(국서)

金元銖, "광고학 개론", 경문사, 1986.

金稔堤, "고급광고관리론", 법문사, 1982.

蔡瑞一, "마케팅조사론", 무역경영사, 1987.

金東基, "현대마아케팅원론", 박영사, 1984.

韓相璘, "소비자 몰입에 관한 실증적 연구", 고려대학교 대학원, 1984.(논문)

광고정보, 한국방송광고공사, 1,4,5월호

Gordon Wills저/최동만 역, "시장조사를 이용한 마아케팅" 오리콤 광고신서, 1984.

사보 앨·지·애드 1987. 1월호.

韓義永, "촉진전략론", 무역경영사, 1977.

Don E. Schultz저/신양균 역. "효과적인 광고전략", 오리콤 광고신서, 1985.

(영서)

James F. Engel and Roger D. Blackwell, "consumer Behavior," The Dryden Press, Fourth Edition, 1982,

C. Whan Park, Henry Assael and Seoil Chaiy, "Mediating Effects of Trial and Learning on Involvement-Associated Characteristics, The Joural of Consumer Marketing," Vol.4, No.3, Summer 1987.

Harvard Business Review, "Advertising Better Planning, Better Results."

Kotler, P., "Marketing Management (5^th Edition)," Prentice-Hall Inc., 1987.

Assael, H. and G. S. Day, "Attitudes and Awareness as Predictors of Market Share," Journal of Advertising Research, Vol.8, No.4, May 1969.

Krugman, H.E., "The Measurement of Advertising Involvement," Public Opinion Quarterly, Vol.30, 1966.

C. Weinberg, P. Doyle, P. Law and K. Simmonds, "Advertising Management," Harper & Row Ltd., Publishers, 1974.

Dorothy Cohen, "Consumer Behavior," Random House, New York, 1981.

David A. Aaker and John G. Myers, "Advertising Management," 2^nd Edition, Prentice-Hall, Englewood Cliffs, NJ, 1982.