제1장

1) 金元銖, "광고학개론", 경문사, 1986.p.14.

2) 韓義泳, "촉진전략론", 무역경영사, p.161-164.

3) David A. Aaker and John G. Myers, "Advertising Management 2^nd edition" p.32. p.92.

4) Philip Kotler, "marketing Management" 5^th Edition p.612.

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

6) Foote, Cone, Belding Inc. "A Guide to use FCB GRID"

7) Harvard Business Review, "Advertising Better Planning, Better Results"

8) 蔡瑞一, "마케팅구조론", 법문사.

제2장

1) Henry Assael, "Consumer Behavior and Marketing Action" Chap 4.

2) Don E. Schultz저/신양균 저, "효과적인 광고전략" 오리콤 광고신서, pp.36-44.

3) Philip Kotler "Marketing Management, Fifth Edition" p.612.

4) Otto Ottesen, "The Response Function" G.M.T., 1977.

5) James F. Engel Roger D. Blackwell "consumer Behavior" 4^th edition pp.21-42.

6) Dorothy Cohen, "Consumer Behavior" pp. 299-310.

7) 광고신보, 1988년 5월호, pp. 8-73.

제3장

1) 광고전보, 1988년 1월호, 4월호.

제5장

1) Gordon Wills저/최동만 역, "시장조사를 이용한 마아케팅" 오리콤 광고신문, pp.29-50.