<국내 문헌>

1. 김 염제, "성공하는 광고캠페인의 요인들", 나라기획, 1989, 7-8월, pp. 4-7

2. 김 원수, 광고학개론, 제 3 판, 경문사, 1987

3. 제일기획, 광고연감, 1989, pp. 681-888

4. 채 서일, 김 범종 공저, SPSS/PC+를 이용한 통계분석, 법문사, 1988

<외국 문헌>

1. Aaker, David A. and John G. Myers, Advertising Management, 3rd ed., Prentice-Hall International Editions, 1987

2. Bogart, L., "Mass Advertising : The Message, Not the Measure", Harvard Business Review, 54, 5, 1976, pp. 107-116

3. Bolen, William H., Advertising, 2nd ed., John Wiley & Sons, 1984

4. Bucklin, L. P., " The Informative Role of Advertising", Journal of Advertising Research, 5, September 1965, pp. 11-15

5. Chaffe, S. H. and J. M. McLeod (1973), "Consumer Decision and Information Use", Consumer Behavior : Theoretical Sources, S. Ward and T. S. Roberson, Prentice-Hall, pp. 385-413

6. Cohen, D., Advertising, Scott, Foresman and Company, 1988

7. Cox, D. F., Risk Taking and Information Handling in Consumer Behavior, Harvard University Press, 1967

8. Doyle, P., Marcel Corstjens and Paul Michell, "Signals of Vulneravility in Agency-Client Relations", Journal of Marketing, Fall 1980, pp. 18-23

9. Dunn, S. Watson and Arnold M. Barban, Advertising, 6th ed., The Dryden Press, 1985

10. Engel, J. F. and Roger D. Blackwell, Consumer Behavior, 4th ed. Hinsdale, 3, The Dryden Press, 1982, p. 28, p. 38

11. Etzioni, A., A Comparative Analysis of Complex Organizations, The Free Press, 1961

12. Festinger, L., A Theory of Cognitive Dissonance, Stanford University Press, 1957

13. Krugman, H. E., "What Makes Advertising Effective?", Harvard Business Review, 52, 4, 1974, pp. 18-24

14. Lavidge, J. and Gary A. Steiner, "A Model for Predictive Measurement of Advertising Effectiveness", Journal of Marketing, October 1961, p. 61

15. Lovell, M. and Jack Potter, Assessing the Effectiveness of Advertising, Business Books, 1975

16. Michell, P., Advertising Agency-Client Relations : A Strategic Perspective, Croom Helm, 1988

17. Park, C. W. and S. Mark Young(1983), "Types and Levels of Involvement and Brand Attitudes Formation", Advances in Consumer Research, 10, pp. 320-324

18. Politz, A., "Creativeness and Imagination", Journal of Advertising, 4, 3, 1975, pp. 11-14

19. Rogers, E. M., Diffusion of Innovation, John Wiley & Sons, 1962

20. Russell, H. C., "Squeezing the Waste Out of Advertising", Harvard Business Review. 40, 5, 1962, pp. 76-88

21. Smallwood, J. E.(1973), "The Product Life Cycle : A Key to Strategic Marketing Planning", Marketing Classics, Allyn and Bacon, 1988

22. Strong, E. K., The Psychology of Selling, McGraw-Hill, 1925

23. Vaughn, R. (1980), "How Advertising Works : h Planning Model", Journal of Advertising Research, 20, No. 5, PP. 27-37