy 81 (1974),
pp. 729754.
26. J. Kay, Foundation of Corporate Success (Oxford: Oxford University Press, 1993).
27. S. ODonohoe, Advertising Uses and Gratification, European Journal of Marketing
28/89 (1994), pp. 5275.
28. F. Buttle, What Do People Do With Advertising?, International Journal of Advertising
10 (1991), pp. 95110.
29. J. Potter and M. Wetherall, Discourse and Social Psychology: Beyond Attitudes and
Behavior (London: Sage Publication, 1987).
30. M. Foucault, The Archaeology of Knowledge (London: Tavistock, 1972).
31. N. Fairclough, Language and Power (London: Longman, 1989).
32. R. Elliott, A. Jones, B. Benfield, and M. Barlow, Overt Sexuality in Advertising: A
Discourse Analysis of Gender Responses, Journal of Consumer Policy 18/2 (1995).
33. K. Myers, Understains: The Sense and Seduction of Advertising (London: Pandora,
1986).
34. E. Goffman, Gender Advertisements (London: Macmillan, 1979).
52 :

35. , A. Courtney and

T. Whipple, Sex Role Stereotyping in Advertising (Lexington, Mass.: Lexington Books,
1983) S. Livingstone and G. Green, Television Advertisements and the Portrayal of
Gender, British Journal of Social Psychology 25 (1986), pp. 149154.
36. M. Richins, Social Comparison and the Idealized Images of Advertising, Journal of
Consumer Research 18/1 (1991), pp. 7991.
37. Myers, .
38. ., , R. Elliott et al., Overt Sexuality in Advertising.
39. G. Kress and T. van Leeuwen, Reading Images: The Grammar of Visual Design (Lon
don: Routledge, 1996).
40. P. Messaris, Visual Persuasion: The Role of Images in Advertising (Thousand Oaks,
Calif.: Sage Publication, 1997).
41. L. Scott, The Bridge from Text to Mind: Adapting ReaderResponse Theory to
Consumer Research, Journal of Consumer Research 21 (1994), pp. 461480.
42. ., , R. Elliott, S. Eccles, and M. Hodgson, ReCoding Gender Representa
tions: Women, Cleaning Products, and Advertisings New Man, International Journal
of Research in Marketing 10 (1993), pp. 311324; R. Elliott and M. Ritson, Practicing
Existential Consumption: The Lived Meaning of Sexuality in Advertising, Advances in
Consumer Research 22 (1995), pp. 740746; D. G. Mick and K. Buhl, A MeaningBased
Model of Advertising, Journal of Consumer Research 19 (1992), pp. 317338.
43. S. Fish, Is There a Text in this Class? The Authority of Interpretive Communities
(Cambridge, Mass.: Harvard University Press, 1980).
44. M. Ritson and R. Elliott, The Social Uses of Advertising: An Ethnographic Study of
Adolescent Advertising Audiences, Journal of Consumer Research 26/3 (1999),
pp. 260277.
45. Mick and Buhl, A MeaningBased Model of Advertising.
46. Ritson and Elliott, The Social Uses of Advertising.

Journal of Advertising 32/1 (Spring 2003)
.
.
Stephen Brown, Marketing: The Retro Revolution (London, 2001).
 ,
 .


&
6 &
, &
,
&

7 &

,
8 &
( &
) &
&

9 &
&


5

&
: , &
. &
, ,
, &
. , ,
&
, .

1 2 3 4 5

&

&
&
&

1.

, ,

,
& &

90

1.
, .
.
2. &
. , &
.
3. & &
, , &
.
4. &
.

, 
(
)
.
. 
, 
. ,
, , 

? 
, 
?
,
. ,

. . , 

, 
. , ,
, , 
( ) .

:

. (Gerrit Antonides and W. Fred
van Raaij)
 91

: , 
[1]. 

(, , ),
( , ) (
, ).

, :
(, , 
); (,
); 
(, , 
, , ).

, (
), (, 
, ) (,
, ).
,
, 


. (Rossiter and
Percy), , 
[2].
, 
:
, 
; , 
, ; +
,
, ;
, , , 
, , 
.

.
+
.
,
. , .

.
, 
. .
92

, 
. , , 
. ,
.
,
, ,
. 
, , , (
, 
). 
.
, . 

. , 
.


. 
. ,
. ? 
, .
.

. , ,
[3].
, , 
.
: , 
, , 
(). 
[4] 

: , .

, 
.
1, 

. , 
. , ,
, ? ,

. 
, 
,
 93

. , , ,
, ; 
, .
, ,
; , 
.
, 
, ,
,
(. 5.1):

: , 
;
: ,
, ,
, ;
: ,
, , ,
, ;
: ,
,
.

