Е. Базанов, А. Дубянский, Н. Перевезенцева Художник А. Борина Верстка И. Рыбина Корректоры Л. Ванькаева, Л. Комарова, М. Одинакова, И. Смирнова, Н. Тюрина ббк 65. 29-212
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У Убедительность 394, 396 Убеждение 185 Узнавание 370, 395 рекламы 369 Узнавание торговой марки 163 Упаковка 35, 36, 41, 58, 105, 130, 135 Управление перекрестное 137 с пересекающимися функциями 113, 120, 128, 133 сверху вниз 104, 110, 120, 124, 132, 135, 136 Уровень конкуренции 695 услуги 62, 69, 70, 71, 72, 74,75, 82, 83, 84, 90, 92, 93, 95, 96, 97, 98, 99, 260 креативные 118, 121 Участники маркетингового процесса 32, 55 Ф Фактор ситуационный 697 Федеральной комиссии связи (FCC) 273 Фокус-группа 192, 326, 344, 391,'396, 464, 466, 741, 742, 761, 764, 769, 770 Формирование бюджета 688 Франчайзинг 435 Ц Цель коммуникационная 146 маркетинговых коммуникаций 701 ценообразования 26, 30 Цена 68, 93, 97, 98 товара 232, 259 Цена-микс 61, 68, 93, 97, 98 Ценности 185, 186, 189, 197 базовые 186, 220 вторичные 189, 220 культурные 185, 186, 189, 190, 197, 206, •Щ 210, 211, 213, 218, 220, 221, 222 Ценовой сговор 288 ч Частота эффективная 655 Э Экспериментальный подход 706 Эстетичность 685 Эффект отсрочки 720 синергетическии 409 от страха 342 Эффективность коммуникации 44, 45, 46, 47, 54, 56, 725 Я Язык 190, 197 Указатель фирм и торговых марок А. С. Nielsen 738 А. Т. Кеагпеу 341 Abbott Sales Ross Products 341 ABC 615 Асе Hardware 329 Acura Integra 798 Acura Legend 650 Ad Track 416 AdSpace Locator 683 Advanced Micro Devices, Inc 26 Advertising Age 820 Advertising Research Federation 755 Advil 368 Advisory Group 335 Adweek 820 Affiliated Paper Company of Tuscaloos'a 425 AgrEvro 514 Alamo Rent-A-Car 511 All-Internet Shopping Directory 511 Allstate Insurance 334 Alltech Product 438 Altschiller Reitzfeld 391 America Online 308 American Airlines 238, 299, 418, 434, 574 American Express 238, 372, 473, 486, 568, 576 American Greeting Cards 652 American Home Product 309 Amnurati & Puns Advertising 345 Amway 548, 556 Andersen 50, 51, 60 Andersen Consulting 515 Andersen Windows 50, 51 Anderson Accounting 80 Anderson Consulting 80, 239 Anheuser-Busch 568 Apple 28, 33, 379, 383 Apple Corps 566 Aqudah Israel 297 Arbitron 628, 738, 751 Arbitron Radio 629 Arbitron Ratings Co 737 Armani 80, 95 Artesia Waters 528 Arthur Andersen & Co 105 ASI Market Research 192 Association of Business Publishers 755 AT&T 109, 155, 317, 330, 338, 340, 473, 647, 724, 725 Australian Airline Qantas 234 Australian Airlines 238 Avon 548, 556 Backer 345 Backer Spielvogel Bates 568 Baileys Irish Cream Liqueur 345 Bandaiof Japan 316 Barrmgton High School 151 Bartle Bogle Hegarty 625 Bates Advertising 345 Bausch & Lomb 431 BBDO 122, 133, 357, 358, 363, 441, 442, 458, 568 Beber, Silverstem Advertising 345 BehaviorScan 731 Ben & Jerrys 472 Ben and Jerrys 155 Benetton 364, 397, 398, 469 Best Foods 488 Better House 50 Binney & Smith 400 Biofoam 141, 142, 143, 144, 145, 148, 155 Black & Decker 70, 71, 236, 253 BMW 95, 303 Body Shop 216, 432 Bostons Childrens Hospital 80 Brandweek. 