 |
참고문헌
김상봉(2000). 주부잡지의 광고효과에 관한 연구. 연세대학교 석사학위논문. 김상훈(1991). 15초 TV광고 효과에 관한 실험적 연구. 광고 연구, 여름호. 271-294. 김선자(1997). 신문광고의 주목률 분석-주목률에 영향을 미치는 광고 매체적요인들을 중심으로-, 중앙대학교 대학원 신문학과, 석사학위논문. 엘지에드 마케팅연구실(1990). 여성잡지 광고를 중심으로 한 광고효과조사 사례. 12-15. 김진연(1998). 잡지에서의 클러터가 광고효과에 미치는 영향. 중앙대 대학원 석사학위논문. 이학식, 안광호, 하영원(2001). 소비자행동: 마케팅 전략적 접근. 법문사. 임종원, 김재일, 홍성태, 이유재(1997). 소비자 행동론. 경문사. 조정식, 김진연(1999). 광고의 혼잡효과와 광고재인: 잡지광고를 중심으로. 광고학연구, 제10권 3호. 89-103. Aaker, D. A., & R. Batra., & J. G. Myers(1992). Advertising Management, Prentice-Hall, 397-398. Bogart, L., & C. Lehman(1983). The Case of the 30-Second Commercial, Journal of Advertising Research, 23(1), Feb/March, 11-19. Brown, T. J., & M. L. Rothschild(1993). Reassessing the Impact of Television Advertising Clutter, Journal of Consumer Research, 20, 138-146. Burke, R. R., & T. K. Srull(1988). Competitive Interference and Comsumer Memory for Advertising, Journal of Consumer Research, 15, June, 55-68. Elliott, M. T., & P. S. Speck(1998). Consumer Perceptions of Advertising Clutter and Its Impact Across Various Media, Journal of Advertising Research, Jan/Feb, 29-42. Ha, L.(1996). Observations: Advertising Clutter in Consumer Magazines: Dimension and Effects, Journal of Advertising Research, 76-84. Hanssens, D. M., & B. A. Weitz(1980). The Eff-ectiveness of Industrial Print Advertisem-ent Across Product Categories, Journal of Marketing Research, August, 294-306. Jacob, J., & D. E. Speller, & C. A. Kohn(1974). Brand Choice Behavior as a Function of Information Load, Journal of Marketing Research, 11, 63-69. Johnson, R. L., & C. J. Cobb-Walgren(1994). Aging and the Problem of Television Clutter, Journal of Advertising Research, July/Aug, 54-62. Keller, K. L.(1987). Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations, Journal of Consumer Research, 14, Dec. 316-333. Keller, K. L.(1991). Memory and Evaluation Effects in Competitive Advertising Environments, Journal of Consumer Research, 17, March. 463-476. Kent, R. J., & C. T. Allen(1994). Competitive Interference Effects in Comsumer Memory for Advertising : The Role of Brand Familiarity, Journal of Marketing, 58, July, 97-105. MacLachlan, J. & M. H. Siegel(1980). Reducing the Costs of TV Commercials Use of Time Compressions, Journal of Marketing Research, Feb, 52-57. Mord, M. S., & E. Gilson(1985). Shorter Units: Risk-Responsibility-Reward, Journal of Advertising Research, 25(4), Aug/Sept, 9-19. Piters, R. G. M., & T. H. Bijmolt(1997). Consumer Memory for Television Advertising: A Field Study of Duration, Serial Position, and Competition Effects, Journal of Consumer Research, 23, March. 362-372. Unnava, H. R., & D. Sirdeshmukh(1994). Reducing Competitive Ad Interference, Journal of Marketing Research, 31, Aug, 403-411. Webb, P. H., & M. L. Ray(1979). Effects of TV Clutter, Journal of Advertising Research, 19(3), June, 7-12. Webb, P. H., & M. L. Ray(1979). Consumer Initial Processing in a Difficult Media Environment, Journal of Consumer Research, 6, Dec. 225-230. |
 |
 |
 |
 |