by Ling Sau Shan, Samuel. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaves 79-80). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / ACKNOWLEDGEMENT --- p.vi / Chapter I. --- INTRODUCTION --- p.1 / What is Advertising --- p.1 / What is Specialty Advertising --- p.4 / Purpose of this Study --- p.9 / Chapter II. --- METHODOLOGY --- p.12 / Research Design --- p.12 / Data Collection Format --- p.13 / Sampling --- p.16 / Data Collection Method --- p.18 / Data Anaylsis and Intepretation --- p.18 / Chapter III. --- DATA ANALYSIS AND INTERPRETATION --- p.19 / Return Rate of Questionaires --- p.19 / Recipient Recall of the Advertiser --- p.21 / Building up of Reciprocity --- p.22 / Building up of Goodwill --- p.23 / Comparison with Other Media --- p.24 / Points to be noted in using Specialty Advertising --- p.26 / How to make the Specialty Items be Impressive --- p.28 / Demographic Characteristics of the Respondents --- p.30 / Summary of Findings --- p.31 / Chapter IV. --- DISCUSSION --- p.33 / Perception --- p.33 / Cognition --- p.35 / Persuasion --- p.36 / Comparison with Other Media --- p.37 / Chapter V. --- LIMITATION OF THE STUDY --- p.40 / Chapter VI. --- RECOMMENDATION --- p.44 / LIST OF APPECNDICES / Chapter Appendix 1 - --- Questionaire --- p.47 / Chapter 2 - --- Covering Letter signed by Advisor --- p.54 / Chapter 3 - --- Covering Letter signed by Researcher --- p.55 / Recipient Recall of Advertiser / Chapter 4 - --- Table 3.1 --- p.56 / Chapter 5 - --- Figures 3.1.1 and 3.1.2 --- p.57 / Building up of Reciprocity / Chapter 6 - --- Table 3.2 --- p.58 / Chapter 7 - --- Figure 3.2 --- p.59 / Building up of Goodwill / Chapter 8 - --- Table 3.3 --- p.60 / Chapter 9 - --- Figures 3.3.1 and 3.3.2 --- p.61 / Chapter 10 - --- Table 3.4 --- p.62 / Comparison with Other Media / Chapter 11 - --- Table 3.5 --- p.63 / Chapter 12 - --- Table 3.6 --- p.64 / Chapter 13 - --- Comparision with T.V. Figures 3.5.1 and 3.6.1 --- p.65 / Chapter 14 - --- Comparison with Radio Figures 3.5.2 and 3.6.2 --- p.66 / Chapter 15 - --- Comparison with Magazine Figures 3.5.3 and 3.6.3 --- p.67 / Chapter 16 - --- Comparison with Newspaper Figures 3.5.4 and 3.6.4 --- p.68 / Chapter 17 - --- Comparison with Direct Mail Figures 3.5.5 and 3.6.5 --- p.69 / Chapter 18 - --- Comparison with Fax Advertisment Figures 3.5.6 and 3.6.6 --- p.70 / Chapter 19 - --- Comparison with Yellow Pages Figures 3.5.7 and 3.6.7 --- p.71 / Chapter 20 - --- Table 3.7 --- p.72 / Chapter 21 - --- Figures 3.7.1 and 3.7.2 --- p.73 / Chapter 22 - --- Figures 3.7.3 --- p.74 / Chapter 23 - --- Points to be pointed in using Specialty Advertising --- p.75 / Chapter 24 - --- Demographic characteristics of respondents --- p.76 / Chapter 25 - --- Comparison with Direct Mail and Fax Advertisement Figures 4.1 --- p.78 / BIBLIOGRAPHY --- p.79

