Aaker, D. A. and J. G. Myers (1987), Advertising Management, 3rd eds., Prentice Hall International Editions.

Ackoff, R. L. and J. R. Emsoff (1975), "Advertising Research at Anheuser-Busch Inc. (1963-1968), "Sloan Manage Review, 16, 1-15.

Anand, P. and B. Sternthal (1990), "Ease of Message Processing as a Moderator of Repetition Effects in Advertising, " Journal of Marketing Research, 27, 345-353.

Anderson, J. R. (1985), Cognitive Psychology and Its Implication, 2nd eds., W. W. Freeman and Company, New York.

Batra, R. and M. L. Ray (1986), "Situational Effects of Advertising Repetition: The Moderating
Influence of Motivation. Ability, and Opportunity to Respond, " Journal of Consumer Research, 12, 432-445.

Belch. G. E. (1982), "The Effects of Television Commercial Repetition on Cogntitive Response and Message Acceptance, "Journal of Consumer Research, 9, 56-65.

Bemmaor, A. C. (1984), :Testing Alternative Econometric Model on the Existence of Advertising Threshold Effect "Journal of Marketing Research, 21, 298-308.

Bettaman, J. R. (1979), An Information Processing Theory of Choice. Addison-Wesley.

Burke, M. C. and J. A. Edell (1986), "Ad Reactions Over Time: Capturing Changes in the Real World, "Journal of Consumer Research, 12, 114-118.

Burke, R. R. and T. k. Surll (1988), "Competitive Interference qnd Consumer Memory for Advertising, "Journal of Consumer Research, 15, 55-68.

Burnkrant, R. E. and H. R. Unnava (1987), "Effects of Variation in Message Execution on the Learing of Repeated Brand Information, "in the Advances in Consumer Research, 14, 173-176.

Cacioppo. J. T. and R. E. Petty (1979), "Effects of Message Repetition and Position on Cognitive Response, Recall, Persuasion." Journal of Personality and Social Psychology, 37, 97-109.

Calder, B. J. and B. Sternthal (1980). "Television Commercial Wearout: An Information Processing View," Journal of Marketing Research, 17, 173-186.

Cohen, D. (1988), Advertising, Scott, Foreman and Company.

Cox, D. S. and A. D. Cox (1988), "What Does Familiarity Bread? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation," Journal of Consumer Research, 15, 111-116.

Churchill, g. A. Jr (1983), Marketing Research: Methodological Foundations, 3rd eds., The Dryden Press.

Ellis, H. c. and R. R. Hunt (1989), Fundamentals of Human Memory and Cognition, 4th, Wm. C. Brown Publishers.

Gorn G. J. and M. E. Goldberg (1980), "Children's Responses to Repetitive Television Commercials," Journal of Consumer Research, 6, 421-424.

Haley, R. I. (1978), "Sales Effects of Media Weigh," Journal of Advertising Research, 18, 9-18.

Hutchinson, J. W. and D. L. Moore (1984), "Issues Surrounding the Examination of Delay Effects of Advertising," in Advancesin Consumer Research, 11, 650-655.

Katz, . A. (1980), "A Sliding Schedule of Advertising Weight," Journal of Advertising Research, 20, 39-44.

Keller, K. L. (1987), "Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluation," Journal of Consumer Research, 24, 316-333.

(1991), " Memory and Evaluation Effects of Competitive Advertising Environments." Journal of Consumer Research, 17, 463-476.

(1991), "Cue Compatibility and Framing in Advertising," Journal of Marketing Research. 28, 42-57.

Klein, S. B. (1987), Learning: Principles and Applications, McGraw-Hill International eds.

Lodish, L. M. (1971) "Empirical Studies on "Individual Response to Exposure Patterns, "Journal of Marketing Research, 8, 212-218.

McCullough, "Journal of Applied Psychology, 59, 395-397.

Rao, A. G. and P. B. Miller (1975), Advertising / Sales Response Functions," Journal of Advertising Research, 15, 7-15.

Ray, M. L. and A. G. Sawyer (1971), "Repetition in Models: A Laboratory Technique," Journal of Markeing Research, 8, 20-29.

Rethans, A. J., J. L. Swasy and L. J. Marks(1986), "Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Lungth: A Test Of the Two-Factor Model, "Journal of Marketing Research, 23, 50-61.

Schunann, D. W., R. E. Petty and D. S. Clemons (1990), "Predicting the Effectiveness of Different Strategies of Advertising Variation: A Test of the Repetition-Variation Hypotheses," Journal of the Consumer Research, 17, 192-202.

Simon, H. (1982), "ADPULS: An Advertising Model with Wearout and Pulsation,"

Journal of Marketing Research, 16, 415-420.

and J. Arndt (1980), "The Shape of the Advertising Response Function," Journal of Advertising Research, 20, 11-28.

Smith, G. F. and d. D. Dorfman (1975), "The Effect of Stimulus Uncertainty on the Relationship Bwtween Frequency of Exposure and Liking," Journal of Personality and Social Psychology, 31, 150-155.

Sternthal, B. and C. S. Craig (1982), Consumer Behavior: An Information Processing Perspective, Prentice-Hall, Inc., Englewood Cliffs, N.J.

Strong, E. C. (1974), "The Use of Field Experimental Observations in Estimating Advertising Recall," Journal of Marketing Research, 11, 369-378.

(1977), "The Spacing and Timing of Advertising," Journal of Advertising Research, 17, 25-31.

Unnava, H, R, and R. E. Burnkrant (1991), Effects of Repeating Varied Ad Executions on Brand Name," Journal of Marketing Research, 28, 406-416.

Webb, P. H. (1979). "Consumer initial Processing in a Difficult Media Environment," Journal of Consumer Research, 6, 225-236.

Weilbacher, W. M. (1984), Advertising 2nd eds., Macmillan Pulsing Company.

Wells, W. D. and J. M. Chinsky (1965), " Effects of Competing Messages: A Laboratory Simulation," Journal of Marketing Research, 2, 141-145.

Wittink, D. R. (1977), Exploring Territorial Difference in the Relationship Betwwen Marketing Variables," Journal of Marketing Research, 14, 145-155.

Zielske, H.A. and W. A. Henry (1980), "Remembering and Forgetting Television ads," Journal of Advertising Research, 20, 7-13.

김 원주(1986), 광고학개론, 3판, 경문사.

채 서일(1989), 마케팅조사론, 2판 무역경영사.