[ set DATA_HOME $env(UNIWEB_DOC_ROOT) source $DATA_HOME/init.appl ] 광고비의 판매반응 곡선에 대한 이론적, 실증적 연구

출처: 한국방송광고공사 - 광고연구

■ 참고문헌

 

김익태(1993), "광고-판매의 기본분석" 광고연구 가을호 pp.487-499.

Bass,Frank M. and Clarke,Darral G. (1972), "Testing Distributed Lag Models of Advertising Effect"Jounal of Marketing Research 9(August),PP298-309.

Bemmaor, Albert(1984), "Testing Alternative Econometric Models on the Exisrnce of Advertising Threshold  Effect," Jounal of  Marketing Research 21 (August) , pp. 298-308.

Blarttbeng, Robert C. and Jeuland, Abrl p. (1981), "A Micromodeling Approach to Investigate the Advertising-Sales Relationship," 27, 9( September) ,pp.988- 1005.

Clarke, Darrel G.(1976) , "E.onometri. Measurement of the Du.ation of Advertising Effe.t on Sales."Jounal  of Marketing Research 13(Nuvember), pp.345-357.

Halthausen, Duncan M. Jr.(1982) , "Advertising Budget Allocation under Uncertainty." Management Science,28(May),pp.487-499.

Johansson,Johny K.(1973), "A Generalized Logistic Function with an Application to the Effect of Advertising," Jounal of the American Statisical Association 68( December) , pp.824- 827.

--------(1979)"Advertising and The S-Curve:A New Approach "Jounal of Marketing Research, 16(August), pp. 346-354.

Lambin, Jean-Jacques(1970), "Measuring tte'Profitability of Aduertifing : An Empirical Study," Jounal of Industrial Economics 17(April),pp.86-103

Lilien,Gary L.and Korler,Philip(1983), "Marketing Decision Making : A Model Building Approach", eds., New York, Harper and Row Publishers.

Littl.,John. D.C. (1970), "Models and Managers The Concept of Decision Calculus," Management Science,16(April), pp. 466-485.
-------------(1979), "Aggregate Advertising Models : The state of the Art,"Operations                Research,27,4(August), pp. 629-667.
--------------- and Lodish, L.M. (1969), "A Media Planning Calculus,"Operations Research,17,pp.1-35.

Parsons, Leonard J.(1981), "Modrls of Market Mechanisms," in Marketing Decision Models,Randall  L.Schultz and Andrix A.Zoltners,eds.,New York;North-Holland, pp. 77-98.

Reckie, W. Duncan(1970) , "Some probleims Associated with the Marketing of Ethicat Pharfnareutical Products,' Jounal of Idustrial Economics 19(November), pp.33~52.

Shakun, Melvin F.(1965), "Advertising Expenditures in Coupled Markets-A Gam. Theorr Approach," Management Science, 11(February), pp.42-47

Sinon, Julian L. and Arndt, Jehan(1980) , "The Sfape of the Advertising Funcion," Journal ofAdversing Research,20(August), pp.11-28.