출처: 한국방송광고공사 - 광고연구
참고문헌
Abernethy, Avey M. (1991), "Difference between Ad Exposure and Program Exposure", Journal of Advertising Research, 31(April/May), 33-42.
Abernethy, Avey M. (1990), "Television Exposure: Programs vs. Advertising", Current Issues and Research in Advertising, James H. Leigh and Claude R. Martin, Jr., eds, 61-77.
Advertising Research Foundation(1980), ART Comparability Study : A Controlled Field Experiment Comparing Three Methods of Estimating Magazine Audiences. Study executed by Simmons Market Research Bureau, Inc
Agostimi, J. M. (1961), How to estimate Unduplicated Audiences? Journal of advertising Research, 1 (March), 11-14.
Agostimi, J. M. (1962), "Analysis of Magazine Accumulative Audience? Journal of Advertising Research, 2(December), 24-27.
Alfred Politz Research, Inc. (1967), An Experimental Study Comparing Magazine Audience as Determined by Two Questioning Procedures : Conducted for Life Magazine. Time, Incorporated.
Appel, Valentine(1971), "On Advertising Wear Out", Journal of r1duertssing Research, 11, 11-13.
Appel, Valentine(1981), "Telescoping : The Skeleton in the Recent Reading Closet? in Harry Henry(Ed), Readership Research Theory and Practice. London, England : Lonsdale Universal Printing Limited, 43-50.
Appel, Valentine(1993), "Anatomy of a Magazine Audience Estimate: The ARF Comparability Study Revisited", Journal of Advertising Research, 33(January/February), 11-17.
Audience Concepts Committee of The Advertising Research Foundation(1961), Toward Better Media Comparisons, New York : Advertising Research Foundation.
Axelrod, Joel N. (1980), "Advertising Wearout", Journal of Advertising Research, 20(Oct ober), 13-17.
Banik, Douglas(1981), "Magazine Audience Measurement in the United States : A Brief History and Review of Current Methods", in Harry Henry(Ed.), Readership Research : Theory and Practice London, England : Lonsdale Universal Printing Limited, 43-50.
Batra, Rajeeve and Michael Ray(1986), "Affective Responses Mediating Acceptance of Advertising? Journal of Consumer Research, 13(September), 234-249.
Bettman, James R. (1979), An Information Processing Theory of Consumer Choice : Reading MA: Addison-Wesley.
Boyd, Marsha M. (1985), The Dirichlet Multivariate Multinomial Distribution as a Magazine Exposure Model. Unpublished doctoral dissertation, University of Illinois at Urbana-Champaign, Urbana, Illinois.
Boyd, Marsha M. and John D. Leckenby(1985), "Random Duplication in Reach/Frequency Estimation", Current Issues and Research in Advertising, 95 114.
Chandon, Jean-Lois Joes(1976), A Comparative Study of Mcdsa Exposure Models, unpublished doctoral dissertation, Northwestern University, Evanston, II.
Craig, C Samuel Brian Sternthal, and Clark Leavitt(1976), "Advertising Wearout :
An Experimental Analysis", Journal of Marketing Research", 13(Novermber), 365-72.
Danaher, Peter J. (1988a), "Parameter Estimation for the Dirichlet-Multinomial Distribution Using Supplementary Beta-binomial Data", Communications in Statistics, A17, 6(June), 777-88.
Danaher, Peter J.(1988b), A Loglinear Model for Predicting Magazine Audiences", Journal of Marketing Research, 25(November), 356-62.
Danaher, Peter J.(1989), "An Approximate Loglinear Model for Predicting Magazine Audiences", Journal of Marketing Research, 26(November), 473-9.
Danaher, Peter J.(1989), "Simulating Media Exposure Distribution", Communication in Statistics Part B-Simulation and Computation, 18, 1,381-92.
Danaher, Peter J.(1991), "A Canonical Expansion Model for Multivariate Media Exposure Distributions : A Generalization of the 'Duplication of Viewing Law", Journal of Marketing Research, 28(August), 361-7.
Danaher, Peter J.(1992), "Some Statistical Modeling Problems in the Advertising Industry : A Look at Media Exposure distribution", The American Statistician, 46(Novermber36666666666), 254-260.
Deming, W. Edwards and Frederick F Stephen(1940), "On a Least Squares Adjustment of a Sample Frequency Table When the Expected Marginal Totals Are Known", Annals of Mathematical Statistics, 11, 427-44.
Feller, William(1968), An Introduction to probability Theory and Its Applications, 3rd, New York : John Wiley and Sons, Inc.
Fishbein, Martin and Icek Ajzen(1975), Belief, Attitude, Intention, and Behavior, Reading, MA: Addison-Wesley.
Gardner, Mery Paula(1985), "Mood States and Consumer Behavior. A Critical Review", Journal of Consumer Research, 12(December), 281-300.
Green, Jerome, D. and J. Stevens Stock(1967), Advertising Reach and Frequency in Magazines. New York, New York:Marketmath and Reader's Digest.
