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성별과 관여도에 따른 옥외광고의 커뮤니케이션 효과

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참고문헌

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주제분류신문방송학

참고문헌 (22)

  1. 고대웅, "97 광고산업발전대책보고서", 11(3), pp.71~72 (1997), 한국광고단체연합회
  2. 박상연, "옥외광고의 효과에 관한 연구", M, 신문방송학과, pp.1996
  3. 박찬욱, "관여도와 제품지식의 상관관계에 관한 연구: 제품유형과 제품지식 측정 방법의 조정적 역할을 중심으로", 소비자연구, 11(1), pp.75~98 (2000)
  4. 박희랑, "광고 크리에이티브 단서로서 로맨틱 표현의 강도와 성별에 따른 Aad", 광고학연구, 15(5), pp.7~27 (2004)
  5. 오두범, "광고학원론" (1998), 전예원
  6. 이문규, "소비자 행동의 이해" (2001), 법문사
  7. 이상빈, "마케팅 광고척도 핸드북" (2000), 학지사
  8. Bellizzi, J. A, "Gender positioning of a traditionally male-dominant product", Journal of Advertising Research, 31, pp.72~79 (1991)
  9. Bhargava, M, "Outdoor Advertising: Research Agenda for an Unresearched Area", Uiversity of Alberta at Edmonton, 42(4), pp.73~93 (1991)
  10. Chamblee, R, "When copy complexity can help ad readership", Journal of Advertising Research, 33, pp.23~28 (1993)
  11. Hirschman, E. C, "Motivations underlying marketing information acquisition and knowledge transfer", Journal of Advertising, 11(3), pp.25~31 (1982)
  12. King, K. W, "The perceived informativeness of national and retail advertising", Current Issues and Research in Advertising, 10(1), pp.173~197 (1987)
  13. Lenney, E, "Sex differences in self-confidence: The influence of comparison to others ability level. Sex Roles", Journal of Advertising Research, 9, pp.925~942 (1983)
  14. Loudon, D. L, "Consumer behavior: Concept and applications (3rd.)" (1988), New York: McGraw-Hill Book
  15. Maloney, J. C, "Curiosity vs. disbelief in advertising", Journal of Advertising Research, 2(2), pp.1~8 (1962)
  16. Meyers-Levy, J, "Exploring the differences in males' and females' processing strategies", Journal of Consumer Research, 18, pp.63~70 (1991)
  17. Meyers-Levy, J, "Gender differences in the use of message cues and judgements", Journal of Marketing Research, 28, pp.84~91 (1991)
  18. Mukesh, B, "Improving the effectiveness of outdoor advertising: Lessons from a study of 282 campaigns", Journal of Advertising Research, 34(2), pp.46~55 (1994)
  19. Nielfeld, J, "Which medium sold more flowers", Media, 1960, 97~100
  20. Rosenberg, M, "Outdoor advertising" (1990), New York: Polity Press
  21. Russell, J. T, "Kleppner’s advertising Procedure" (1986), New York: Prentice Hall Inc.
  22. Tinkham, S. F, "Billboard advertising effects in a field setting: Brand and advertising recall", American Academy of Advertising, 24(3), pp.34~48 (1983)

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