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제품유형과 메시지유형에 따른 커뮤니케이션 효과 차이
도가흰;
박범순
Article
Issue Date
2013
Citation
광고연구, no.97, pp.5 - 38
Publisher
한국광고홍보학회
제품유형과 제시유형에 따른 웹툰 PPL 효과 연구
조윤진;
박범순
Article
Issue Date
2018
Citation
한국콘텐츠학회 논문지, v.18, no.2, pp.37 - 46
Publisher
한국콘텐츠학회
광고가 표현하는 브랜드 개성과 소비자가 인식하는브랜드 개성의 일치성연구: 제품유형별 최초 시장 진입브랜드의 광고를 중심으로
박범순
Article
Issue Date
2010
Citation
한국광고홍보학보, v.12, no.1, pp.156 - 184
Publisher
한국광고홍보학회
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advertising
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brand personality
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FCB Grid model
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personality in ad
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