권익현 (1994). 광고비의 판매반응곡선에 대한 이론적·실증적 연구: 세제시장을 중심으로, 광고연구(봄호), pp. 159-181.
권익현 (1996). 광고효과 측정을 위한 지표에 관한 연구, 광고학연구, 7(2), pp. 43-65.
김성원, 채민우, 김동수,김건익 역 (1993). 신광고 심리, LG애드 커뮤니케이션총서1.
김용준, 박유식 (1995). 광고비와 시장점유율을 반응함수에 관한 실증연구, 광고학연구 6호 2권, pp. 115-152.
김익태 (1993). 광고-판매의 관계분석, 광고연구(가을호), pp. 235-270.
박세훈 (1994). 광고비 변동에 따른 판매반응에 관한 연구, 경영학 연구, 23권 3호, pp. 251-279.
이강원, 박원기 (1995). 광고효과와 매체계획, LG애드.
한상필 (1997). 광고효과 측정에 관한 광고회사 실무자의 의식조사, 광고연구,
35(여름호), pp. 179-207.
Batra, R., Lehmann, D. R., Burke, J. and Pae, J., (1995). When does Advertising have an Impact? A study of Tracking Data, Journal of Advertising Research Seploct, pp. 19-32.
Bemmaor, Albert (1984). Testing Alternative Econometric Model on the Existence of Advertising Threshold Effects, Journal of Marketing Research, 21(August), pp. 298-308.
Blattberg, Robert C. and Jeuland, Abel P. (1981), A Micromodeling Approach to Investigate the Advertising-Sales Relationship, Management Science, 21(September), pp. 988-1005.
Clarke, Darral G. (1976), Econometrics Measurement of the Duration of Advertising Effect on Sales, Journal of Marketing Research, 13(November), pp. 345-357.
Colley, Russell H. (1961). Defining Advertising Goals for Measured Advertising Result, New Yok: Association of National Advertisers.
Halthausen, Duncan M. Jr. (1982). Advertising Budget Allocation under Uncertainty, Management Science, 28(may), pp. 487-499.
Haskins, J. & A. Kendric (1993). Successful Advertising Research Methods, USA: NTC.
Johansson, Johny K. (1973). A Generalized Logistic Function with an Application to the Effect of Advertising, Journal of the American Statistical Association. 68(December), pp. 824-827.
Johansson, Johny K. (1979). Advertising and S-Curve: A New Approach, Journal of Marketing Research, 16(August), pp. 346-354.
Jones, John Philp, (1995a). When Ads Work: New Proof that Advertising Triggers Sales, New York: Simon and Schuster, The Free Press/Lexington Books.
Jones, John Philp, (1995b). Single-Source Research Begins to Fulfill Its Promise, Journal of Advertising Research, 35(3), pp. 9-16.
Lavidge, R. C. & G. Steiner (1961). A Model for Predictive Measurement of Advertising Effectiveness, Journal of Marketing, 25, pp. 59-62.
Rossiter, L. & L. Percy (1987). Advertising and Promotion Management, New York: McGraw-Hill.
Stewart, D. (1986). The Moderating Role of Recall, Comprehension and Brand Differentiation on the Persuasiveness of Television Advertising, Journal of Advertising Research, 26 (2), pp. 43-47.
Simon, Julian L. and Arndt, Johan (1980). The Shape of the Advertising Function, Journal of Advertising Research, 20(August), pp. 11-28.