1) William Wells, John Burnett and Sandra Moriarty, Advertision: Principles and Practive (Englewood Cliffs, NJ:Prentice-Hall, 1989), pp.6-7.

2) Ibid., P.163.

3) 송용섭, 리대용 공저, 현대광고론(서울: 무역경영사, 1985), P.353.

4) W.Wells et al., op.cit., P.5.

5) D.E.Schultz and S.I.Tannenbaum, Essentials of Advertising Strategy, 2nd ed. (Lincolnwood I1: NTC Business Books, 1989), P.4.

6) 송용섭, 리대용 공저, 전게서, pp. 136-137.

7) Thomas Russel and W.Ronald Lane, Otto Kleppner's Advertising Procedure, 11th ed. (Englewood Cliffs, NJ: Prentice-Hall, 1990), p.614.

8) W.Wells, et al,. Op.cit., P.163.

9) Ibid.

10) M.Curti, "The Changing concept of Human Nature in the Literature of American Advertising," Businiess History Review, Vol.41 (1967), P.338.

11) W.Leis, S.Kline and S.Jhally, op.cit., P.123.

12) L.R.Craig, op.cit., p.1.

13) C.L.Bovee and W.F.Arens, Contemporary Advertising (Hilsdale, I1:Richard D.Irwin, 1982), pp.24-28.

14) W.Wells, et al., op.cit..

15) 조병량, 광고의 커뮤니케이션구조와 의미작용에 관한 연구, 한양대학교 박사논문, 1989, pp. 22-27.

16) D.B.Lucas and C.E.Benson, Psychology for Advertising(New York:Garland Publishing, 1985), pp.353-356. 참조.

17) leiss et al., op.cit., P.151.

18) L.R.Craig, op.cit., P.1.

19) William Wells, John Burnett and Sandra Moriarty, op.cit., pp.21-35.

20) 조병량, 앞의 논문, p.26.에서 재인용.

21) JWT, <J.Walter T-Plan과 T-Paln 분석> (동경: JWT-Japan, 1984), P.3.

22) Ibid.

23) DDB Needham의 "R.O.I."에 관해서는 William D.Wells, Planning for R.O.I.:Effective Advertising Strategy(Englewood Cliffs, NJ:Prentice-Hall, 1989).

James C.Crimanins and Ruth Ziff, Planning for R.O.I.:Workbook(Englewood Cliffs, NJ:Prentice-Hall, 1989). 등의 단행본이 출판되었고,

FCB의 GRID 모델에 관해서는 FCB, A Guide to the FCB Grid, unpublished mannual.

Richard Vaughn, "How Advertising Works: A Planning Model," Journal of Advertising Research, Vol.20, No.5 (1980),pp27-33.

Richard Vaughn, "How Advertising Works: A Planning Model Revisited," Journal of Advertising Research (Feb/Mar 1986), pp. 57-66.

Brian T. Ratchford, " New Insights about The FCB GRID," Journal of Advertising Research (Aug/Sep 1987), pp.24-38.

Williams Sachs, Advertising Management: Its Role in Marketing"(Tulsa, Oklahoma: Pannwell Books, 1983), pp.158-159.

David Berger, "Theory into Practice:The FCB GRID."European Research, Vol.14, No.1 (1986), pp.35-46.

이명천, " FCB그리드 모델의 타당성과 활용을 위한 전제", 광고연구 1990년 가을호(제8호), pp.113-138. 등에 소개되고 있다.

24) B.T.Ratchford, op.cit., pp.24-38.

25) Richard Vaughn, "How Advertising works: A Planning Model, " P.28.

26) Ibid., P.29.

27) James F.Engel, Roger D.Blackwell and Paul W.Miniard, Consumer Behavior, 5th ed.(NY:Dryden, 1986), P.146. 참조.

28) John A. Howard and Jagdish N.Sheth, "A Theory of Buyer Behavior" in Harold H.Kassarjian and Thomas S.Robertson eds., Perspectives in Consumer Behavior, rev.ed.(Glenview, I1: Scott, Foresman, 1973), P.523. 참조

29) charles Ramond, Advertising Research: The State of the Art(NY:Association of National Advertisers, Inc., 1976), P.15.

D.E.Schultz, Strategic Advertising campaigns, 3rd ed.(Lincolnwood, I1:NtC Business Books, 1990), P.62. 에서 재인용.

