Chapter II References

Unpublished Undergraduate Thesis

Campos, C. N. (1997). The relationship between exposure to the different strategies used by
            Jollibee and McDonalds and the preference and buying behavior of children.
            Unpublished  Undergraduate Thesis, University of the Philippines Cebu College.  

Enoc, D. (1999). Exposure to Jollibee and Mcdonald’s advertisements and the perception of
          the fourth year students of Cebu City National Science High School towards Filipino        
          values.
           Unpublished  Undergraduate Thesis, University of the Philippines Cebu College.  

Guzman, L. T. (1983). An analytical study of the Philippine Board of Advertising: its roles in
          the status of advertising censorship in the Philippine television. Unpublished             Undergraduate   Thesis, University of the Philippines  Institute of Mass Communication.

Books

  A.  Print

Arens, W. (2006). Contemporary Advertising. United States of America : McGraw-Hill, Inc.

Dyer, G. (1982). Advertising as communication. United States of America: Methven & Co., pp.
            86-108.

Hepner, H. W. (1893). Advertising- creative communication with consumers. United States of
            America:  McGraw-Hill, Inc., pp.13-15.

Norris, J. S. (1990). Advertising. United States of America: Prentice-Hall Inc., pp.231-255.

Sandage, C. H. ,& Fryburger, V. (1963). Advertising theory and practice. United States of
            America: Business Publication, Inc., pp. 84-111.

Teodoro, L. & Kabatay, R. (2006). Mass media laws and regulations in the Philippines.
            Caloocan  City, Philippines: Philippine Graphic Arts, Inc., (3) p.471.

Wells, W., Burnett, J., & Moriarty, S. (1995). Advertising principles and practice. United
            States of America: Prentice-Hall, Inc., (3) pp.57-58.

  B. Electronic

Yeshin, T. (2006). Advertising. London: Thomson Learning, p. 229. Retrieved from
             http://books.google.com/books?id=sV_fJN4RtJcC&pg=RA2-PA229&lpg=RA2PA

            229&dq=commercial+effectiveness+message+strategy&source=bl&ots=isWeihJLr_&
            sig=Sg7sA6g1n43EOu2MeJTRCOhhqjA&hl=fil&ei=WSouTq3iB8zPmAW47r1T&sa=
            X&oi=book_result&ct=result&resnum=4&ved=0CC4Q6AEwAw#v=onepage&
            q=commercial%20effectiveness%20message%20strategy&f=false

Periodicals

I.  Journals

 
   A. Print

David, J. (1989). Ethics (rather than aesthetics) First. Philippines Communication Journal. ,
            2(7),   pp.26-32.

Encanto, G. (1989, September). Media, Toys & violence. Philippines Communication
            Journal. 2(7), pp.1- 9.

Gerhold, P. & McGuire, W. (1966). Basic research and advertising practice: A dialogue. In L.
            Bogart (Ed.), Pychology in media strategy. Chicago, Illinois: American Marketing
            Association, pp.79-80.

B. Electronic

Banwari, M. (1994). Public assessment of TV advertising: faint praise and harsh criticism.
            Journal of Advertising Research. Retrieved from
            http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-
            Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A15352413&
            source=gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

 Buijzen, M. and Valkenburg P. (2007). Parental mediation of undesired advertising
            effects.  Journal of Broadcasting & Electronic Media. Retrieved from
            http://www.entrepreneur.com/tradejournals/article/135180468.html

Heath, R. & Stipp, H. The secret of television's success: emotional content or rational
            information?. Journal of Advertising Research. Retrieved from
            http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-
            Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A254060404&source=
            gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Krueger, D. (2011, July). Ethics and values in advertising: two case studies. Business and
            Society Review. Retrieved from 
            http://find.galegroup.com/gps/infomark.do?&contentSet=IAC
             Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A20941393&source=
            gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Mai, L. & Schoeller, G. (2009). Emotions, attitudes and memorability associated with TV
            commercials. Journal of Direct, Data and Digital Marketing Practice. Retrieved from
            http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-
            Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A205907929&source=
            gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Peterson, R. (1998). The potrayal of children's activities in television commercials: a content
            analysis. Journal of Business Ethics. Retrieved from
            http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-
            Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A53335941&source=
            gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Roberto, B, D’Alessio && Laghi, F. (2009). Discrepancies between parent’s and children’s
            attitudes toward TV advertising. Journal of Genetic Pyschology. Retrieved from
            http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-
            Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A200779324&source=
            gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

Tammo, B., Claassen W., & Brus, B. (1998). Children's understanding of TV advertising: effects
            of age, gender, and parental influence. Journal of Consumer Policy. Retrieved from
            http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-
            Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A21112205&source=
            gale&srcprod=AONE&userGroupName=phdiliman&version=1.0.

Waller, D. (2002). Advertising agency-client attitudes towards ethical issues in political
            advertising. Journal of Business Ethics. Retrieved from
            http://find.galegroup.com/gps/infomark.do?&contentSet=IAC-
            Documents&type=retrieve&tabID=T002&prodId=IPS&docId=A85467362&source=
            gale&srcprod=AONE&userGroupName=phdiliman&version=1.0

II. Articles

Chen, G. (2007). Public School vs. Private School. Retrieved from 
            http://www.publicschoolreview.com/articles/5

Clark, L. B. (2011). Influence on Children Media - History of Media for Children, General
            Considerations, Studies of Media Influence, Domains of Influence,
            Recommendations. Retrieved from:
            http://education.stateuniversity.com/pages/2212/Media-Influence-on-
            Children.html#ixzz1UPqdPMou

Pierce, K. (2007). The Effect of Magazine Advertising on Body Image Disorder Among Young
            Adolescent Girls. Retrieved from http://www.scribd.com/doc/25325017/The-Effect-of-
            Magazine-Advertising-on-Body-Image-Disorder-Among-Young-Adolescent-Girls

United Nations Educational, Scientific and Cultural Organizations. 2009. Secondary Education
            Information Base: Country Profile(Philippines). D. Calderbank and E. Aoyama(Eds.).
            Retrieved from http://www2.unescobkk.org/elib/publications/253_254/Philippines.pdf