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±è¿ëÁØ(1994) ¡¸¾ðÁ¦ À̹ÌÁö ±¤°í¸¦ ÇÒ °ÍÀΰ¡-Àü¹®°¡ ÆÇ´ÜÀ» ÅëÇÑ ±¤°í À¯Çü ¼±Åÿ¡ °üÇÑ ¿¬±¸¡¹, ¼º´ë °æ¿µ¿¬±¸¼Ò ¿¬±¸³í¹®

±è¿ëÁØ(1994) ¡¸¾ðÁ¦ Á¤º¸ Àü´ÞÇü ±¤°í¸¦ ÇÒ °ÍÀΰ¡-½ÇÇèÀ» ÅëÇÑ ±¤°í À¯Çü ¼±Åÿ¡ °üÇÑ ¿¬±¸¡¹, ¼º´ë °æ¿µ¿¬±¸¼Ò

±è¼¼¹ü(1993) ¡¸±¤°íÀÇ ¹Ýº¹ ³ëÃâÀÌ »óÇ¥ »óÅ¿¡ ¹ÌÄ¡´Â ¿µÇâ¿¡ °üÇÑ ¿¬±¸¡¹, ¼º´ë ¹Ú»çÇÐÀ§ ³í¹®

¹èÀå¿ø(1992) ¡¸Benefit ±¤°í¿Í Image ±¤°íÀÇ Á¤±³È­ °¡´É¼º ¸ðµ¨Àû °íÂû¡¹, ¼º´ë ¼®»çÇÐÀ§ ³í¹®

À¯ÇÊÈ­¡¤±è¿ëÁØ(1994) ¡¸Çö´ë ¸¶ÄÉÆÃ·Ð¡¹, ¹Ú¿µ»ç

À̵ÎÈñ(1993) ¡¸Çѱ¹ÀÇ ¸¶ÄÉÆÃ »ç·Ê¡¹, ¹Ú¿µ»ç

ÇѹÎÈñ¡¤Àå´ë·Ã(1994) ¡¸±¤°í °æ¿µ·Ð¡¹, ÇÐÇö»ç

±ÇÀÍÇö(1996) ¡¸È¿°ú ÃøÁ¤À» À§ÇÑ ÁöÇ¥¿¡ °üÇÑ ¿¬±¸¡¹, µ¿±¹´ë ±¤°íÇÐ ¿¬±¸(Á¦7È£-II) P44¡­65

¸®´ë¿ë¡¤±èÃæ±â °ø¿ª ¡¸Á¦Ç°°ú ½ÃÀå°ú ±¤°í¡¹, ¼­¿ï´ëÇÐ ¹®È­»ç 1983. P129¡­131

±è¿øÃ¶ ¡¸±¤°íÇÐ °³·Ð¡¹, ¹Ú¿µ»ç 1976. P22¡­24

»ó¹«´Þ ¡¸Ãֽб¤°í°ü¸®¡¹, ¹ý¹«»ç 1981.

ÃÖº´¿ë ¡¸½Å±¤°í·Ð¡¹, ¹Ú¿µ»ç 1984. P13

ÇÑÀÇ¿µ ¡¸ÃËÁø Àü·«·Ð-±¤°í¡¤ÀÎÀûÆÇ¸Å ÃËÁøÀÇ À̷аú ½ÇÁ¦¡¹, ¹«¿ª °æ¿µ»ç 1982. P102¡­103

°­ÈñÀÏ ¡¸¸¶ÄÉÆÃ °ü¸®·Ð¡¹, ´Ù»êÃâÆÇ»ç 1980.

Çѱ¹¹æ¼Û°ø»ç ¡¸TV ÇÁ·Î±×·¥¿¡ ´ëÇÑ ¸¸Á·µµ¿Í TV ±¤°í¿¡ ´ëÇÑ ¹ÝÀÀ Á¶»ç¡¹, 1982.

±è¿ëÇõ ¡¸±¤°íÀÇ Ä¿¹Â´ÏÄÉÀÌ¼Ç Àü·«¿¡ °üÇÑ ¿¬±¸¡¹, Àü³²´ë ¼®»çÇÐÀ§ ³í¹®

¹®Ãá½Ä ¡¸Çö´ë ±¤°í·Ð¡¹, ¿¡ÄÚ³ë¹Ì¾Æ 1987.

±èÁ¾Çö ¡¸±â¾÷°ú »çȸ¡¹, Àü°æ·Ã 1981.

2. ¿Ü±¹¹®Çå

Dunn, S. Watson and Arnold M. Barban, ADVERTISING:IT'S ROLE IN MODE N MARKETING, 5th.ed., Chicago:The Dryden Press, 1982, p. 7.

Courtland L. Bovee, and William L. Arens, CONTEMPORARY ANVERTISING, Irwin, Homewood, III, 1982, pp. 6-7.

Herbert Holtje, Outline of Advertising and Problems of Adverting, New York:Mcgraw Hill, 1978, p. 1.

Morgon, Clifford T. and Richard A. King, Introduction To Psychology, 5th, ed., New York:Mcgraw Hill, 1975, p. 138, 158-159.

Courtland L. Bovee and William L. Arens, Ibid., p. 9-11.

Veron A. Musselman, and Eugene H. Hughes, Introduction To Modern Business, 4th, ed., N. J.:Prentice Hall, Englewood Cliffs, 1964, p. 501.

Thomas, J. Reynolds and Jonatham Gutman, "Advertising is image management", Journal of Advertising Research. Vol, 24 Feb/Mar, 1984, p. 27-37.

W. J. Stanton, Fundametals of Marketing, 6/ed(international Student edition, Noy:Mcgraw-Hill, 1981), p. 386.

Wilke, W. I. and P. W. Farris, "Comparison Advertising:Problem and potential", Journal of Marketing, Vol. 39, Jan. 1975, p. 7-15.

dougherty, Philip. H., "Calling Brand X by its Roal Name", The New York Time, Jan. 21, 1973, p. 15.

Wright, John S. and Zeigler, Sherilyn. K., Advertising, 5/ed New York:Mcgraw-Hill book Co., 1982, p. 101-102.

Gorn, Gerald J. and Charles B. Weinberg, "The impact of comparative advertising on perception and attitude:some positive findings" Journal of Consumer Research, Vol. 11, Sep. 1984, p. 719-727.

Robert, E. Smith & Willian R. Swinyard, "Information Response Models:An Integrated approach", Journal of Marketing, Winter 1982, p. 86.

John C. Maloney, "Is Advertising Believability Really Important?" Journal of Marketing, October 1963, p. 1-8.

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