30) Richard Vaughn, op.cit., pp.29-30.

31) Linda F.Alwitt, "EEG Activity Reflects the Content of Commercials," in Linda F.Alwitt and Andrew A.Mitchell eds,. Psychological Processes and Advertising Effects: Theory, Researc, and Applications (Hillsdale, NJ:Lawrence Erlbaum Associates, Publishers, 1985).

32) M.Sherif and M.Cantril, The Psychology of Ego Invovement (New York: John Wiley and sons, 1947).

33) C.W.Sherif, M.Sherif and R.Nebergall, Attitude and Attitude Change (Philadelphia PA:W.B.Saunders, 1965).

34) T.M.Ostrom and T.C.Brock, "A Cognitive Model of Attitude Involvement," in R.P.Abelson, E.Aronson, W.J.McGuire, T.M.NewComb, M.J.Rosenberg and P.H.Tannenbaum eds., Theories of Cognitive Consistency: A Sourcebook (chicago, IL:Rnad McNally, 1968).

35) H.E.Krugman, "The Impact of Television Advertising: Learning without Involvement," Public Opinion Quarterly, Vol.29 (1965), pp.349-356.

H.E.Krugman, "The Measurement of Advertising Involvement", Pubic Opinion Quarterly, Vol.30(1966), pp.583-596.

H.E.Krugman, "Brain Wave Measures of Media Involvement", Journal of Advertising Research, Vol.11, No.I (1971), pp.3-9.

36) Anthony G.Greenwald and Leavitt Clark, "Audience Involvement in Advertising: Four Level," Journal of consumer Research, Vol.11. No.1 (1984), pp.581-592.

James F.Engel and Roger D.Blackwell, Consumer Behavior, 4th ed.(NY:Dryden, 1982), pp.23-25.

Judith L.Zaichkowsky. "Measureing the Involvement Construct," Journal of Consumer Research, Vol.12, No.3(1985), pp.341-345.

37) Joel Cohen, "Involvment: Separating the State from Its Causes and Effects," unpublished paper, University of Florida, 1982.

38) C.W.Park and Banwari Mittal, "A Theory of Involvement in consumer Behavior: Problems and Issues,"in J.N.Sheth ed. Research in Consumer Behavior 1, (Greenwich, CT:JAL Press, 1985).

39) Houston, Michael, and Michael Rothschild, "A Paradigm for Research on Consumer Involvement," unpublished working paper, Graduate School of Business, University of Wisconsin, Madison, 1977.

40) Gilles Laurent and Jean-Noel Kapferer, "Measuring consumer Involvement Profiles," Journal of Marketing Research, Vol.22, No.1 (1985), pp. 41-53.

41) Jean-Noel Kapferer and Gilles Laurent, "Consumer Involvement Profiles: A New Practical Approach to Consumer Involvement," Journal of Advertising Research, Vol.25, No.6(1985/1986), pp.48-56.

42) Judith L.Zaichkowsky, "Conceptualizing Involvement." Journal of Advertising, Vol.15, No.2(1986), pp.4-14, 34.

43) Peter H.Lindzay and Donald A.Norman, Human Information Processing(NY:Academic Press, 1977).

Merlin Wittrock, The Human Brain (Englewood Cliffs, NJ:Prentice-Hall, Inc., 1977).

44) Richard Vaughn, Op. Cit., p.30.

45) Huntley Baldwin, How to Create Effective TV Commercials, (Lincolnwood, I1:NTC Business Book, 1989), pp. 27-28.

46) Betty Edward, Drawing on the Right Side of the Brain (LA, CA:J.P.Tarcher, 1979), P.35.

47) Huntley Baldwin, op.cit., P.39.

48) Richard Vaughn, op. Cit., P.30.

49) William J.McGuire, "Psychological Motives and Communication Gratification," in J.G.Blumler and E.Katz eds. The Uses of Mass Communications: Current Perspectives on Gratifications Research(Beverly Hills, CA: Sage Publucations, 1974).

William J.McGuire, "Some Internal Psychological Factors Influencing consumer Choice," Journal of Consumer Research, Vol.2, No.4 (1976), pp.302-319.

50) John C. Maloney, "Marketing Decisions and Attitude Research," in George L.Baker, Jr. ed. Effective Marketing Coordination, (Chicago:American Marketing Association, 1961).