, ,
, , . 
,

. 5.1.
94

, 
. ,
, 
. ,
, 
, 
. , 
( , , 
),
, . 
,
, . 
,
. , 

,
,
.

, . 
, , 
.
. 
 , , , 
. , 
.

. , 
?
? 
? ?
,
,
.
.
, 
[5]. , 
, .

. , 
(
 95

) ( ) [6]. 
, 
. 
, , , 
.
, 
, (ROI).

.


, 
.
. ,
, ,
, , , ,
. 

, 

, ?

.


.
, 
. , ,
. 

, 
.

, 
. ,
,
. ? ,
,
 
. , 
,
,
96

. 

ROI. , 
, .

.

,
, . 
,
 
, .
, 
, .
,
, ,
, , ,

. ,
( 
). ,
, 
. 
.

, 
, ,
,
( 
).

. . 
,
, 
. 
,

, .

, ,
. , ,
. , ,
 97


, ,
. .
,
( 
),
.
, 
, ,
, 
.
, , , ,
. 
.

. 5.1. 
, 
. 
, 
,

(Target Group Index TGI) [7], 
.
, 
, .

,
. , 
, 
[8].
, ,

/ /

/ /

5.1. ,

98

, 
. , ,
, . 
. , 
. 
. .


.
, 
. 
, , , , 
, . 
. , ? :

.
, , 
. ,
, , 
, Ferrari . 
,
.
. , 
,

. 

, 
( ) . ,
; 

, 
, 
.
, 

,
. ,

. 


, .
 99



[9]. .
,

. ,
. Nestle , 

, ,
. 
,
.
,  
. ,

, 
. , 
,
, .

. ,
, 
. 
, ,
. 
(Robert East), 
, , 
[10].
, 
, . 

, 
, 
.

,

. ,
, ,
,
? 

.
100

( )
. 

. , 

,

.
, , 

. , 

. ,
.

,
. 
Acorn (A Classification of Res
idential Neighbourhoods ) [11]. Acorn

( ).
, ,
, .
Acorn 
, .
,
,
.
Acorn (,
Mosaic Pinpoint) ,
 
. : 
?
.

, 
. ,
.

1950 .

. ,
 101

(Ernest Dichter),

, , . , 
, , ,


[12]. ,
.
I . , 
,  , 
, 
. , 

, ,
( AIO attitudes, interests, opinions).
,
, , 
, 
, , .
, , 
, , 
,

.
, ,
, .
Ford Explorer ( 5.1)
. 
,
. , Ford Explorer
, , . 
, 
(
) (,
Land Rover). , , 
( Ford Explorer 
), ,

.
,
, , 
. 
, . , , 
,
 .
102

5.1.
, .
Ford Motor Co.

, 
,
. ,
,
[13]. ,
.
,
Joint Industry Committee for National Readership Surveys,
: () , () 
, (1) , (2) ,
(D) () .
,
[14], ,
, , 
. 
,
.
,


 103

,
. (Fill),
, ,
, [15].


. , ,

. ,
, . 
, 
.

VALS, SRI International 1970 .
(VALS1) (VALS2). VALS2
: 
(, , , ) . 
: ,
, , , , , 
. , 
.
VALS 

, ,
(, ).
,
, ,
.
Synergy Brand Values
. 

, ,
:
, , , 
, , , 
. , 
, 6% , ,
23%.

, VALS. , .
, (Landy) [16],
, , 
, , 
.
104

.
,
, 
. ,
, , 
. 
, , 
, ,
[17].
,
. , 

. ,
(de Mooij),
(. 5.2). 
, , ,

( &
)


,

, &


,

&

,

, &





,

,
,


,

5.2.
 105

[18].

.
.


. 
. 
? 
,
.
.
, ,
,
. 
, 
, ,
. , , 
, , , 
, [19].
,
, , 
.

. ,
,
. 
. , ,

, [20].

: , / .

, , 
. ,

.
, .
,
, .
, , 
.
,

106

. , 
, , 
. 
,
.
. 

.
, .
, ,
, 
. ,
, 
. , 
,
(,
), 

,
(IQ).
, 
. 
(
, ), , 
,
. ,
, , . 
, , 
( 
), 
[21].
/ ,

. , , ,
, , . 
, ,
, . , ,
,
[22].
, 
.
, , ,
[23]. ,
,
,
 107

, 
, , [24].

(
).
,

, . 
, 
,
/ (Eysenck). 
/
, 
[25].

. , 
 ,
.
.
,
. 

