Thesis (M.S.)--Boston University / PLEASE NOTE: Boston University Libraries did not receive an Authorization To Manage form for this thesis or dissertation. It is therefore not openly accessible, though it may be available by request. If you are the author or principal advisor of this work and would like to request open access for it, please contact us at open-help@bu.edu. Thank you. / 2031-01-01

公司廣告支出的意欲如何受行業的競爭激烈程度影響？除了行業的集中度，競爭的激烈程度可以在多種不同的情況下改變，包括制度變遷等，從而影響一間公司在未來存在的可能性。此外，一間公司對於其未來的生存機會，以及未來利潤的預期，均會影響其廣告支出。本文旨在探討公司如何在不同的競爭程度下，作出廣告支出的決策。本文透過公司與消費者之間的信息不對稱的信號傳遞模型，提出一個闡釋競爭與廣告的簡單理論。 / How are advertising incentives affected by the level of competition? Apart from the concentration levels, the intensity of competition can be altered in many different ways, including institutional changes which affect a firm’s existence in the future. Also, advertising incentives are influenced by anticipated future profits and hence the firm’s chance of survival. This paper aims to investigate how advertising decisions are made under different levels of competition. It proposes a simple theory of competition and advertising, through a signaling model with information asymmetry between a firm and a consumer. / Detailed summary in vernacular field only. / Yuen, Shuk In Jacqueline. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2012. / Includes bibliographical references (leaves 26-27). / Abstracts also in Chinese.

作者何華芝. / 論文(碩士) -- 香港中文大學硏究院傳播學部, 1995. / 附參考文獻. / zuo zhe He Huazhi. / Chapter 第一章 --- 緖論 --- p.1-4 / Chapter 1.1 --- 研究焦點 --- p.1 / Chapter 1.2 --- 理論參考 --- p.2 / Chapter 1.3 --- 硏究方法 --- p.2 / Chapter 1.4 --- 硏究意義 --- p.3 / Chapter 1.5 --- 論文結構 --- p.3 / Chapter 第二章 --- 傳播媒介與政治經濟學 --- p.5 -21 / Chapter 2.1 --- 馬克思的政治經濟學 --- p.7 / Chapter 2.2 --- 批判政治經濟學 --- p.9 / Chapter 2.3 --- 政治主義與集權主義 --- p.12 / Chapter 2.4 --- 中國改革的政治經濟學 --- p.15 / Chapter 2.5 --- 傳播媒介政治經濟學研究綜述 --- p.18 / Chapter 第三章 --- 分析架構與硏究方法 --- p.22 -35 / Chapter 3.1 --- 分析架構 --- p.22 / Chapter 3.2 --- 硏究假設 --- p.26 / Chapter 3.3 --- 硏究方法 --- p.32 / Chapter 第四章 --- 中國廣告的行業結構與管理制度 --- p.36 -54 / Chapter 4.1 --- 廣告的定義 --- p.36 / Chapter 4.2 --- 廣告行業結構 --- p.38 / Chapter 4.3 --- 廣告經營結構 --- p.44 / Chapter 4.4 --- 廣告管理制度 --- p.52 / Chapter 第五章 --- 中國的政治經濟改革歷程與廣告業的發展 --- p.56 -82 / Chapter 5.1 --- 新中國誕生初期 --- p.56 / Chapter 5.2 --- 開放改革第一週期(1979- 1983) --- p.59 / Chapter 5.3 --- 開放改革第二週期(1984- 1991) --- p.64 / Chapter 5.4 --- 開放改革第三週期(1992- 1994) --- p.76 / Chapter 5.5 --- 小結 --- p.81 / Chapter 第六章 --- 國家控制與廣告公司內部組織控制的關係 --- p.83-104 / Chapter 6.1 --- 廣州市廣告發展模式探討(1984 - 1993) --- p.83 / Chapter 6.2 --- 廣告公司內部組織控制 --- p.88 / Chapter 第七章 --- 廣告公司與媒介及客戶關係 --- p.105 -118 / Chapter 7.1 --- 中國廣告經營系統與人際關係的運用 --- p.105 / Chapter 7.2 --- 資源分配者與資源需求者關係轉變過程 --- p.109 / Chapter 第八章 --- 結論 --- p.119-122 / Chapter 8.1 --- 政經分析的啓示 --- p.119 / Chapter 8.2 --- 國家控制與組織控制的關係 --- p.120 / Chapter 8.3 --- 廣告公司、媒介、廣告客戶的關係轉變 --- p.122 / [註釋] / 第一章 --- p.123 / 第二章 --- p.124 / 第三章 --- p.126 / 第四章 --- p.127 / 第五章 --- p.128 / 第六章 --- p.133 / 第七章 --- p.134 / [附件] / 附件一訪問名單 / 附件二訪問題目 / 附件三中華人民共和國廣告法 / 附件四關于加快廣告業發展的規劃綱要 / 附件五廣告審查標準（試行） / 【參考書目】 / 中文參考書目 / 英文參考書目