820 British Airwavs 238 Bubble Gum 558, 559 Bubble Yum 559, 568 Budweiser 279, 292, 388 Burrel Advertising 345 Burson-Marsteller 568 Business Ethics 216 Business Week 158 Cabot Creamery 423 Cadbury Schweppes 192 Calvin Klein 183, 297, 307 Campbell Soup Co. 194,730 Campbell-Mithun Esty 51 Camry 685, 703 Canadian Airlines International 238 Capital Cities 107, 108 Capital Cities/ABC 107 Capitol Concierge 152 CarClub 801 Case Office Equipment 359 Cathay Pacific 33 CBS 615 CBS/Fox Video 379 Celestial Seasoning 151 Celestials Seasonings 582 Chanel 352 Cheer 336 Chef Boyardee Chicken 727 Chemical Bank 109 Chevron Corporation 189 Chiat/Day Advertising 192 Chiquita Corporation 345 Chrysler 46, 47, 122 Chrysler Corp. 620 Chrysler Motors 122, 689 Chunky Soup 786 Citicorp POS Informational Services 756 Citron Haligman Bedecarre 611 Clairol 659 Clearasil 466 Clorox Company 811 Club Med Vacation 345 CMG 642 CNN 37, 316, 542, 597 Coca-Cola 29, 42, 47, 54, 78, 83, 85, 99, 251, 467, 473, 563, 569, 623, 696 College Track 234 Come-Ноте 50 Compaq 317, 625 Compaq Computer 533 Computerland 602 ConAgra 139, 140, 145, 158, 170, 419 CondeNast Traveler 388 Contadina Pasta Shops 419 Continental 238 Coopers & Lybrand 551 Coors Brewing Company 127 Cosby 618 Cosmopolitan 307 Cover Concepts 467 Cracker Jacks 431 Crate and Barrel 508 Cray 79, 821 Crayola 574 Crispin & Porter Advertising 345 Cross 580 Crunch 653 CSC 158 Daily Variety 52 Dayton 296 Dayton Hudson Corp 296 DDBNeedham246, 247, 345, 800 Del-Monte Corp 402 Delta Airlines 514 Dentsu 392, 393 DeWalt 70, 71 DeWitt Media 606 Digital Equipment Corp 42 Direct Marketing Association, DMA 90, 490 Disney 104, 105, 107, 108, 317, 581, 615, 680 Dole Pineapple 530 Donnelly Marketing Information Systems 496 Dow Chemical 534 Dr. Pepper 420 Du Pont, 374 Duncan Hines 148, 529 Duracell 39, 419 E-Lab 255 Eastman Kodak 189, 217, 304 Egglands Best 278, 279 Eli Lilly and Company 325 Elle 307 EMI 567 Energizer 39, 40, 330, 343 Envirotank 534, 535, 536 Estee Lauder 307 Exxon Corporation 449 Fina Oil and Chemical 552 First Data 534 FloridaGold Orange Juice 345 Folgers 370 Foot Locker 467 Foote, Cone и Belding 161 Forbett Supernet 628 Ford 327, 566, 658 Ford Motor Company 81,488 Fortune 80 Fox 812 Frankel & Co 568 Freedom House 306 Friedas Inc 497 Fruitopia 409 fuji 304, 564 Funai Electric Company of Taiwan 316 GAInsurance 259 Gallo Winery 695 Gap 306 Gardens 50 Gateway 316 Gatorade 466 Geico Insurance 229, 230 General Electronics 180 General Motors 8, 59, 391, 781, 808, 815 George Bragg & Associates 709 GGK 696 Gillette 71, 77, 171, 357, 358, 360, 363, 371, 441, 442, 456, 462, 463, 464, 468, 473 Glass Plus 374 Glidden Paints 299 Gold Star 221 Good Housekeeping 307 Grassfields 490, 493, 494, 495 Green Shield 238 Gyro Worldwide 205 Hal Riney 775, 816 Hal Riney & Partners 790 Hallmark 31, 152, 255, 464, 561 Hallmark of Fame 620 HannaAndersson 62, 63, 64, 65, 81, 91, 99, 100, 256 Hannah Andersson 575 Harley-Davidson 65, 80, 154 Harpers Bazaar 307 Harrel Remodeling 264 Harry and Davids 488 Hart, Schaffner and Marx 696 Hasbrotoys 402 Healthy Choice 39, 140, 141, 145, 147, 157, 158, 159, 409, 419, 428, 653 Hershey Foods Corp 527 Hersheys 359, 419 Hewlett-Packard 42, 82, 552 Hill & Knowlton 140 Hiram Walker & Sons Inc 295 Hoechst Scherring 514 Holiday