Green, Jerome, D. and J. Stevens Stock(1971), "A Rate-Frequency Model of Behavior", Journal of Advertising Research, 11(August), 9-19.
Headen, R. S., Jay E. Klompmaker, and Jesse E. Teel(1976), "TV Audience Exposure", Journal of Advertising Research, 16(December), 49-52.
Headen, R. S., Jay E. Klompmaker, and Jesse E. Teel(1977), "Predicting Audience Exposure to Spot TV Advertising Schedules", Journal of Marketing Research, 14(February), 47-51.
Headen, R. S., Jay E. Klompmaker, and Roland Rust(1979), "The Duplication of Viewing Law and Television Schedule Evaluation", Journal of Marketing Research, 16(August), 333-40.
Hill, Ronald Paul(1988), "The Effects of Advertisements on Consumer's blood States : An Interactive Perspective", Advances in Consumer Research, 15, 131-134.
Hofmans, Pierre(1966), "Measuring the Cumulative Net Coverage of Any Combination of Media", Journal of Marketing Research, 3(August), 267-278.
Hyett, G. P. (1958), "The Measurement of Readership", paper read to the statistics seminar, London School of Economics, (February).
Johnson, Normal L. and Samuel Kotz(1969), Discrete Distributions, New York : John Wiley k Sons.
Joyce, Timothy(1987), "A Comparison of Recent Reading and Full Through-The-Book", in Harry Henry(Ed.), Readership Research Theory and Practice Amsterdam, the Netherlands : Elserier Science Publishers b.v.
Ju, Kuen Hee and John D. Leckenby(1989), "Performance of a Simple Reach/Frequency Model", Proceedings of the American Academy of Advertising, RC 27-RC32.
Ju, Kuen Hee, Hae-Kap Lee, and John D. Leckenby(1990), "A Further Test of A Simple Reach/Frequency Model", Proceedings of the 1990 Conference of American Academy of Advertising.
Katz, Helen(12991), "How major U. S. Advertising Agencies are Coping with Data Overload", Journal of Advertising Research, 31(February/March), 7-16.
Kim, Heejin(1993), "A Test of Canonical Expansion Model", in Ester Thorson(Ed.) Proceedings of the 1993 Conference of American Academy of Advertising, Montreal Canada, 51-59.
Kishi, Shizue(1983), Exposure Distribution Models in Advertising Media. unpublished doctoral dissertion, University of Illinois at Urbana-Champaign, Urbana Illinois.
Kishi, Shizue(1987), Exposure distribution Models in Print, Sop-TV, and Mixed-Media Schedules : Empirical Test on Japanese Data", The Annual Conference of the European Marketing Academy, Ontario, Canada.
Kishi, Shizue and John D. Leckenby(1981), "Error Factors in Exposure Distribution Models", Proceedings of the American Academy of Advertising, 46-51.
Kishi, Shizue and John D. Leckenby (1982), "A Test of the Direct/Indirect BBD and Other Exposure Distribution Model", Proceedings of the American Academy of Advertising Lincoln, Nebraska 46-52.
Kreshel, Peggy J, Kent L. Lancaster, and Maraget A. Toomey, (1985), "Advertising Media Planning : How Leading Advertising Agencies Estimate Effective Reach and Frequency", Journal of Advertising 14(Summer), 32-38.
Krugman, Herbert(1972), "Why Three Exposures May Be Enough", Journal of Advertising Research 12(December), 11-14.
Krugman, Herbert(1965), "The Impact of Television Advertising : Learning Without Involvement", Public Opinion quarterly, 29(Fall), 349-56.
Kwerel, Seymour M (1964), Estimating the Unduplicated Audience of a Combination of Media Vehicles : Integrated Theory and Estimation Method, unpublished doctoral dissertation New York, NY., Columbia University.
Kwerel, Seymour M (1969), "Estimating Unduplicated Audience and Exposure Distribution", Journal of Advertising Research, 9(June), 46-53.
Lancaster, Kent M., Peggy J. Kreshel, and Joya R. Harris(1986), "Estimating the Impact of Advertising Media Plans : Media Executives Describe Weighting and Timing Factors", Journal of Advertising 15(Sept.) 21-29, 45.
Lancaster, H. 0.(1969), The Chi-Squared Distribution. New York: John Wiley & Sons, Inc.
Leckenby, John D.(1992), "The Estimation of Advertising Audiences", presented at Symposiun of Korean Society for Journalism and communication Studies.
Leckenby, John D.(1992), "Computerized Estimation of Advertising Media Reach/Frequency in Taiwan, Japan and the United States", Paper presented at KORAD, Ogivy & Mather, Seoul, Korea.
Leckenby, John D and Marsha Boyd(1984), "An Improved Beta Binomial Reach/Frequency Model for Magazine Exposure Model", Current Issues and Research in Advertising volume I, 1-24.
Leckenby, John D and Marsha Boyd(1984), "How Media Directors View Reach/Frequency Model Evaluation Standards", Journal of Advertising Research 24(October/November), 43-51.
