(1) 동양문헌

가. 서적

1. 金稔堤, 고급광고관리론, 서울, 법문사, 1982.

2. 金元銖, 마아케팅관리론, 서울, 경문사, 1982.

3. , 광고학개론, 서울, 경문사, 1982.

4. 金忠煥, 한국의 공정거래제도, 서울, 삼일당, 1982.

5. 吳相洛, 마아케팅원론, 서울, 박영사, 1980.

6. , 마아케팅관리론, 서울, 박영사, 1983.

7. 韓義泳, 촉진관리론, 서울, 무역경영사, 1982.

8. 李寬鎔, 李泰炯, 郭 福, 심리학개론, 서울, 법문사, 1974.

9. 경제기획원, 독점규제 및 공정거래심결집(I), 서울, 1982.

10. , 독점규제 및 공정거래심결집(II), 서울, 1983.

나. 논문

1. 李弼條, 구매시점광고에 관한 연구, 서울대학교 대학원, 1983.

다. 기타

1. 한국방송광고공사, 광고정보, 1980년 1월호-1983년 2월호.

2. 경제기획원, 독점규제 및 공정거래에 관한 법률, 1980. 12. 31. 공표, 법률 제3320호.

(2) 구미문헌

가. 서적

1. Aaker, D.A. and Myers, J.G. Advertising Management, Prentice-hall Inc., N.Y. 2nd ed, 1982.

2. Doric Stanislav, Attention and Performance VI, Proceedings of the Sixth International Symposium on Attention and Performance, Stockholm, Sweden, July 28-August 1, 1975, 1977, Hillsdale, New Jersy, John Wiley and Sons.

3. Engel J.F. Roger D. Blackwell and David T. Kollat, Consumer Behavior, The Drydey Press, Hillsdale, Illinoise, 3rd ed, 1978.

4. Engel J.F. and Roger D. Blackwell, Consumer Behavior, The Dryden Press, Hillsdale, Illinois, 4th ed, 1982.

5. Laberge and Samuels, Basic Processes in Reading, Hillsdale, New Jersy John Wiley & Sons, 1977.

6. Kotler, P., Marketing Management Analysis, Planning and Control, N.J.. Prentice-hall, 1980.

7. Lindsay P.H. and D.A. Norman, Human Information Processing:An Introduction to Psychology. N.Y., 2nd ed, Academy press, 1977.

8. Wayne, M. Delozier, The marketing Communication Process, MacGraw-Hill Kogakusa Ltd, 1976,

나. 논문

1. Armstrong, G.M., M.N. Gurol, and F.A. Russ, "Detecting and Correcting Deceptive Advertising", Journal of Consumer Research, Vol.6, (March 1979), pp.237-246.

2. Chaiken, S. and A.H. Eagly, "Communication Modality as a Determinant of Message Persuasiveness and Message Comprehensibility", Journal of Personality and Social Psychology, Vol.34, 1976, pp.605-614.

3. Cohen, D., "The Concept of Unfairness as It relates to Advertising Legislation", Journal of Marketing, Vol.38, 1974, pp.8-13.

4. Cohen, D., "Surrogate Indicators and Deception in Advertising", Journal of Marketing, Vol.36, 1972, pp.10-15.

5. Cohen, D., "Remedies for Consumer Protection:Prevention, Restitution, or Punishment", Journal of Marketing, Vol.39, 1975, pp.24-31.

6. Dyer, R.F. and P.G. Kuehl, "The Corrective Advertising Remedy of the FTC:An Experimental Evaluation", Journal of Marketing, Vol.38, 1974, pp.48-54.

7. Dyer, R.F. and P.G. Kuehl, "A Longitudinal Study of Corrective Advertising" Journal of Marketing Research, Vol.15, pp.39-48.

8. Gardner, D.M., "Deception in Advertising:A Conceptual Approach", Journal of Marketing, Vol.39, 1975, pp.40-46.

9. Gardner, D.M., "Deception in Advertising:A Receiver Oriented Approach to Understanding", Journal of Advertising; Vol.8, 1976, pp.7-15.

10. Hunt, H.K., "Effects of Corrective Advertising", Journal of Advertising Research, Vol.13, pp.15-24.

11. Jacob J., M.C. Nelson and W.D. Hoyer, "Corrective Advertising and Affirmative Disclosure Statements:Their Potential for confusing and Misleading Consumer", Journal of Marketing, Vol.46, 1982, pp.61-72.

12. Jacob J. and Hoyer, W.D., "Viewer Miscomprehension of Televised communication:Selected findings", Journal of Marketing, Vol.46, 1982, pp.12-28.

13. Lavidge, R.J. and G.A. Steiner, "A Model for Predictive Measurements of Advertising Effectiveness, Journal of Marketing, Vol.1, 1961, pp.59-62.

14. Just, M. and P. Carpenter, "Comprehension of Negation with Quantification", Journal of Verbal Learning and Verbal Behavior, Vol.10, 1971, pp.244-253.

15. Olson, J.C. and P.A. Dover, "Cognitive Effects of Deceptive Advertising", Journal of Marketing Research, Vol.15, 1978, pp.29-38.

16. Paldar, K.S., "The Hypothesis of Hierachy of Effects:A Partial Evaluation", Journal of Marketing Research, Vol.3, 1966, pp.13-24.

17. Preston, I.L. and Scharbach, S.E., "Advertising:more than meets the eye?" Journal of Advertising Research, Vol.11, 1971, pp.19-24.

18. Maris, M.B., and Adkinson, J.E., "An Experimental Evaluation of a Proposed Corrective Advertising Remedy", Journal of Marketing Research, vol.13, pp.178-183.

19. Mizerski, R.W., Allison, N.K. and Calvert, S., "A Controlled field Study of Corrective Advertising Using Multiple Exposures and a Commercial Medium", Journal of Marketing Research, Vol.17, pp.341-348.

20. Russo, R.W. B.L. Metcalf and D. Stephens, "Identifying Misleading Advertising", Journal of Consumer Research, Vol.8, 1981, pp.119-131.

21. Scammon and R.J. Semenik, "Corrective Advertising:Evaluation of the Legal Theory and Application of the Remedy", Journal of Advertising, Vol.11, 1982, pp.10-20.

22. Semenik, R.J., "Corrective Advertising:An Experimental Evaluation of Alternative Television Messages", Journal of Advertising, vol.9, 1980, pp.21-30.

23. Wilkie, W.L. and D.M. Gardner, "The Role of Marketing Research in Public Policy Decision Making", Journal of Marketing, Vol.38, 1974, pp.38-47.