매체별 광고노출의 임팩트 차이를 반영한지상파TV, 케이블TV, 온라인 3-Screen 크로스미디어 통합노출효과 및 중복노출 추정 연구
박현수
2018년
' 매체별 광고노출의 임팩트 차이를 반영한지상파TV, 케이블TV, 온라인 3-Screen 크로스미디어 통합노출효과 및 중복노출 추정 연구' 의 참고문헌
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싱글소스 광고매체 가치평가 및 크로스미디어 시청률산출체계 구출방안 연구오세성 [2010]
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분기별 광고비 조사 보고서박원기 [2013]
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방송광고제도 개선방안 연구전범수 [2004]
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민영미디어렙 도입에 따른 중소방송사 지원에 대한 정책적 고찰전종우 [2013]
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매체간 합산 영향력지수 개발 및 활용 방안 연구김남두 [2012]
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광고연감
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광고매체 기획론박현수 [2013]
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Web Commercials & Advertising Hierarchy-of-EffectsBruner, G. C. [2000]
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The shape of the advertising response functionSimon, J. L. [1980]
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The remembering and forgetting of advertisingZielske, H. A. [1959]
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The duplication of viewing law and television media schedule evauationHeaden, R. S. [1979]
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The direct and indirect effects of advertising spending on firm valueJoshi, A. [2010]
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The Effect of Competitive Advertising on Sales for Packaged GoodsDanaher, P. J. [2008]
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Sales response to advertisingHolstius, K. [1990]
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Measuring the net cumulative coverage of a print campaignMetheringham, R. A. [1964]
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Measuring the cumulative net coverage of any combination of mediaHofmans, P. [1966]
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Measures, Methods, and Models in Advertising ResearchStewart, D. W. [1989]
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Managing Advertising and Promotion for Long-Run ProfitabilityKamel, J. [1999]
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Improving the Estimation Procedure for the Beta Binomial TV Exposure ModelRust, R. T. [1981]
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How to Estimate Unduplicated AudienceAgostini, J. M. [1961]
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How leading advertising agencies perceive effective reach and frequencyKreshel, P. J. [1985]
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How TV Advertising Works : A Meta-Analysis of 389 Real World Split Cable TV Advertising ExperimentsLodish, L, M. [1995]
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How Media Directors View Reach/Frequency Estimation : Now and A Decade AgoLeckenby, J. D. [1994]
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How Advertising Affects Sales:Meta-Analysis of Econometric ResultsAssumus, G. [1984]
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Forecasting Advertising Effects using Media Exposure Distribution Models: Some Test Market ResultsLancaster, K. M. [1987]
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박사
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Effective Frequency: The Relationship Between Frequency &Advertising EffectivenessNaples, M. J. [1979]
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Duplication of television viewing between and within channelsGoodhardt, G. J. [1969]
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Defining Advertising Goals for Measured Advertising Results
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An Analysis of Real World TV Advertising Tests: A 15-Year UpdateHu, Y. [2007]
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Advertising stimulus measurement and assessment research: A review of advertising testing methodsLeckenby, J. D. [1983]
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Advertising Media PlanningScissors, J. Z. [1997]
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Advertising Evaluation Using Surrogate Measures for SalesSchreiber, R. J. [1991]
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ADplus: For Multi-media Advertising PlanningLancaster, K. M. [1993]
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A review and critique of the hierarchy of effects in advertisingBarry, T. E. [1990]
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A Model for Predictive Measurement of Advertising EffectsLavidge R. J. [1961]