2Philip Kotler, Gary Armstrong. Principles of Marketing[M]. Beijing: Prentice Hall, Tsinghua Press, 2001:556-557.
3Lavidge Robert J, Gary A Steiner. A Model for Predictive Measurements of Advertising Effectiveness[J]. Journal of Marketing, 1961,25 (October):59-62.
4Scott B MacKenzie, Richard J Lutz. An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context[J]. Journal of Marketing, 1989,53 (April): 48-65.
5Andrew A Mitchell. The Effect of Verbal and Visual Components of Advertisements on Brand Attitudes and Attitude Toward the Advertisement [J]. Journal of Consumer Research, 1986,13(1): 12-24.
6C Whan Park, S Mark Young. Consumer Response to Television Commercials:The Impact of Involvement and Background Music on Brand Attitude Formation [J]. Journal of Marketing Research, 1986,23(1):11 -24.
7Michael A Kamins. An Investigation into the " Matchup " Hypothesis in Celebrity Advertising: When Beauty May be Only Skin Deep [J]. Journal of Advertising, 1990,19 (Winter):4 - 13.
8Michael A Kamins, Meribeth J Brand, etc. Two-Sided Versus One-sided Celebrity Endorsements:The Impact on Advertising Effectiveness and Credibility [J]. Journal of Advertising, 1989,18(2):4 - 10.
9Jae W Hong, Aydin Muderrisoglu, George M Zinkhan.Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and US Magazine Advertising[J]. Journal of Advertising, 1987,16(1):55-62.
10Yong Zhang, James P Neelankavil. The Influence of Culture on Advertising Effectiveness in China and USA : A Cross-cultural Study [J]. European Journal of Marketing, 1997,31 (2): 134-149.
9Marie-Jos Montpetit, Natalie Klym, Emmanuel Blain . The Future of Mobile TV:When MobileTV Meets the Internet and Social Networking [ J ]. Human-Computer Interaction Series.