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6. ó³ÛÃÐÆ, Ä¿¹Â´ÏÄÉÀ̼ÇùÊËÈÒÕ, (ß¾Ïé) , á¦çÈÞä, 1976.
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8. ãéìÙàð, ùÛÏÐÎÆͱۡӹÞÈ, ìéðÍÊÈ, 1980.
9. ùÛÏÐËÒÛ¡êÂ, ùÛÏÐÀÇ Ä®¶óTVÍïåö, 1979.
10. ñÎÊÊØßÌè, 1982 . 9¿ù 23ÀÏÀÚ.
11. ùÛÏи¶¾ÆÄÉÆÃúðüå, Ìèç½°ú ¸¶¾ÆÄÉÆÃ, 80³â 12¿ùÈ£.
12. ð¯ìéÐêüñ, ÎÆͱҴÊü '81, 1981.
13. ùÛÏÐÛ¯áêÞÀåöÓ¥, êÅÊÊÛ¯áê, 1982, 8¿ùÈ£.
14. ùÛÏÐÛ¯áêÍëÞä, ÎÆͱï×ÜÃ, 1982³â 8¿ùÈ£.
15. ùÛÏÐÛ¯áêÍëÞä, KBSÒ´ò¼ 1981, 1981.
16. ùÛÏÐåëÖåæÚϼêÂ, '81ùÛÏÐãæÚ¤Û¯áêÒ´Êü, 1981.
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18. ùÛÏÐßæߧàõÜâÝ», ÐêåöÌèç½, 1981³â 10¿ùÈ£.
19. ±è¼ºÇý, ¿ì¸® ³ª¶ó ¾î¸°ÀÌÀÇ TV±¤°í ¸Þ½ÃÁö ¼ö¿ëÇൿ¿¡ °üÇÑ ¿¬±¸, ¼®»çÇÐÀ§³í¹®, ÀÌÈ¿©ÀÚ´ëÇб³ ´ëÇпø, 1981.
20. ï÷â³çµ, üùÍýîÜÀÎ TVÎÆͱ¿¡ μÇÑ ¿¬±¸, ¼®»çÇÐÀ§³í¹®, ¿¬¼¼´ëÇб³ °æ¿µ´ëÇпø, 1976.
21. ÐÝìÙÔ§, TVÎÆͱãù÷¾¿¡ μÇÑ æÚϼ, ¼®»çÇÐÀ§³í¹®, ¿¬¼¼´ëÇб³ °æ¿µ´ëÇпø, 1980.
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1. Philip Kotler, Marketing Management, Prentice-Hall Inc. Englewood Cliffs, New Jersey, 1980.
2. Arthur J. Brewster, Introduction to Advertising, 6th ed. McGraw-Hill Book Company, Inc. 1954.
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6. George A. Flanagan, Modern Instritutional Advertising, McGraw-Hill Book Co., Inc. 1967.
7. M. W. Delozier, The Marketing Communication Process, McGraw-Hill, Kogakusha, 1976.
8. Richard H. Howland, Principles of Salesmanship, Richard D. Irwin, Inc. Homewood, Illinois, 1972.
9. A. H. Maslow, A Thoery of Human Motivation, Psychological Review, Vol. 50, 1943.
10. G. Katona, The Mass Consumption Society, McGraw-Hill, N. Y., 1964.
11. ìíÜâï³÷×ÎÆͱæÄÊü 1981.
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