Thesis (Ph. D.)--University of Wisconsin--Madison, 1964. / Typescript. Vita. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references.

Thesis (Ph. D.)--University of Wisconsin--Madison, 1967. / Vita. Typescript. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references.

Thesis (M.S.)--University of Wisconsin--Madison, 1966. / eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references.

Thesis (Ph. D.)--University of Wisconsin--Madison, 1982. / Typescript. Vita. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves 318-328).

Thesis (M.S.)--University of Wisconsin--Madison, 1961. / Typescript. eContent provider-neutral record in process. Description based on print version record. Includes bibliographical references (leaves 119-122).

Thesis (Ph.D.)--University of Nebraska-Lincoln, 2007. / Title from title screen (site viewed Aug. 2, 2007). PDF text: v, 148 p. UMI publication number: AAT 3252446. Includes bibliographical references. Also available in microfilm and microfiche formats.

Most theories of promotion deal almost exclusively with behavioral parameters, and only superficially with the all-important action component. There have been few prior studies examining the sales effects of advertising. The major purpose of this thesis is to analyze the association between a number of advertising variables and the weekly sales volume of an automobile dealership. A corollary objective is to ascertain the role of average price and distance as related to sales. Relationships are tested by a multiple regression analysis on empirical data. Among the more important findings are: 1) Weekly Sales Dollars=-42.78 + .01 Dealer's Newspaper Lineage t-l + .47 Average Distance + 39.47 Average Price. N=51, R²=.40, F=10.97 2) Weekly Sales Dollars=-34.31 + .01 Dealer's Newspaper Lineage t-l + 39.51 Average Price. N=51, R²=.39, F=15.81 Both equations were significant at the .001 level. Regression estimates indicate that the dealer's newspaper advertising, average price of the automobile and distance travelled by consumers are related to weekly sales. The study is unable to conclude whether the retailer's broadcasting expenditures or the manufacturer's local advertising outlays are significant sales determinants. / Business, Sauder School of / Graduate

A major concern among advertisers and media managers is the measurement of net audience coverage achieved by an advertising campaign over time and across combinations of publications. Measures of audience exposure for combinations of publications have been shown to be more accurate when based on audience segments associated with each publication than when based on aggregate exposure to all the publications in the group. This thesis argues that the concept of duplication among audience segments associated with a combination of individual publications is equally applicable to the segments associated with the sections of a single publication. Accordingly, it is the objective of this thesis to demonstrate that audience measures based on audience segments associated with sections of a publication are superior to those measures based on aggregate exposure to that publication. The fundamental measures of audience exposure are un-duplicated audience or net reach, duplicated audience and average frequency of exposure. The relationships among these measures were developed in a theoretical model of intersection duplication. The model was then applied to data drawn from a recent study on a major Canadian newspaper. As any application of the segmented audience concept depends on a simple and accurate method of estimating net reach for a combination of sections, considerable effort was expended to describe recent research concerning estimation of net reach for combinations of publications and to relate such research to the objectives of this thesis. It was concluded that segmented audience data are superior to aggregate data as a basis for audience measurement, and therefore, an advertiser must evaluate, according to advertising objectives, the placement of his advertisements and the inherent trade-off between net reach and frequency for a given advertising campaign. The paper closes with some suggestions for further study. / Business, Sauder School of / Graduate

In China, advertisements posted by online influencers on social media platforms have become a new trend of marketing. Through the lenses of art-infusion theory and the entertainment overcoming resistance model, this study focuses on a specific advertisement posted by a Chinese online influencer and explores whether this advertisement appeals to Chinese young people and why. Five focus group sessions were conducted with 29 Asian college students to explore the impact of artwork in advertising on participants' attitudes toward the ad and the advertised product. The results showed that 1) participants' attitudes toward the ad were affected by the presence of artwork, and 2) entertainment features such as narrative structure and liking of the author contributed to overcoming resistance to advertising. The findings of the study suggest practical implications for advertising professionals as well as art promoters. / Master of Arts / Mengzhe Gu, as one of the most popular online influencers with over one million followers on Chinese social media, applies a special advertising tactic in his blog advertisement: he associates background stories of artists or paintings with advertised products. Despite the popularity of these ads, researchers have not yet investigated the effectiveness of these ads or explored the reason why these ads appeal to the audience. This paper thus aims to explore whether Gu’s advertisement appeals to people and why. We conducted five focus group sessions to discuss the impact of artwork and entertainment features in Gu’s advertising with 29 Chinese students. The results showed that 1) participants’ attitudes toward the ad were affected by the presence of artwork, and 2) entertainment features such as narrative structure and liking of the author contributed to overcoming resistance to advertising.

Inaug.-Diss.--Basel. / Vita. "Erscheint zugleich als Heft Nr. 7 in den Basler Betriebswirtschaftlichen Studien." Bibliography: p. 100-101.