| Reference: | 一、中文部分
王德林 (民92)，廣告投入與創意手法對銷售影響之研究，國立政治大學企研所碩士論文。
台灣尼爾森行銷研究顧問股份有限公司 (民92)，台灣市場總覽 Market information digest Taiwan，台北 : 台灣尼爾森行銷研究顧問。
台灣尼爾森行銷研究顧問股份有限公司 (民93)，台灣市場總覽 Market information digest Taiwan，台北 : 台灣尼爾森行銷研究顧問。
余主惠（民90），廠商行銷投入對品牌權益影響長期觀點之研究，國立政治大學企研所碩士論文。
林育則（民90），廣告效果測試研究，國立政治大學企研所碩士論文。
東方消費者行銷資料庫(EICP)
美國行銷協會( American Marketing Association ) ，http:// www.ama.org.com
范莎莉 (民73)，廣告短期銷售效果-清潔劑之實證，私立淡江大學管理科學研究所管理經濟組碩士論文。
陳君實 (民71)，汽水市場廣告費用與市場佔有率之研究，國立政治大學企研所碩士論文。
黃昭泰 (民90)，實用廣告學，初版，新形象出版事業有限公司。
郭崑謨 (民80)，行銷管理，台北 : 三民。
蔡宗仁 (民83)，廣告支出會計理論與問題之研究，國立政治大學會計研究所碩士論文。
潤利廣告有限公司，http://www.rainmaker.com.tw/
樊志育（民79），廣告效果研究，初版，台北：三民。
樊志育（民88），廣告效果測定技術，台北：三民。
樊志育（民85），廣告學，初版，台北：三民。
謝月香 (民89)，無形資產，國立成功大學會計研究所碩士論文。
二、英文部分
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