| Reference: | 中文部份：
1.王德馨著，廣告學，台北：三民書局，民國68年10月三版。
2.王德馨，江顯新合著，市場學，台北；三民書局，民國67年修訂再版。
3.陳定國編著，現代行銷學：行銷管理之理論基礎，上下二册，台北：華泰書局，民國69年修訂再版。
4.許士軍著，管理學，台北：東華書局，民國71年3月二版。
5.黃俊英主編，行銷企劃應用策略專輯，台北：大世紀出版事業有限公司，民國70年4月初版。
6.樊志育編著，廣告學，台北：三民書局，民國71年8月三版。
7.謝安田著，企業研究方法，台北：水牛出版社，民國68年初版。
8. Burton, Philip Ward., Miller, Robert J. (Advertising Fundmentals :1982)．黃慧貞編譯，顏伯勤校閱，廣告學：理論與實務，台北：桂冠圖書公司，民國72年初版。
9. Kotler, Philip. (Marketing : Analysis, Planning, and Control :1980)，高熊飛編譯，行銷管理：分析、規劃與控制。台北：華泰書局，民國69年初版。
10. Webber , Ross A . ( Management : Basic Elements of Managing organizations ），吳思華，林志洪，湯明哲等合譯，司徒達賢校訂，組織理論與管理，台北：長橋出版社，民國70年7月三版。
英文部份：
1. Bogart, Leo. "Is all This advertising Necessary, " Journal of Marketing Research, Vol. 18, October, 1978.
2. Cohen, Dorothy. Advertising. New York: John Wiley & Son., 1972.
3. Colley, Russel H. ed. Practital Guides and Modern Practices for Better Advertising Management. New York: Association of National Advertisers, 1968.
4. Dean, Joel. "Does Advertising Belong in the Copital Budget?. " Journal of Marketing, Vo1. 30, Octber, 1966.
5. Dhalla, Nairmank. "How to set Advertising Budgets. "Journal of Marketing Research, Vol. 17, October 1977.
6. Dhalla, Nairmank. "Short-term Forecasts of Advertising Expenditures. " Jourmal of Marketing Research, Vol. 19, Feburary, 1979.
8. Engel, James, F., Warshaw, Martin R., Kinnear, Thomas C. Promotional Strategy: Managing the Marketing Communications Process. Homewood: Richard D. Irwin, 1979
9. Faison, Edmund W. J. Advertising: A Behavioral Approach for Managers. New York: John Wiley & Sons, 1980.
10. Fox, Edword. J., Wheathey, Edword W. Modern Marketing: Principles and Peactices. Glenview: Scotl, Foresman and Co., 1978.
11. Frey, albert W., Halterman, Jean C. Advertising. New York: The Ponald Press Co., 1970.
12. Fulmer, Robert M. "How Should Advertising and sales Promotion Funds be allocated?. "Journal of Marekting, Vol. 31, October 1967.
13. Gilson, Christopher, Berkman, Harold W. Advertising: Concepts and Strategies. New York: Random House, 1980.
14. Gwinner, Robert F.: S. W. Brown; A. J. Hagan; L. L. Ostrom; K. L. Rowe; J. L. Schlacter; A.H. Schmidt; and D. L. Shrock. Marketing: An Environmental Perspective. New York: West Publishing Co., 1977.
15. Mandell, Mavrice I. Advertising. Englewood Cliffs: Prentice-Hall, 1968.
16. Markin, Rom J. Marketing. New York: John Wiley & Sons, 1979.
17. Nylen, David W. Advertising: Planning, Implementation, and Control. Cincinnati: South-Western Publishing Co. , 1975.
18. Pobin, Donald P. Marketing. New York: Harper & Row, 1978.
19. Sedding, Nugent, Lessler, Richard S. Advertising Management. New York: The Ronald Press Co., 1962.
20. Wright, John S., Warner, Daniel S., Winter, Willis L. Jr. Advertising. New York: McGraw- Hill, 1971. |
