1. 국내문헌

김원수,『광고학개론』, (서울:경문사, 1987).

------,『마케팅管理論』, (서울:경문사, 1993).

김정기 편, '실천P.R론' (서울:전예원, 1983).

남궁성인, "우리나라 기업광고의 특유에 관한 고찰", (중앙대 석사학위논문, 1988).

마이클 해머·제임스 채피(안중호 외 역). '리엔지니어링기업혁명'. (서울·김영사,1993),

반병길, '마케팅관리론', (서울:박영사, 1988).

신유근. '기업과 사회', (서울:경문사, 1986).

오두범. '광고커뮤니케이션'. (서울:전예원, 1983).

오상락, '마케팅관리론' (서울:무역경영사, 1993).

윤병덕 편, '광고용어사전' (서울: 지식산업사, 1991).

윤인걸, '우리나라 기업광고 실태에 관한 연구',(중앙대학교 석사학위논문, 1981).

윤회중, 'PR론' (서울:이화여자대학교 출판부, 1984).

임종원, '현대 마케팅론' :서울:무역경영사, 1987).

정상국, "기업이미지에 관한 연구", (서울대학교석사학위논문, 1976).

차배근, '설득커뮤니케이션 이론',(서울:서울대출판부, 1988).

-----, '커뮤니케이션학 개론(상)':, (서울:세영사, 1988).

최병룡, '최신광고론',(서울:박영사. 1984).

한국방송공사, '광고정보', 1990년 1월호 ∼ 1994년 4월호.

허갑중, 「신광고학원론』,(서울:도서출판 B&R, 1993),

2. 외국문헌

宣傳會議 편. 「廣告大辭典」, (동경:선전회의. 1971).

Aaker, D.A. & Myers J.G., Advertising Management, 2nd ed., Prentice-Hall (1982).

Bauer, R.A. & Greyser S.A., Advertising in America : The Consumer view, Harvard Univ.(1988).

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

Boulding & Kenneth E., The Image, Univ. of Michigan Press,(1956).

Darrow,R.W. "American Attitude Toward Big Business", Critical Issues in Public Relations, Prentice-Hall (1975).

Delozier, M.W., The Marketing Communication Process, McGraw-Hill, (1976).

Engel, J.F. & Blackwell R.D., Consumer Behavior, Dryden Press,(1986).

Flanagan, G.A., Modern Institutional Advertising, McGraw-Hill,(1967).

Gray, James G., Jr., Managing the Corporate Image, (Westport, Connecticut: Quorum Books, 1986).

Krugman, H.E., "The impact of Television Advertising without Involvement", Public Opinion Quarterly, Vol. 29(1965).

Kotler, P., "A Design for the Firm's Marketing Nerve System" in Marketing Information Systems Selected Readings. Charles D. ed., AMA,(1976).

----------, Principles of Marketing, (Prentice-Hall. 1986).

Lavidge, R.J. & G.A. Steiner, "A Model for Predictive Measurements of Advertising Effectiveness," J. of Marketing(Oct. 1961).

Loudon D.L. & Della A.J., Consumer Behavior: Concept & Application 2nd ed., McGraw Hill(1984).

McGuire, W.J. "Some Ihternal Psychological Factors Influencing Consumer Choice." Journal of Consumer Research, Vol.2, (March, 1976).

Meadow, Robert G., "The Political Dimensions of Nonproduct Advertising", Journal of Communication, Vol. 24 (win. 1987).

Mitchell, A.A., "The Use of on Information Processing Approach to Understand Advertising Effects," Advances in Consumer Research, Vol.7(1979).

Prakash, Sethi, S., "Advocacy Advertising-The American Experience", California Management Review, Vol. 21 (Fall, 1978).

---------------- . "Institutional/Image Advertising onto Idea / Issue Advertising as Marketing Tools: Some Public Policy Issues", Journal of Marketing, Vol. 43 (Jan. 1979).

Schonfeld, E.P. & Byrd, John H., "The Financial Payoff in Corporate Advertising", Journal of Advertising Research, Vol. 22(Feb./ Mar. 1982).

Sternthal B. & Craig C.S., Consumer Behavior : An Information Processing Perspective, Prentice-Hall(1982).

Thornton A. & Freedman D., "Change in the Sex Role Attitude of Woman 1962-1977 : Evidence from a Panel Study, "American Sociological Review 44.(1979).

Toy D.R., "Monitoring Communication Effects: A Cognitive Response Approach", Journal of Consumer Research, Vol. 9, 1982.

Webb P.H. & Ray M.L., "Effect of TV Cluster", Journal of Advertising Research, Vol. 19, (1979).

Winters L.C., "The Effects of Brand Advertising on Company Image: Implications for Corporate Advertising, Journal of Advertising Research, Vol. 26, (1986),