1 신인섭, "100년의 수준과2년의 수준", 「광고정보」제25호 (1983년4월) (한국방송광고공사), p.18.

2 김원수(1979), 「광고학개론 」, 全訂版 (서울:경문사), p.432.

3 J.M. Davidson(1970), "How to get most out of Premiurn Advertising? Handbook of Advertising

Management, ed. Roger Barton (New York:McGrow-Hill)

4 김원수(1979), p.432.

5 小林三郎(1975),「廣告と環境, 廣告機能の繼實證的 分析」 (東京:實敎出版), pp.192-193.

6 R.Tillman C. A. Kirkpatrick(1972), Promotion, Persuasive comunications in Marketing, (Homewood:Irwin). P.536

7 小林(1975), pp.196-197.

8 Leon Festinger(1957), A Theory of Cognitive Dissonance (Stanford, Calif. Stanford Univ. Press)

9 Dr. T. Joyce(1967), "What do we know about how Adbertising Works?" Advertising management (New York, Harper Row Ltd., Publishers) p.15.

10 K. Cooley(1961) "Defining Advertising Goals for Measured Advertising Results, Adveertising, Management pp. 79-84.

11 J.W. Tankard(1979), Communication Theories, (Hasting House, Publisher), pp.156-157

12 C.E. Ogood P.P. Tannenbaum(1907), "The Principle of Congruity in the Prediction of Attitude Change", Psychology Review 62, pp.42-45.

13 Festinger(1957), p.21

14 앞 글

15 H. E. Krugman(1965), "The image of TV Advertising", Public Opinion Quartiry.

16 Dr. T. Joyce(1967), "what do we know about how advertissing works" Advertising Mangement. P.22.

17 Chatfield, C. Ehrenberg AS. C. and Goodhart GJ.(1966), "Progress on a simplified Model of Stationary purchasing Behavior, Journal of Royal Statistial Society Series A.

18 Joyce, (1967) , p.20

19 「광고정보」(1982), vol.14(한국방송광고공사), p. 12.

20 앞글

21 Munn, Mark(1968), "The effect on Parental Buying Habits of Children's Television Programs", Journal of Broadcasting 12.

22 Pat Burr & Richard M. Burr(1977). "Product Recognition and Premium Appeal", Journal of Comm. Vol.l p.115.

23 K.V. Prasal, T.R. Rao and A.A. Sheikh(1978), "Mother vs. Communicials" Journal of Comm. Vol.1. p.91.

24 Burr & Burr(1977), pp.115-117

25 이대룡, 「뿌리깊은 나무」(1978년4월)(뿌리깊은나무사)P.159.

26 광고정보, (1983), p.18.

27 앞글p.18.