BPL 기법에 대한 설득 지식의 정도와 영화 선호도가 BPL 브랜드의 재인과 태도에 미치는 영향

목차 (Table of Contents)

• 1. 서론
• 2. 문헌연구와 연구가설
• 3. 연구 방법
• 4. 연구 결과
• 5. 논의와 한계점
• 참고문헌
• Abstract

참고문헌 (Reference)

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2 남경태, "텔레비전 드라마 BPL에 대한 소비자들의 태도와 관련성이 있는 요인들에 관한 연구" 한국언론학회 54 (54): 228-254, 2010

3 안보섭, "키즈마켓에서 아동의 구매유형에 따른 Marketing PR(MPR)의 효과연구" 한국광고홍보학회 12 (12): 143-181, 2010

4 이유재, "제품배치(PPL)가 소비자의 브랜드 회상과 태도에 미치는 영향 : 관여도와 PPL관련 사전정보 인지여부의 조절적 역할" 한국광고학회 15 (15): 91-112, 2004

5 서춘연, "영화속 제품배치(PPL)와 퍼블리시티의 시너지 효과에 대한 한국과 중국 소비자의 비교" 한국방송광고공사 (73) : 81-104, 2006

6 남경태, "영화 속 BPL이 단기기억과 장기기억에 미치는 효과" 한국커뮤니케이션학회 18 (18): 165-193, 2010

7 남경태, "내용분석을 이용한 영화 속 BPL 연구 : 장르와 시기에 따른 차이" 한국광고홍보학회 11 (11): 167-204, 2009

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32 남경태, "BPL에 대한 대학생들의 경험과 이해 : 근거이론 접근법을 이용하여" 한국언론학회 52 (52): 367-398, 2008

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