, 
. ,
, 
, . 
, , 
, . , 
.

? 

; 
, . ,
, ,
,
, . 

. 
,
, 
. ,
. , 
, ,
. ,
108


.
,
,
. 
, , 
, 
(, ) , 
. ,
, .
, 
.
, 
.
, ,
(, 
), 
, .

. 5.2. 

. ,
,
.
,
. ,
( 
, , ) 
, ,
,
, , .

. 5.2.
 109

 
.  
, 

. ,
.
, 
. ,
, , . , 

. , ,
. ,

,
. , ,

,
. 
, , 
. , 
, 
(, ,
). , 

, 
.

.
, 
. 
. , ?
,
, . , 
.
, 
, .
(Fill), 

, , 
[26]. 
, ,
. ,
.
110


. 
, 

. , 
, .
,
.
, 

. , , ( 
), ( ),
(, 
) 
. , . . 5.3. , 

. 

. , 
, (Rothschild) 
, 
, ,
[27]. , 
.
,
. 
[28].

. 5.3.

 111

,
.
.

, 
. 
,
, , , ?

, . 

. 
,
(, TGI). 

, 
. ,
.
, , 
,
. , 
,
,
. ,

,
.


. ,
, 
, .
,
,
, , 
.
, 
 ( , ), 
,
[29]. 
,
.
112

, , 


.
,
.

: ?

. 
,
; 
 , .
, 
, 
. 
,
.

.
, . ,
: (
) 
, 
(,
). , 
,
( ), 
, .

+.
b2b.
, , , 
, , 

. , ,
, 
,
.

. 
 

 113

, . 
, 
. , 

,
.

.
, , (
).
. ,
, , 
, . 

,
. , , (
)
,
. 
. 5.3.

. ,
,
. 
, (
) . , 

.

O

/ /

/ /

; ; &
; ;
; ;
; ; .

5.3.
114

, ,
, . 
,

. ,
,
. (
),
, 
. , 
, .
,
, 
. , 
, 
.

, ,
, .
,
, , 
. 
, 
( , 
), , ,
, .
,
,
, 

.

,
.
,
, : &
, , .
,
. , &

,
.
 115

5.1 ?
5.2 ?
5.3 ?
5.4 &
?
5.5 , &
?
5.6 &
?

1. .
Consumer Behavior: A European Perspective (Chichester: John Wiley and Sons,
1998). , ,
, .
2. J. R. Rossiter and L. Percy, Advertising Communication and Promotion Management
(New York: McGrawHill, 1997).
3. 

. (Charles Moore) Taylor Nelson SofresUK 
Linking Market Research Techniques to Database
Marketing to Assist Customer Retention The Experts Report on Database
Marketing and Integrated Marketing Communications (New York: Advertising
Research Foundation, 1998), pp. 1116. 
. (J. Hofmeyer) The
Conversion Model: A New Foundation for Strategic Planning in Marketing,
EMAC / ESOMAR
New Ways in Marketing and Marketing Research.
4. , , 
, , 
.
 .
5. (John Howard), 
, .
, ( 

). Consumer
Behavior: Application of Theory (New York: McGrawHill, 1977).
6. Advertising Communication
and Promotion Management, pp. 6162
.
116

7. (Target Group Index, TGI) 

. . (P. R. Smith) Marketing Communication: An Integrated
Approach, (London: Kogan page, 1998), pp. 124125. , TGI 
, 

.
8. Antonides and van Raaij, Consumer Behavior: A European Perspective, p. 548.
9. , p. 29. . . (D. K. Oliver) Marketing Today (. 3,
Hemel Hempstead: Prentice Hall, 1990) , 

.
10. Robert East, Consumer Behavior: Advances and Applications in Marketing (Hemel
Hempstead: Prentice Hall, 1997), p. 237.
11. Acorn (Chris Fill) Marketing
Communications: Framework, Theories, and Application (London: Prentice Hall, 1995),
p. 70, (Smith), Marketing Communication, p. 126.
12. William M. Weilbacken, Advertising (New York: Macmillan, 1979), p. 477.
13. Rossiter and Percy, Advertising Communication and Promotion Management, p. 96.
,
. 

