1) 宇野政雄, 재입문 マ ケテインク, 동경, 일본실업출판사, 1970, p.205. 韓義泳, 촉진 전략론, 서울, 무역경영사, 1981, p.71 재인용.

2) R. D. Buzzell, Marketing ; Contemporary Analysis (2nd ed.), New York, McGraw-Hill Book Company, 1972, pp.580-581.

3) Otto Kleppner, Advertising Procedure(7th ed.), Englewood Cliffs, New Jersey, Prentice-Hall, Inc., 1979, p.100.

4) F. E. Webster, Jr., Marketing Communication, New York, John Wiley & Sons, Inc., 1971, p.478.

5) Philip Kotler, Marketing Decision Making ; A Model Building Approach, New York, Holt Rinehart & Winston, Inc., 1971, pp.446-466.

6) 한국광고종합주식회사, 연합광고 82. 1, 서울, 1982, p.2.

7) Otto Kleppner, op.cit., p.100.

8) Philip Kotler, Principles of Marketing, Englewood Cliffs, New Jersey, Prentice-Hall, Inc., 1980, p.452.

9) G. D. Hileman, "Changes in the Buying and Selection of Advertising Media," Journalism Quartely, Sep. 1968, p.279.

10) 兪鵬老, 신광고론, 서울, 일조각, 1980, p.396.

11) H. W. Boyd, Jr., Ralph Westfall, Marketing Research (3rd ed.), Homewood, Illinois, Richard D. Irwin, Inc., 1968, p.672.

12) C. J. Dirksen, Arthur Kroeger, Advertising Principles and Problems, Homewood, Illinois, Richard D. Irwin, 1968, p.469.

13) C. J. Dirksen, Arthur Kroeger, op. cit., p.469.

14) ibid., p.470.

15) ibid., p.471.

16) R. D. Buzzell, op. cit., p.582.

17) 崔炳龍, 최신광고론, 서울, 박영사, 1984, p.110.

18) E, J. McCarthy, Essentials of Marketing, Homewood, Illinois, Richard D. Irwin, Inc., 1982, p.329.

19) D. W. Miller, M. K. Starr, Executive Decisions and Operations Research, Englewood Cliffs, New Jersey, Prentice-Hall, Inc., 1969, pp.374-375.

20) D. B. Montgomery, G. L. Urban, Management Science in Marketing, Englewood Cliffs, New Jersey, Prentice-Hall, Inc., 1969, p.96.

21) R. H. Colley, Squeezing the Waste Out of Advertising, Harvard Business Review, Sep. - Oct. 1962, p.76.

22) 古川榮一, 고관보편, 현대경영학구좌, 제6권, 동경, 유비각, 1963, pp.136-141.

23) J. S. Wright, W. L. Winter, Jr., S. K. Zeigler, Advertising (5th ed.), New York, McGraw-Hill Book Company, 1982, p.320.

24) Philip Kotler, "On Methods:Toward and Explicit Model for Media Selection," Journal of Advertising Research, March 1964, pp.34-41.

25) F. E. Webster, Jr., op. cit., pp.479-482.

26) 金稔堤, 광고관리론, 서울, 법문사, 1982, p.175.

27) Philip Kotler, Marketing Management:Analysis, Planning, and Control(4th ed.), New Jersey, Pretice-Hall Inc., 1980(a), p.509.

28) J. M. Agostini, "How to Estimate Unduplicated Audiences," Journal of Advertising Research, March 1961, pp.11-14.

29) D. W. Cravens, R. B. Woodruff, Marketing Decision Making, Homewood, Illinois, Richard D. Irwin, Inc., 1976, p.638.

30) Philip Kotler, op. cit., (1980 a), p.515.

31) A. W. Frey, J. C. Halterman, Advertising, New York, The Ronard Press Company, 1970, p.359.

32) W. T. Moran, Practical Media Decisions and Computer, Journal of Marketing, July 1963, pp.26-30.

33) Philip Kotler, op. cit., (1980 a), p.515.

34) Ibid

35) F. E. Webster, op. cit., p.504.

36) Dennis Gensch, "Computer Simulation Model for Selecting Advertising Schedule," Journal of Marketing Research, May 1969, pp.203-214.

37) Philip Kotler, op. cit., (1980 a), p.515.

38) John D. C. Little, L. M. Lodisch, A Media Planning Calculus Application of Management Scienc in Marketing, Englewood Cliffs, New Jersey, Prentice-Hall, Inc., 1970, pp.164-167.

39) D. A. Aaker, Advertising Management, Englewood Cliffs, New Jersey, Prentice-Hall, Inc., 1975, p.479.

40) Ibid., pp.481-482.

41) Richard Bellman, Dynamic Programming, Princeton University Press, Princeton, New Jersey, 1957, pp.48-54.

42) D. W. Miller, M. K. Starr, op. cit., pp.387-406.

43) Pierre Hofmans, "Measuring the Cumulative Net Coverage of Any Combination of Media," Journal of Marketing Research, Aug. 1966, pp.269-278.