2Charnes A, Cooper W W, Rhodes E. Measuring the efficiency of decision making units[J]. European Journal of Opera tional Research, 1978,2 (6): 429～444.
3Clarke. D. G. Econometric Measurement of the Duration of Advertising Effect on Sale [J]. Journal of Marketing Research, 1976(13): 345-357.
4Hirschey.M. and Weygandt.J., 1985, Amortization Policy for Advertising and Research and Development Expenditures, Jour- nal of Accounting Research, 23(1):326-335.
5Comanor, W. S. and Wilson, T. A., 1967, Advertising, Market Structure and Performance, Review of Economics and Statisties, 49(11).
6Picconi and Mario J, 1977, A Reconsideration of the Recognition of Advertising Assets on Financial Statements, Journal of Accounting Research, 15(2).
7Frieder L and Subrahrnanyam, 2005, A.Brand Perceptions and the Market for Common Stock, Journal of Financial and Quantitative Analysis, 40(1):57-85.
8Grullon Gustavo, George Kanatas and James P Weston, 2004, Advertising, Breadth of Ownership and Liquidity. Review of Financial Studies, 17:439-461.
9Barber Brad M and Terrance Odean, 2008, All that Glitters: The Effect of Attention and News on the Buying Behavior of Individual and Institutional Investors. Review of Financial Studies, 21 (2): 785-818.
10Hart O, Shleifer A and Vishny R W, 1997, The proper Scope of Government: Theory and Application to Prisons. Quarter- ly Journal Economics, 112(4): 1127-1161.