Leckenby, John D. and Tina Hsu(1987), "A Large-Scale Test of the Declining Reach Phenomenon in Exposure Distribution Models", The Proceedings of 1987 Conference of American Academy of Advertising.
Leckenby, John D. and Kuen-Hee Ju(1990), "Advances in Media Decision Models", Currency Issues and Research in Advertising, James H. Leight and Claude R. Martin, Jr., eds, 311-357.
Leckenby, John D. and Heejin Kim(1992), "Unresolved Issues in Media Reach/Frequency Models", in Leonard N. Reid(Ed.) Proceedings of the 1992 Conference of American Academy of Advertising, 100-106.
Leckenby, John D. and Shizue Kishi(1982), "Pertormance of Four Exposure Distribution Model", Journal of Advertising Research, 22(April/May), 35-44.
Leckenby, John D. and Shizue Kishi(1982), How Media Directors View Reach/Frequency Estimation", Journal of Advertising Research, 22(3), (June/July), 64-69.
Leckenby, John D. and Shizue Kishi (1984), "The Dirichlet Multinomial Distribution as a Magazine Exposure Model", Journal of Marketing Research, 21(February), 100-106.
Leckenby, John D. and Marshall D. Rice(1985), "The Declining Reach Phenomenon in Media Exposure Models", Journal of Advertising, 15(Fall), 13-20.
Leckenby, John D. and Nugent Wedding(1982), Advertising Management : Criteria, Analysis and Decision Making, Columbus, OH : Grid Publishing, Inc.
Lee, Hae Kap(1988), Sequential Aggregation Advertising Media Models Unpublished doctoral dissertation, University of Texas at Austin, Austin Texas.
Liebman, Leon Edward Lee(1974), "Reach and Frequency Estimation Services", Journal of Advertising Research 14(August), 23-25.
Metheringham, Richard A. (1964), "Measuring the Net Cumulative Coverage of a Print Campaign", Journal of Advertising Research, 4(December), 23-28.
Naples, Michael J. (1979), Effective Frequency: The Relationship Between Frequency and Advertising Effectiveness, Association of National Advertisers, Inc.
Naples, Michael J. (1984), "Electronic Media Research : An Update and a Look at the Future", Journal of Advertising Research, 24(August/SeptemberN), 39-46.
Ostheimer, Richard H. (1970). "Frequency Effects Over Time", Journal of Advertising Research, 10(February), 19-22.
Petty, Richard E. and John T. Cacioppo(1983), Attitude and Persuasion Classic end Contemporary Approaches. Dubuque, IA A. C. Brown.
Politz, Alfred(1950), A Study of the Accumulative Audience of Life, conducted for Life, New York, New York, Time, Inc.
Politz, Alfred(1953), A Study of four Media, Their Accumulative and Repeat Audiences, A Politz Research, New York, Time, Inc.
Politz, Alfred(1958), Audiences Reached through Magazine Combinations, Cowles Magazines, Inc.
Schreiber, Robert J. (1969), "The Metheringham Method for Media Mix : An Evaluation", Journal of Advertising Research, 9(June), 54-56.
Simmons, W R. and Associates, Inc(1977), Selective Markets and Media Reaching Them, New York, New York, W. R. Simmons and Associated, Inc.
Simmons Market Research Bureau, Inc.(1979), The 1979 Study of Media and Markets, New York, New York, Simmons Market Research Bureau. Inc.
Simmons Market Research Bureau, Inc.(1984), Study of Media and Markets-Technical Guide.
Sissors, Jack Z. (1982), "Confusions About Effective Frequency", Journal of Advertising Research, 22(December/January), 33-37.
Stewart, David W., Connie Pechmann, Srinivasan Ratneshwar, Jon Stroud and Beverly Bryant(1985), "Methodological and Theoretical Foundations of Advertising Copytesting : A Review", Current issues and Research in Advertising, 8, 1-74.
Stephens, Debra and J. Edward Russo(1987), "Prediciting Post Advertising Attitude", working paper, Cornell University.
Stout, Patricia and John D. Leckenby(1986), "Emotional Response to Advertising", Journal of Advertising, 15(4), 35-44.
Stout, Patricia and John D. Leckenby(1988), "The Natural of Emotional Response to Advertising : A Further Examination", Journal of Advertising, 17(4), 53-57
Turk, Peter B. and Helen Katz(1992) "Making Headlines : An Overview of Key Happenings in Media Planning, Buying, and Research from 1985-1991", Journal of Current Issues and Research in Advertising, 14(Fall), 19-34.
Wilks, Samuel S. (1962), Mathematical Statistics, New York, N. Y. : John Wiley and Sons, Inc.
Yi, Youjae(1990), "Cognitive and Affective Priming Effects of the Context for Print Advertisements", Journal of Advertising, 19(June), 40-48.
Zielske, Hurbert A and Walter A. Henry(1980), "Remembering and Forgetting Television Ads", Journal of Advertising Research, 20(April), 7-16.
다음 페이지로