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광고 형태의 메시지와 퍼블리시티 형태의 메시지가 소비자의 태도변화에 미치는 영향력에 대한 연구: 제품에 대한 관여도 (Involvement)를 중심으로
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정만수;
유종숙
;
조삼섭
Article
Issue Date
2007
Citation
광고학연구, v.18, no.3, pp 29 - 51
Publisher
한국광고학회
1
Discover
Author
Yoo, Jong Sook
1
Subject
& Wilet
1
1999
1
204). 이처럼 상당수의 연구에서는 퍼블리시티의
1
Jo
1
Pokrywcnznski
1
Reid
1
경우에 따라서는 광고와 퍼블리시티의 효과가 큰 차이가 없다는...
1
메시지 형태
1
상품 관여도
1
태도 변화.30 라고 보여진다.그러나 메시지 전달효과에 있어...
1
.
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Date Issued
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