광고 창의성 측정을 위한 척도개발과 타당성 검증

목차 (Table of Contents)

• 1. 연구의 필요성
• 2. 이론적 배경
• 1) 광고 창의성의 평가준거
• 2) 광고 창의성 측정 척도개발 연구
• 3. 연구방법
• 1) 구성개념 범위의 구체화
• 2) 항목 표본 개발
• 3) 초기항목 자료수집
• 4) 측정 항목의 정화
• 5) 일차 자료수집
• 6) 이차 자료수집
• 7) 신뢰도 평가
• 8) 타당도 평가
• 9) 표준 척도의 개발
• 4. 연구결과
• 1) 일차자료 탐색적 요인분석 결과
• 2) 이차자료 탐색적 요인분석 결과
• 3) 신뢰도 검증
• 4) 타당도 검증
• 5) 광고 창의성의 판별력
• 5. 결론 및 논의
• 참고문헌
• 영문초록

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69 제일기획, "2004 광고연감" 제일기획 2004