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°­°©·æ.(1997). ¹æ¼Û±¤°í »ê¾÷ÀÇ ±¸Á¶Àû Ư¼º¿¡ ´ëÇÑ ±¤°íÀÎÀÇ Åµµ¿¡ °üÇÑ ¿¬±¸: ºÎ»êÁö¿ª ±¤°íÁÖ ¹× ±¤°í´ëÇà»ç Á¾»çÀÚµéÀ» Áß½ÉÀ¸·Î. µ¿¾Æ´ëÇб³ ¾ð·ÐÈ«º¸´ëÇпø ¼®»çÇÐÀ§³í¹®.

±è³²±Ý.(1996). Áö¹æ±¤°íȸ»ç¿¡ ´ëÇÑ ±¤°íÁÖÀÇ Åµµ¿¬±¸: ±¤ÁÖ · ´ë±¸Áö¿ªÀ» Áß½ÉÀ¸·Î. Áß¾Ó´ëÇб³ ½Å¹®¹æ¼Û´ëÇпø ¼®»çÇÐÀ§³í¹®.

±è¹Î±â.(2000). ±¤°íÁÖ-±¤°íȸ»ç »óÈ£Æò°¡½Ã½ºÅÛ µµÀÔ¿¡ °üÇÑ ¿¬±¸. ¡º±¤°í¿¬±¸¡», Á¦48È£, 165-194.

±èÇö.(2003). ºÎ»êÀÇ CFÁ¦ÀÛȯ°æ¿¡ °üÇÑ ¹®Á¦Á¡°ú ÇØ°á ¹æ¾È. µ¿¼­´ëÇб³ ÁÖÃÖ ¡ºµ¿¼­¹Ìµð¾î¼¾ÅÍ¥± °³¼Ò½Ä ¹× µ¿¼­¿µ»ó»ç¾÷´Ü Ãâ¹ü ±â³ä ¼¼¹Ì³ª¡»ÀÚ·áÁý, 45-56.

¼­»ó¿­.(1989). Áö¹æ±¤°í»ê¾÷ÀÇ ÇöȲ°ú °úÁ¦: ´ë±¸Áö¿ª ±¤°í»ê¾÷À» Áß½ÉÀ¸·Î. Áß¾Ó´ëÇб³ ½Å¹®¹æ¼Û´ëÇпø ¼®»çÇÐÀ§³í¹®.

¾ç¿µÁ¾.(2001). ±¤ÁÖ · Àü³²Áö¿ª ±¤°í½ÃÀåÀÇ ÇöȲ°ú ¹®Á¦Á¡. ¡º±¤°íÁ¤º¸¡», 7¿ùÈ£, 9-15.

¿Àâȣ.(1998). ±¤°íÁÖ¿Í ±¤°íȸ»ç°£ÀÇ °ü°èÀ¯Çü ºÐ¼® ¹× ¹Ù¶÷Á÷ÇÑ °ü°èÁ¤¸³À» À§ÇÑ ¿¬±¸. Çѱ¹±¤°í¾÷Çùȸ.

À̵ÎÈñ, ±è¿ë¿í.(1992). ±¤°í´ëÇà»ç¿Í ±¤°íÁÖÀÇ °ü°è¿¡ ´ëÇÑ ½ÇÁõÀû ¿¬±¸. ¡º±¤°íÇבּ¸¡», Á¦3±Ç Á¦1È£, 7-22.

ÀÌ»óºó.(1998). ±¤°íÁÖÀÇ ÇöȲ, ¹®Á¦ ¹× °úÁ¦. ¡º±¤°íÇבּ¸¡», Á¦9±Ç Á¦1È£, 145-208.

