| Reference: | 一、中文部份
1.玉石番(78) ，傳播內容分析法一理論與實證，初版，台北:幼獅文化事業股份有限公司。
2.Don E. Schultz` 林隆儀、羅文坤、鄭英傑合譯(79) ，產主策略精論，三版，台北:超越企管顧問股份有限公司。
3.陳銘慧(80)「中美兩國印刷廣告訴求之比較研究」，台北:政治大學國際貿易研究所碩士論文，八十年六月。
4.閔建蜀、游漢明編著(68) ，市場研究:基本方法，初版，香港:中文大學出版社。
5.楊孝瀠(71) ，傳播研究與統計學，初版，台北:台灣商務印書館股份有限公司。
6.Philip Kotler，賴鑫奎、周茂柏譯(75) ，行銷管理一分析、規劃與控制，初版，台北:曉園出版社。
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二、英文部份
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14. Lambin}Jean-Jacques(1975),"What Is the Real Impact of Advertising",Harvard Business Review May-June,pp 139-147.
15 . Laurent, Gilles &Kapferer , Jean-Noel ( 1985) , " Consumer Involvement Prefiles:A New Practical Approach to Consumer Involvement",Journal of Advertising Rasearch 25(December),pp 48-56.
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19. Mueller,Barbara(1991),` An Analysis of Information Content in Standardized vs. Specialized Muitinational Advertisrment",Journal of International Business Studies ,First Quarter,pp23-39.
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21. Rothschild ,Michael L. (1987) ,Advertising, Taipei :Hwa Tai Book Co ..
22. Sandage,C.H.&Fryburge,Vernon(1971),Advertising Theory and Practice,8th ed.,Homewood Ill .:R.D.Irwin.
23. Simon,Julian L.(1971),The Management of Advertising , Englewood Cliffs,NJ:Prentice-Hall.
24. Stern,Bruce L. ,Krugman,Dean M.&Resnik,Alan(1981),"Magazine Advertising:An Analysis of Its Information Content",Journal of Advertising Radearch 21(April), pp39-44.
25. Stern,Bruce L.& Resnik,Alan(1977),"An Analysis of Information Content in Television Advertising", Journal of Market i ng (January),pp 50-53.
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27. Weinberger,Marc G.&Spotts,Harlan E.(1989), "A Situational View of Information Content in TV Advertising in the U.S. and U.K.",Journal of Jiarketing 53(January), pp89-94.
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29. Zaichkowsky,Judith L.(1986),"Conceptualizing Involvement ",Journal of Advertising 15(2),pp4-14. |