Inns 72 Home Improvement 623 Honda 650 Honda Civic 792 HPD Group 412 Hudson 296 Hyundai Motors 345 IBM 33, 42, 109, 128, 317, 332, 413, 530, 563 ICI Australia 149 ImationCorp 155 Infmiti 251 Intel 231, 317, 454 Intel Corp. 645 International House of Pancakes 331 Interpubhc Group 133 Intuit Inc 40 J Crew 500 J. Walter Thompson 645 Jack-in-the-Box 454 James River Paper Company 423 Jeep Cherokee 620 Jell-0 154 Jhane Barnes 208 Jimmy Dean sausage 646 John Deere 73 Johnson &Johnson 309, 454 Joseph Banks and Company 485 Journal of American Medical Association 269 К & L Direct 206 Kalvin Klein 293 Karsh & Hagan 373 Katz Radio Group 628 Keebler 419, 645 Ketchum Communication 189 Keystone Network 628 Kmart 154, 591 KnightndderNespaper 345 Kodak 42, 47, 156, 165, 304, 343, 564 KQEO-KMGA Albuquerque 629 Kraft 102, 104, 134, 746 Kraft Foods 102, 103, 419, 623, 690 Kraft General Foods 102, 488 Kroger-Southwest 325 Lactite 531 Lands End 484, 508 Lands End Inc 484 Lange & Sohne 696 Lange Watches 696 Lennox China & Crystal, 654 Leo Burnet Advertising 151 LeoBurnett 391 Levi Strauss 306 Levi Strauss & Co 183 Levis 350, 488 Levis Strauss & Co 39 Liggit 271 Lillian Vernon 500 Lipton 256 London Times 37 L'Oreal SA 307 Lotus Development Corp 111 Lotus SmartSuite 111 M&M's/Mars 192 Macintosh 804 Mail Preference Service, MPS 504 Malaysian Airline Systems 33 Mall of America 456, 458, 459 Manufacturers Hanover 109 Marshall Fields 296 Martin Public Relations 108 Mary Key Cosmetics 548 Mattel Inc. 656 Maxwell House Coffee 695 Mazda 379 McCalls 642 McCann-Erickson Worldwide, 593 McDonald David & Associates 341 McDonalds 191, 193, 250, 339, 349, 403, 419, 467 McDonnell Douglas 542 McGavem Internet 628 McGraw-Hill 574 MCI 155, 166, 330, 340 Media Management Plus, 679 Mediahnk Public Relations Research 43 Mennen Skin Bracer 379 Mens Wearhouse 32 Mercedes 558 Mercedes-Benz 189, 303, 514 Microsoft 26, 27, 28. 30, 33, 36, 37, 38, 40, 41, 42, 43, 44, 54, 59, 82, 86, 87, 88, 317, 333, 379, 380, 382, 383, 612 Miller Beer 345 Mitsubishi 815 Modern Maturity 300 Money Mailer 429 Montblanc 92 Montgomery Ward 508 Moonlight Tobacco Co 71 Motors Corp 620 MTV 623, 625 Nabisco Brands Inc 142 National Decisioii System 496 National Demographics and Lifestyles 515 National Union Fire Insurance Company 453 NBC 174, 316, 317 NBS 562 NEC 317 Nestle 419, 435, 625, 653 Nestle Food Company 527 Netscape 382, 383, 683 Ne\\ York Times 158, 271 309, 824 Newsweek 28, 43, 593 Nielsen 617 Nieman Marcus 118 Nike 282, 334, 369, 467, 573 Nike Inc 249 Nintendo 317 Nissan 337, 379, 388, 390, 625 NordicTrack 542 Norwest Bank 243 NyQuil 594 Odwalla 444 Odwallainc 113, 114 Ogiivy & Mather Direct 490, 491 Olan Mills Studios 513 Omnicom 442 Orvis 489 Oscar Мауег 419 Oticon Holding A/S, 105 P&G 593 Paine Webber Investment 731 PaineWebber 224 Paramount Pictures 333 Parents 218 Parker 71 Peabody Coal, 258 Pearle Vision 252 PECO Energy 454 Pentacom 46, 47, 122 People 174 Peppendge Farm 74 Pepsi-Cola 78, 251 Pepsico 29 Persoft 496 Philip Morns 270, 471 Philipp Moms Incorporated 102 Philips Electronics 316 Phone Programs 512 Pieri 118 Pioneer stereo 338 Pivot Rules 642 Pizza Hut 431, 433 Playboy 734 Polaroid Corp., 318 