51) C.W.Park and Banwari Mittal, "A Theory of Involvement in Consumer Behavior:Problems and Issues," in J.N.Sheth ed.Research in Consumer Behabvior I. (Greenwich, CT: JAL Press, 1985).

52) Philip Kotler, "Behavioral Models for Analyzing Buyers," Journal of Marketing, Vol.29(1965), pp.37-45.

53) R.Lavidge and G.A.Steiner, "A Model For Predictive Measurements of Advertising Effectiveness," Journal of Marketing, Vol.25 (1961), pp. 59-62.

54) T.S.Robertson, consumer Behavior(Scott, Foresman & Co., 1970).

55) Richard Vaughn, op.cit., P.30.

56) Ibid.

57) William Sachs, Advertising Management: Its Role in Marketing(Tulas, Oklahoma: PennWell Books, 1983), pp.158-159.

58) Richard Vaughn, op.cit., pp.30-31.

59) 이 부분의 내용은 다음의 자료들을 중심으로 내용을 정리한 것임.

강정문, "광고전략모델도 하나의 '정석'". <광고정보> (1988.5), pp.12-21.

선우동훈,"광고이론 집대성한 FCB모델", <광고정보> (1982.4), pp.22-27.

FCB, A Guide to the FCB GRID

B.T.Ratchford, op.cit.

Richard Vaughn, "How Advertising works: A Planning Model,"

60) Richard Vaughn, "The consumer Mind: How to Tailor Ad Strategies," Advertising Age, Vol.9 (June 1980).

61) W.J.McGuire, "cognitive Consistency and attitude change," Journal of Abnormal & Social Psychology, Vol.60, 1960, pp.345-353.

W.J.McGuire, "The Probabilogical Model of Cognitive Structure and Attitude Change," in R.E.Petty et.al. eds., Cognitive Responses in Persuation(NJ: Hillside, 1981), pp.291-307.

W.A.Scott et.al., Cognitive Structure: The Theory and Measurement of Individual Differences (Washington D.C.:V.H.Winston & Sons, 1975).

J.G.Delia, B.J.O'Keefe and D.J.O'Keefe, "The constructivist Approach to Communicatio, "in F.E.X.Dance eds., Human Communication Theory (NY: Harper & Row, 1982), pp.147-191.

62) McGuire, op.cit., (1981).

63) McGuire, op.cit., (1960), (1981).

64) McGuire, op.cit.,(1981).

65) R.B.Zajonc, "The Process of cognitive Turning in Communication," Journal of Abnormal Social Psychology, Vol.61 (1960), pp.159-167.

66) Ibid.

67) 김재범,"광고메시지 의미에 대한 인지구성주의적 접근방법", <광고연구>, 한국방송공사 광고문화연구소, 제8호, 1990년 가을호, pp.261-301.

68) E.C.Tolman, "cognitive Maps in Rats and Men," Psychological Review, Vol.55 (1948), pp. 189-208.

69) Dean C.Barnlund, Communicative Styles of Japanese and Americans (Belmont, CA: Wadsaorth, 1989), P.xiv.

70) E.S.Lorimor, "A Look at Some Current Articles in International Advertising and Marketing," in S.Watson Dunn and E.S.Lorimor eds., International Advertising and Marketing (Columbia, Ohio: Grid, 1979), pp.55-68.

김염제, 한국광고의 미국인에 대한 전용가능성의 실증적 연구(연세대학교 대학원 박사학위 논문, 1983.6).

고경순 국제광고 표준화모형의 적용에 관한 연구: 한국기업의 해외광고를 중심으로(숭실대학교 대학원 박사학위논문, 1987.6).

71) 김재범, "한국광고대행사의 이미지에 대한 인지론적 연구: 다차원적 접근", P.169.

72) J.B.Kruscal and M.Wish, Multidimensional Scaling(CA: SAGE, 1978).

73) Ratchford, op.cit., p..

74) 김재범, "한국광고대행사의 이미지에 대한 인지론적 연구: 다차원적 접근", P.170.

75) J.B.Kruskal and M.Wish, op.cit..

76) rt = reliability of think scales

rf = reliability of feel scales

σt² = think scale 의 variance

σf² = feel scale의 variance

σtf² = variance of the combined scale