김상훈(1999) 중간광고 도입 및 운용방안에 관한 연구, 광고연구, 44, 105-127.
이희욱, 백병호(1998) 중간광고의 효과에 관한 연구, Marketing Communication Review, winter, 69-80.
한정호, 부경희(1998) TV광고 길이의 효과연구, 방송광고총서14(pp.1-283), 한국방송광고공사
한국방송광고공사(1999) 광고1번지 '99년 9월호, 한국방송광고공사.
홍재욱(1996) TV광고의 길이와 혼잡도가 광고효과에 미치는 영향, 광고학 연구, 7(1), 156-187.
Barclay, W. D., Doub, R. M., & McMurtrey, L. T.(1965) Recall of TV commercials by Time and Program Slot, Journal of Advertising Research, 5(2), 41-47.
Bryant, I, & Comisky, P. W.(1978) The Effect if Positioning Message within Differentially Cognitively Involving Portions of a Television Segment on Recall of the Message, Human Communication Research, 5(1), 63-75.
Cronin, John J.(1995) In-Home Observations of Commercial Zapping Behavior, Journal of Current Issues and Research in Advertising, 17(2), 69-75.
Cronin, John. J., and Nancy Menelly(1992) Discrimination vs. Avoidance: 'Zipping' of Television Commercials, Journal of Advertising, 21(2), 1-7.
Danaher, P. J.(1995) What Happens to Television Ratings during Commercial Breaks?, Journal of Advertising Research 35(2), 37-45.
Gunter, Barrie, Furnham, Adrian, & Beeson, Christopher(1997) Recall of Television Advertisements as a Function of Program Evaluation, The Journal of Psychology, 131(5), 541-553.
Kennedy, John R.(1971) How program Environment Affects TV Commercials, Journal of Advertising Research, 5(March), 240-250
Krugman, Herbert E.(1983) Television Program Interest and Commercial Interruption: Are Commercial on Interesting Program Less Effective?, Journal of Advertising Research 23(February/March), 21-23
Soldow, Gary F. & Victor Principe(1981) Response to Commercials as a Function of Program Context, Journal of Advertising Research, 21(April), 59-65.
Webb, Peter H, & Michael L. Ray(1979) Effects of TV Cluuter, Journal of Advertising Research, 19(3), 7-12
Webb, Peter H.(1979) Consumer Initial Processing in a Difficult Media Environment, Journal of Consumer Research 6(4), 225-6.
Zhao, Xinshu(1997) Clutter and Serial Order Redefined and Retested, Journal of Advertising Research, 37(5), 57-73.