장기기증 촉진을 위한 설득 커뮤니케이션 전략 분석 = 메시지 제시 형태(광고 대 퍼블리시티)와 프레이밍을 중심으로

목차 (Table of Contents)

• 초록
• 1. 서론 및 문제제기
• 2. 문헌연구
• 3. 연구문제의 설정
• 4. 연구방법
• 5. 연구결과
• 6. 결론 및 논의
• 참고문헌
• ABSTRACT

참고문헌 (Reference)

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3 최은택, "장기이식 대기기간 평균 1155일… 신장 5년 넘어"

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5 김경민, "메시지 프레이밍 효과에 영향을 미치는 정보처리유형과 평가모드에 관한 연구" 대한경영학회 25 (25): 1105-1122, 2012

6 이상빈, "마케팅, 광고 척도 핸드북Ⅱ" 학지사 2009

7 황보 혜민, "뇌사자 가족의 장기기증 동의에 영향을 미치는 요인 조사 연구" 서울대학교 보건대학원 2004

8 강미선, "기사체광고의 실태와 개선방안: 설문조사,내용분석, 해외 사례연구의 통합 적용" 한국광고홍보학회 5 (5): 1-41, 2003

9 이현선, "광고와 퍼블리시티의 효과 차이에 관한 연구: 소비자 인지욕구 수준과 측정시기를 중심으로" 한국광고학회 20 (20): 213-236, 2009

10 윤각, "광고와 퍼블리시티 간 효과 차이와 두 커뮤니케이션 도구의 결합 효과 : 소비자 관여도를 중심으로" 한국광고학회 21 (21): 29-42, 2010

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13 김재휘, "건강예방행동 촉진을 위한 커뮤니케이션 전략: 메시지 프레이밍과 시점-간 선택에서의 근시안적 편향을 중심으로" 한국광고학회 22 (22): 111-133, 2011

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