, . . (J. P. Dickson) . . 
(D. L. MacLachlan) Social Distance and Shopping Behavior, Journal of the
Academy of Marketing Science 18 (1990), pp. 153161.
14. Antonides and van Raaij, Consumer Behavior: A European Perspective, p. 30.
15. , 

. . Fill, Marketing Communications, p. 69.
16. F. J. Landy, Psychology and Work Behavior (Pacific Grove, Calif.: BrooksCole, 1989).
17. Antonides and van Raaij, Consumer Behavior: A European Perspective, p. 377.
18.
(Marieke de Mooij) Global
Marketing and Advertising: Understanding Cultural Paradoxes (Thousand Oaks, Calif.:
Sage, 1988).
19. Rossiter and Percy, Advertising Communication and Promotion Management, p. 98.
20. ,
, 
 (McGuire). .
Personality and Susceptibility to Social Influences Handbook of Personality
Theory and Research . . . (G. F. Borgoatta) . .
(W. W. Lambert) (Chicago: Rand McNally, 1968), pp. 11301187.
, , 
: ,
, , 
.
 117

21. Rossiter and Percy, Advertising Communication and Promotion Management, p. 97.
22. L. W. Morris, Extroversion and Introversion: An International Perspective (New York:
Halsted Press, 1979).
23. Rossiter and Percy, Advertising Communication and Promotion Management, pp. 9798.
24. . . . (H. J. Eyesenck)
A Model for Personality (Berlin: SpringerVerlag, 1981).
25. A. Handel, Personality Factors Among Adolescent Boys, Psychological Reports 39
(1976), pp. 435445.
26. Fill, Marketing Communications, p. 68.
27. M. Rothschild, Marketing Communications (Lexington, Mass.: D. C. Heath, 1987).
28. 1970 . 

, , How Market Segmentation
Guides Advertising Strategy, Journal of Advertising Research 16/5 (1976).
.
29. ,
Advertising Communication and Promotion Management
(p. 63) ,
, , , 
, .

Marketing Theory 2002 . 
. 
(Ronald Hill) Consumer Culture and the Culture of Poverty:
Implications for Marketing Theory and Practice (pp. 273294)
; (Rob Lawson)
(Jonah Todd) Consumer Lifestyles: A Social Stratification Perspective
(pp. 295308) , 
(Weber) 
, .
Mohan DuttaBergman and Williams Wells, The Values and Lifestyles of Idiocentries
and Allocentries in an Individual Culture: A Descriptive Approach, Journal of
Consumer Psychology 12/3 (2002), pp. 231242. 

.
Convergence and Divergence in Consumer Behavior: Implications for Global
Advertising, International Journal of Advertising 22/2 (2003, pp. 183202)

. , 
 .


(
235236 ) 7576,
40, 4549 89114
163165 236237
44

2526 99100
100
186, 188 260

33
368369 , 218219
255
355356
, 
317324 300
59, 6162,
69
250, 254
254 98
,  vs. 218
301 343, 346
232, 235, 271273 254255, 287
189191  363369
210  366
149150
176, 180181, 182, 214 155165
( 382
) 8384, , 301
208225 242

( 
) 7778, 140167 312317
412

380381 190, 206, 257, 265
2526

93
, 342
299

347349
277  142145
, , 
356357 286, 366
150155 209210
,  344
268, 271273, 300 VisCAP 301302

( 190

) 7677, 118137 159163
202
211 118137

() 373400 126135
367368 ,
, 261262, 299
286
199201, 203,
291293 2223, 80,
172, 177178, 235, 248, 329, 379
254255 194, 224, 270, 285,
286, 299, 316, 320, 326, 376, 394
255
186, 188 242
275 10, 238, 243, 254, 256,
,  265
356357 211
59, 64, 68 236237
310334 383
268 222225
266303
321324
2831
42 231262
 148149 59, 63, 68
253
350353 384388
 413

2223, 7980, 100108

172, 175176, 235, 248, 330, 378 41
392394 40, 42, 265, 267,
2223, 80, 172, 274275
176177, 187, 235, 248, 329, 379
276
210, 211212 281

( 
4045 ) 7883, 170204
2526 255
() 375378
186 , 1718
359361 , 310312
 236237
158159 ,
93
157157 , 
43, 47, 4849 356357

5660
27, 28, 134, 194, 195, 239, 270, 163165, 292293
285286, 376, 393 109111
43 43
4849 , 301
349350 242
2223, 79, 172, 353
173173, 235, 248, 378 346
 ,
325331 268271
255
,  312317
301 235236
, 267273 46
, 181
357
391394
253254 
234, 247, 327 213214, 216217

247248 214217
359361 278
236237 43
345 263
250251, 254 210, 211
414


388391, 395 120126
 191
353
47
211
339370
,
299 282, 300, 303
366 172178
201 361363
315

256258 210, 211212
23 93
23 18, 339
355356
 346
201202, 219
203, 293296 234235, 255257
 341 259260
250
331333 2526

251
176, 179180, 182, 214 386388
242247,
250254 210, 211
, 274284, 59, 6263, 69,
328 328