Porter/Novelli 133, 357, 441, 442, 444, 456, 458, 463, 468, 481 Premarin 366, 367 Prestige Electronics 690 Private Citizen, Inc. 504 Procase 521, 522 Procase Corporation 522 Procter & Gamble 28, 94, 115, 147, 359, 361, 379, 406 418, 419, 423, 432, 461, 473, 533, 553, 593, 625 Prodigy 511 Prudential Insurance 253 Prudential Insurance Co. of America 550, 551 Prudential Securities 224 Prudential Securities, Inc 551 Pulp fiction 800 Punna Dog Food 428 Quantas 238, 239 R.J.Reynolds Tobacco Co. 270 Radio City Music Hall 303 Ralph Loren 402 Ralston Purina Puppy Chow 172 Rapp Collms Worldwide 490, 491 RCA 43 Readers Digest 297, 300 Reebok 466, 467, 577 REI 54 Remington 375, 497 Review 337, 467 Riney 808, 809 RJRNabisco 71, 568 Rogaine 366, 380 Roger Starch Worldwide 254 Roper Group 460 Roper Starch 270, 574 Royal Alliance Associates, Inc. 224 S & H 238 Saatchi & Saatchi 137, 391, 568 Saatchi & Saatchi Pasific 686 San Francisco Ballet Company 662 SAS 76, 77. 238, 246 Sassy 296 Saturn 128, 591, 781, 789, 790, 796. 808, 812 Scan America 751 Schwerin Research Corporation 742 Seagram Co 295 Sears 91, 329, 438, 489, 586 Sears, Roebuck & Со 281,379 Seinfeld 561, 624 Seventeen 296 Sharper Image 313 Sharper Image Corp 313 Shell Oil 230 Siemens 153 Silvermine Consulting 309 Simmons Market Research Bureau 191, 659 Simmons Media Studies 666 Singapore International Airlines 33 Snapple 84, 320 Sony 156, 157, 359, 370, 379 SonyJambotron 567 Soutbvest Airlines 45, 60, 821 Spiegel 500 Spielvogel 345 Spiral 727 SportsLab 563 Sprint 330 Stans Sports Memorabilia, Inc 276 Star-Kist Foods 432 Starbucks 333, 588, 825 Starwave 382 State Farm 471 Storvboard 597 STP 597 Subaru 372 665 Sun Microsystems Java 382 Sunflower Group 151 Super Choices 746 TacoBell 416 Target 591 TCI 317 Team Direct 514, 515 Temerlin McClain 574 Техасе Inc, 67 Thai Airv, ays International 33 The Internet Mall 511 TheNewYorker 246 The Walt Disney Compciny 95 Thomas Harris 451 Thompson Consumer Electronics 316 Tide 786 Time 609 Times Mirror 610 Titelist 326 Topps Co 299 Toyota 214, 302. 303, 495, 496, 685, 686. 687, 703 Tropicana Products 423 True Value 689 Tutton Group 276 Tupperware 548, 556 Tupperw are Home Parties 326 Turner 615 Tylenol 368 U.S West Inc 103 Unilever 625 United ai! lines Miieage Plus Visa Card 239 Universal Pictures 467 USA Today 27, 38 USAir 238 ValuJet 231 Valvoline 569 Van den Bergh Foods 423 Vanilla Fields 245 Variety 52, 53 Vaseline 329 Venture 591 VeiiFoneInc 110 VH1 625 VicksVapoRub 594 Viking Office Products 508 Visa 563, 564, 576 Volkswagen 625, 815 Volvo 66, 473, 729 VolvoAB 258 Wal-Mart 306, 418, 469, 591 Wall Street Journal 27 Walt Disney Companys 680 Warner-Lambert 146 Waterman 71, 166 Web TV Networks Inc. 317 Web-TV Network 593 Web-саит 593, 683 Wella 514 Wells Rich Green advertising 675 Westmghouse 615 Weyerhaeuser 467 White Cloud 432 Whittle 466 Whittle Communications 466 Wieden & Kennedy 43 Wilkmson Sword 402 Windex 374, 584 Wish-Bone Cheddar and Bacon 819 World Gate Communications 308 Xerox 109, 110, 155, 257 Yankelovich 577 Yankelovich & Partners 189, 192 Yankelovich Partners, Inc. 769 Young & Rubicam 391, 486 |
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