ÀÌÀçÇö.(2003). ±¤°íÁÖ¿Í ±¤°í´ëÇà»ç ¼±Åà · Æò°¡ · ±³Ã¼¿äÀο¡ ´ëÇÑ ÀνÄÂ÷ÀÌ¿¡ °üÇÑ ¿¬±¸. ºÎ»ê´ëÇб³ °æ¿µ´ëÇпø ¼®»çÇÐÀ§³í¹®.

ÀÌö.(2002). Áö¹æ TV±¤°í¿¡ ´ëÇÑ ±¤°íÁÖÀÇ Åµµ¿¬±¸. Áß¾Ó´ëÇб³ ½Å¹®¹æ¼Û´ëÇпø ¼®»çÇÐÀ§³í¹®.

ÀÓ±¤ÇØ.(1997). ±¤°íÁÖÀÇ ±¤°í´ëÇà»ç ¸¸Á·µµ¿¡ °üÇÑ ½ÇÁõÀû ¿¬±¸. ¡º°æ¿µ¿¬±¸¡», Á¦21±Ç Á¦1È£, 145-173.

Á¤°ÉÁø.(1994). Áö¿ª¹æ¼Û±¤°í»ê¾÷°ú ±¤°íÀÎÀÇ ÀǽÄ. ¡º¾ð·Ð¹®È­¡», Á¦2Áý, 77-90.

Á¤°ÉÁø.(2001). ¹Ìµð¾îȯ°æÀÇ º¯È­¿Í Áö¹æ±¤°í»ê¾÷: ±× ÇöȲÀÇ °³¼±Á¡ ¹× °³¼±¹æ¾ÈÀ» Áß½ÉÀ¸·Î. ¡º¾ð·Ð°úÇבּ¸¡», Á¦1±Ç Á¦3È£, 171-204.

ÃÖº´·®, ¹Ú±Ù¼­.(2003). Áö¿ª±¤°í»ê¾÷ÀÇ ÇöȲ°ú °úÁ¦. ¡º±¤°íȯ°æÀÇ º¯È­¿Í ±¤°í»ê¾÷ÀÇ °æÀï·Â¡», ´ë±¸°æºÏ ¾ð·ÐÇÐȸ <ÀïÁ¡°ú Åä·Ð> ¼¼¹Ì³ª ÀÚ·áÁý, 9¿ù 25ÀÏ.

ÃÖÀ±½Ä.(2002). µðÁöÅнôë Áö¿ª±¤°í½ÃÀåÀÇ È°¼ºÈ­ ¹æÇâ. ¡ºµðÁöÅнôë Áö¿ª¾ð·ÐÀÇ ³ª¾Æ°¥ ±æ¡», ºÎ»ê°æ³²¾ð·ÐÇÐȸ ÁÖ°ü <ÀïÁ¡°ú Åä·Ð> ¼¼¹Ì³ª ÀÚ·áÁý, 47-65.

È«Àç¿í.(1999). ±¤°íȸ»ç-±¤°íÁÖ °ü°è¿¡ °üÇÑ ¿¬±¸: ±¤°íȸ»ç ¼±Á¤±âÁØ ¹× ±¤°íȸ»ç ¸¸Á·µµ¸¦ Áß½ÉÀ¸·Î. ¡º±¤°íÇבּ¸¡», Á¦10±Ç Á¦3È£, 7-29.

Ȳº´ÀÏ.(1992). ±¤°í´ëÇà»ç ¼±Åà ¿äÀο¡ °üÇÑ ¿¬±¸. ¡º±¤°í¿¬±¸¡», Á¦16È£, 145-158.

Ȳâ±Ô, ÀÓ±¤ÇØ.(1998). ±¤°íÁÖ-´ëÇà»çÀÇ °ü°èÈ­¿äÀο¡ °üÇÑ ¿¬±¸. ¡º±¤°í¿¬±¸¡», Á¦40È£, 75-100.

Cagley, J. W.(1986). A Comparison of Advertising Agency Selection Factor: Advertiser and Agency Perception. Journal of Advertising Research, Vol. 26(3), 39-44.

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