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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
1994
1
1999
1
204). 이처럼 상당수의 연구에서는 퍼블리시티의
1
Hallahan
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Jo
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Reid
1
경우에 따라서는 광고와 퍼블리시티의 효과가 큰 차이가 없다는...
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