Âü°í¹®Çå
½ÅÀμ·, " 100³âÀÇ ¼öÁذú2³âÀÇ ¼öÁØ",¡¸±¤°íÁ¤º¸¡¹Á¦25È£(1983³â4¿ù)(Çѱ¹¹æ¼Û±¤°í°ø»ç), p.18.
±è¿ëÁø(1975)¡¸ÎÆÍ±ÒÕ ¡¹, ¼¿ï:Àü¿µ»ç
±è¿ø¼ö(1979)¡¸ÎÆÍ±ùÊËÈÒÕ¡¹ îïïô÷ú, ¼¿ï:°æ¹®»ç¡¸µ¿¾Æ¿¬°¨ '82¡¹1982, ¼¿ï µ¿¾ÆÀϺ¸»ç
á³×ù÷¼ß²Ò« (1969) ¡¸úÞÓÛÎÆÍ±ìýÚ¦¡¹, ÔÔÌÈ «¿«¤«ä«â«ó«ÉÞä
_(øº)(1975),¡¸ÎÆÍ±ªÈü»ÌÑ¡¹, ÔÔÌÈ:ãùÎçõó÷ú
_(øº)(1977) ¡¸ÎÆÍ±«´«ß«æ«Ë«±ìé«·«èÒÕ¡¹ ÔÔÌÈ:áªÙâÌè×âúðüå.
_ (1977),¡¸ãæª·ÎÆÍ±¡¹, ÔÔÌÈ:ï³÷×
À±ÈñÁß(1978), ¡¸PRÒÕ¡¹, ¼¿ï:ÀÌÈ¿©ÀÚ´ëÇб³ ÃâÆÇºÎ
ÀÌ´ë·æ,¡¸»Ñ¸®±íÀº³ª¹«¡¹(1978³â4¿ù) »Ñ¸®±íÀº³ª¹«»ç¡¹ p.159.
Brewster, Arthur J, Herbert H. Palmer and Robert G. Ingraham(1954), Introduction to Advertising, New York:McGrow-Hill.
Burr, P. and R.M. Burr(1977)," Product recognition and premium" Journal of Communication, Vol.27, No.1, pp.115-117.
Davidson, J.M.(1970),"How to get most out of Premium Advertising," Handbook of Advertising Management, ed. R. Barton, New York: McGrow-Hill Book; Company.
Dunn, S. Watson(1969), Advertising, New York:Holt, Rinehart and Wiston Inc.
Festinger, Leon. A.(1957), A Theory of Cognitive Dissonance, California, Stanford University Press.
Heider. F.(1946), "Attitude and Cognitive Organization" Journal
of Psychology Vol.21.
Hepner, Hary Walker(1949), Effective Advertising, New York, McGrow-Hill Book Company.
Joyce, T.(1967), "What do we know about How Advertising Works?" Advertising Management New York:Harper Row Ltd.,
Publishers.
Munn, Mark(1968),
¡°The Effect on Parental Buying Habits of Children Exposed to Children's Television Programs" Journal of Broadcasting, Vol.12.Osgood, C.E., and P.H. Tannenbaum,(1955), "The Principle of Congruity in the Prediction of Attitude Change" Psychology Review Vol.62.
Prasad, K.V., T.R. Rao and A.A. Sheikh (1978) "Mother vs. Commercials" Journal of Communication. Vol.28, No.1
Tillman, R. and C.A. Kirkpatrick (1968), Promotion, Persuasive, Communication in Marketing, Homewood:Irwin
Ward, S., D.B. Wackman, and E. Wartella(1977), "How Children Learn to Buy":The Development of Consumer Information Processing Skills, Beverly Hills:Sage Publication.
´ÙÀ½ ÆäÀÌÁö·Î