Service excellence is recognised as a valuable company asset and an ideal way for service organisations to achieve competitive differentiation. For the most part, the fast paced and continuously changing business environment has forced many companies to reconsider service quality as a potent tool to enhance customer relationships, increase employee morale and productivity. However, due to the nature of services, attempts to achieve service quality require ongoing effort and commitment. The research objective was to examine service quality in the South African advertising industry, identify the quality dimensions that are most important to advertisers, rank the dimensions in order of importance and make recommendations thereof. From the literature review, four research questions were identified and answered, through a modified SERVQUAL questionnaire, which was sent via e-mail to 100 marketers in the top 100 companies in terms of media spend. The conclusion was that the advertising industry is not delivering the required service quality to advertisers in terms of their expectations as measured against the service quality dimensions. Advertising agencies should therefore devote more effort to improving service quality levels throughout the advertising industry in South Africa. / Dissertation (MBA)--University of Pretoria, 2010. / Gordon Institute of Business Science (GIBS) / unrestricted

Includes bibliographical references (p. 153-159). / Preliminary research showed that: firstly, South Africa's policy on comparative advertising is restrictive, and, secondly, that the country has a market structure where such advertising has the potential for a very positive effect on the market. Realising the potential role advertising could play in South Africa, the concept was born; not only to present South Africa's policy on the issue, but also to embark on an abstract analysis of the advertising regulation structure. The analysis provides the opportunity to present reasons for the present restrictive policy, and provides an essential background to pinpointing why policy changes might be necessary, and the changes required to reach a more satisfactory conclusion, based on literature and case reports available to me as at July 2002.

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University of Macau / Faculty of Social Sciences. / Department of Communication

by Luk Anne. / Publication date from spine. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 167-174). / Abstract --- p.i / Acknowledgements --- p.iii / Chapter: / Chapter 1. --- Introduction --- p.1 / Chapter 2. --- Ethnography of Communication --- p.5 / Chapter 2.1. --- Definition --- p.5 / Chapter 2.2. --- Previous Studies --- p.8 / Chapter 2.3. --- Reasons for Conducting the Research --- p.16 / Chapter 3. --- The Theoretical Framework and Its Application --- p.21 / Chapter 3.1. --- Saville-Troike's Model --- p.21 / Chapter 3.2. --- The Application of Saville-Troike's Model --- p.31 / Chapter 4. --- Language usage in Advertisements --- p.44 / Chapter 4.1. --- Linguistic and Advertising --- p.44 / Chapter 4.2. --- The Different Techniques of Foregrounding --- p.46 / Chapter 4.3. --- Justifications of Using the Techniques of Foregrounding --- p.53 / Chapter 5. --- Methodology --- p.56 / Chapter 5.1. --- Research Design --- p.56 / Chapter 5.2. --- Data Collection --- p.57 / Chapter 5.3. --- Data Analysis --- p.68 / Chapter 6. --- Findings --- p.72 / Chapter 6.1. --- Interpretations of the Advertisements --- p.74 / Chapter 6.2. --- Linguistic Preference in Advertisements --- p.82 / Chapter 6.3. --- The Role of Language in Advertising --- p.92 / Chapter 6.4. --- Attitude of English advertisementsin Chinese Magazines --- p.113 / Chapter 7. --- Discussion --- p.120 / Chapter 7.1. --- Interpretations of the Advertisements --- p.121 / Chapter 7.2. --- Linguistic Preference in Advertisements --- p.125 / Chapter 7.3. --- The Role of Language in Advertising --- p.127 / Chapter 7.4. --- Attitude towards English advertisements in Chinese Magazines --- p.133 / Chapter 7.5. --- Relations of Social Background factors to the different Aspects of Studies --- p.133 / Chapter 7.6. --- Interactions of the different components in Advertising --- p.153 / Chapter 7.7. --- Limitations of the Study --- p.157 / Chapter 8. --- Conclusion --- p.160 / Chapter 8.1. --- Summary and Conclusion --- p.160 / Chapter 8.2. --- Implications --- p.162 / Chapter 8.3. --- Recommendations for Further Research Studies --- p.165 / References and Bibliography --- p.167 / Appendices --- p.175

Ng Wing Kei. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2004. / Includes bibliographical references (leaves 73-81). / Abstracts in English and Chinese. / Chapter Chapter One --- Introduction / Chapter 1.1 --- Background --- p.1 / Chapter 1.2 --- The Present Study --- p.4 / Chapter Chapter Two --- Literature Review / Chapter 2.1 --- The Internet as an Advertising Medium --- p.5 / Chapter 2.2 --- Advertising Hierarchy of Effects and Internet Advertising Effectiveness --- p.9 / Chapter 2.3 --- Effect of Context on Advertising Effectiveness --- p.14 / Chapter 2.4 --- Effect of Clutter on Advertising --- p.18 / Chapter 2.5 --- Effect of Advertising Repetition --- p.23 / Chapter Chapter Three --- Hypotheses / Chapter 3.1 --- Primary Hypotheses --- p.28 / Main Effect of Clutter on Advertising Effectiveness / Chapter - --- Main Effect of Advertising Repetition on Advertising Effectiveness / Chapter - --- Interaction Effect between Clutter and Advertising Repetition on Advertising Effectiveness / Chapter 3.2 --- Secondary Hypotheses --- p.32 / Chapter - --- Relationship between Attitude toward the Web page and Constructs of Advertising Hierarchy of Effects / Chapter Chapter Four --- Methodology / Chapter 4.1 --- Operational Definitions of Variables --- p.33 / Chapter 4.2 --- Pre-Test --- p.38 / Chapter 4.3 --- Design and Stimuli --- p.40 / Chapter Chapter Five --- Findings / Chapter 5.1 --- Number of Valid Responses --- p.43 / Chapter 5.2 --- Reliability of Measures --- p.45 / Chapter 5.3 --- Manipulation Check --- p.47 / Chapter 5.4 --- Data Analysis --- p.48 / Chapter 5.5 --- Primary Findings --- p.49 / Chapter 5.6 --- Secondary Findings --- p.57 / Chapter 5.7 --- Summary of Findings --- p.58 / Chapter Chapter Six --- Discussion and Conclusion / Chapter 6.1 --- Discussion of Findings --- p.61 / Chapter 6.2 --- Limitations and Future Research --- p.68 / Chapter 6.3 --- Conclusion --- p.71 / Reference --- p.73 / Chapter Appendix 1 --- Pre-Test Questionnaire / Chapter Appendix 2 --- Experimental Web page (four versions) / Chapter Appendix 3 --- Post-Experiment Questionnaire

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