Summary in Chinese. / Thesis (M.B.A.)--The Chinese University of Hong Kong. / Bibliography: l. 83-84.

Summary in Chinese on endpapers. / Thesis (M.B.A.)--The Chinese University of Hong Kong. / Bibliography: l. 106-108.

by Lee Pui-sang [and] Leung Lai-cheung. / Abstract also in Chinese. / Thesis (MBA)--Chinese University of Hong Kong. / Bibliography: l. 77-78.

Digitized by Kansas Correctional Industries

Two of the most important behaviors affecting youth are alcohol use and aggression. Advertisements that promote alcohol consumption and display aggressive images and words may influence attitudes and behaviors of youth. While there is considerable research on these kinds of advertisements in various media channels, there is limited research describing such advertising within public transit systems. The purpose of this study was, therefore, to describe and prevalence and characteristics of advertisements about alcohol and with violent content on the platform walls of the New York City subway system. Methods: A cross-sectional design with direct observations was used to document all advertisements in four boroughs: Bronx, Brooklyn, Manhattan, and Queens. Subway stations with and without advertising were identified and selected characteristics of advertisements about alcohol and with violent content were described. The presence of advertisements was examined based on racial/ethnic and income characteristics of station location using logistic regression. Results: Of 472 subway stations observed, 143 contained 8,737 advertisements, including duplicates. Of the 143 stations with any type of advertisements, 76 (53.1%) displayed one or more alcohol advertisements while over 95% included one or more advertisements with violent content (136 of 143). Of the 8,737 advertisements observed, 129 (1.5%) were for alcohol (including three public service messages) and 1,154 (13.2%) had violent content. Almost two-thirds of the 129 advertisements about alcohol were for beer. There were 144 advertisements that pictured guns. Not one public service announcement for violence prevention was observed. Examination of the presence of advertisements based on racial/ethnic and income characteristics of station location (n = 454 with complete data) showed no differences for advertisements with violent content, but greater odds of alcohol advertisements being present in locations with a higher percentage of Black population. Considerable variability existed between neighborhoods within each borough. Conclusions: Almost 9,000 advertisements were documented in this study. Despite the low number of advertisements about alcohol, one or more such advertisements was present in over one-half of the stations with advertising. Advertisements with violent content were pervasive. Recommendations focus on how public transit spaces can be used more productively to help cultivate caring communities.

Digitized by Kansas Correctional Industries

Researchers have demonstrated that customer centricity strategies, including customer relationship management (CRM), contribute to 33% of the formula for organizational success. Relationship management theory was used to frame this single case study focused on the factors contributing to successful CRM strategies used by business leaders in a multinational organization in the service industry in Egypt. This company was chosen for its successful implementation of CRM strategies, as shown by online reviews, the company website, and market reputation on its effective campaing results. The population consisted of managers working in the marketing department for more than 5 years. Data collection included semistructured interviews, review of company documents, and onsite observation. Transcribed interviews, company documents, and observational notes were coded for emergent themes. Member checking was used to increase the credibility of the findings. Findings suggested 7 themes that contributed to effective the CRM strategies of this single operation: improving the customer experience, customer segmentation and targeting, improving customer satisfaction and loyalty, organization, market differentiation, sophisticated technical capability, and increasing revenue and profitability. The results from this study may influence social change by helping to create a positive work culture for the employees in this company. Research has shown that customer empowering behaviours positively affect employee creativity, satisfaction, and trust, creating a positive work environment. In addition, these positive changes to the work enviornment may in turn strengthen this organization's sustainability and ability to engage directly in community outreach.