by Lui Sai Lung, Yau Wai Yip. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 76-77). / Questionnaire in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vi / Chapter / Chapter I --- INTRODUCTION --- p.1 / Objective --- p.3 / Chapter II --- SIGNIFICANCE OF STUDY --- p.4 / Chapter III --- LITERATURE REVIEW --- p.6 / What does internet advertising brings us? --- p.7 / What makes the differences? --- p.8 / What's the trend? --- p.8 / is there something missed? --- p.9 / how do we measure? --- p.11 / Chapter IV --- METHODOLOGY --- p.14 / Objective --- p.14 / The Banner Arrangement --- p.15 / Hypothesis --- p.16 / Web Site Design --- p.19 / Online Questionnaire --- p.22 / Pilot test --- p.23 / Sampling and invitation --- p.24 / Limitations --- p.24 / Chapter V --- FINDINGS AND ANALYSIS --- p.26 / Demographics --- p.26 / Perception of internet advertising --- p.28 / Effectiveness of internet advertising --- p.30 / Banner for Make Up Brands --- p.30 / Banner for Existing Brands --- p.32 / Ads Location and size --- p.32 / Pop up windows --- p.33 / Site traffic --- p.34 / Distribution on Time spend --- p.35 / Time spent and awareness --- p.37 / Other factor on awareness --- p.38 / Internet Age --- p.38 / Weekly Internet Usage --- p.39 / Online shopping experience --- p.39 / Click through --- p.40 / Chapter VI --- DISCUSSION AND IMPLICATIONS --- p.42 / Consumer behavior process --- p.42 / "Information Search, creating awareness" --- p.43 / Perception --- p.44 / Preference --- p.45 / Charging method --- p.46 / Who read the ads ？ --- p.48 / Click through --- p.49 / Chapter VII --- CONCLUSION --- p.51 / APPENDIX A - WEB SITES DESIGN LAYOUT --- p.54 / APPENDIX B THE AD BANNERS --- p.55 / APPENDIX C PRINT OUT OF THE WEB SITES --- p.58 / APPENDIX D THE QUESTIONNAIRE --- p.62 / APPENDIX E OUTPUT SUMMARY OF ANOVA TEST ON AD AWARENESS OF MAKE UP BRAND --- p.64 / APPENDIX F OUTPUT SUMMARY OF ANOVA TEST ON AD AWARENESS OF EXISTING BRAND ON WEB SITE 2 --- p.65 / APPENDIX G T-TEST ON THE AD AWARENESS OF NEW BRAND ON POP UP WINDOWS VERSE BOTTOM OF THE WEB SITE 2 --- p.66 / APPENDIX H T-TEST ON THE AD AWARENESS OF Q16 OF WEB SITE 1 AND 2 - LOCATED ON TOP VERSE POP UP WINDOW --- p.67 / APPENDIX I DESCRIPTIVE STATISTICS OF TIME SPENT WEB SITES --- p.68 / APPENDIX J DISTRIBUTION CHART OF TIME SPENT ON WEB SITE --- p.69 / APPENDIX K AD AWARENESS VERSE TIME SPENT --- p.70 / APPENDIX L OUTPUT SUMMARY FOR THE REGRESSION OF AVERAGE AWARENESS VERSE TIME SPENT --- p.72 / APPENDIX M OUTPUT SUMMARY OF ANOVA TEST ON AWARENESS AMONG DIFFERENT INTERNET AGE --- p.73 / APPENDIX N T-TEST OF AVERAGE AD AWARENESS AMONG PEOPLE WHO ONLINE ABOVE AND BELOW 8 HRS PER WEEK --- p.74 / APPENDIX O T-TEST ON THE AVERAGE AWARENESS OF PEOPLE HAVE AND HAVE NOT TRIED ONLINE SHOPPING --- p.75 / BIBLIOGRAPHY --- p.76

Advertisers use sexual imagery to attract attention to their messages and to demonstrate the "outcomes" of buying and using the brand. In addition to receiving information about a product, we subconsciously process the entire advertisement. Vicarious learning emphasizes that individuals not only learn from their own experiences but also from observing others. However, vicarious learning also influences the judgment and values of an individual. This study focuses on the portrayal of gender dominance in such advertisements. The magazines chosen for the study are three predominantly female magazines and three predominantly male magazines. Six issues from each magazine were sampled and only advertisements that fit the criteria of the study were utilized. A total of 202 advertisements displaying 244 male and female interactions were coded. The results of the content analysis indicated that advertisements featuring male and female actors interacting portrayed the female actor in the dominant role more often than the male actor. Females were found to be the dominant actors in most predominantly women’s magazines; however, males were displayed as the dominant actors in most predominantly men’s magazines. The findings from this study support the importance and significance of social learning and modeling. Based on the results of this study, the dominant and submissive cues displayed in advertisements provide learning behaviors for consumers.

In Taiwan, there is an increasing number of people using the Internet. Advertising firms have noticed the change in consumer behavior, and thus are investing a lot of money on online advertising. The biggest difference between advertising on televisions and advertising on the Internet is the¡ymotivation¡z. All of these video advertising will not only show on television. Video advertising audiences will gradually move to online video advertising. These are the findings from our research: 1.The motives of online audiences, their means of viewing the advertisement and the post-viewing actions are largely related to each other. Different motives also bring differences to the affected motives, attitudes, actions and the impact of the advertising. 2.Most of the time, advertisements that are interesting and humorous, have a storyline, or have valuable information are largely related to the attitudes of the consumers. 3.Consumers with positive attitudes would want to share the advertisements and their effects,whereas consumers with negative attitudes will not take any actions. Neither would the advertisement bring much of an impact. 4.When sharing the positive feedback, the viewers shared that the advertisements make a great impression on them. The advertisements also confirm whatever they know about the product. After that, branding of the product and the viewers¡¦willingness to buy the product are also factors. However, the research discovered that many of the interviewed subjects prefer television advertisements over online advertisements.

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This study analyzes the relationship between the information search of internet users and the keywords advertising effects. According to the result of literature review, this study takes ¡§information search on the internet¡¨, four perceptual antecedents of keywords advertising including ¡§informativeness¡¨, ¡§irritation¡¨, ¡§entertainment¡¨ and ¡§credibility¡¨, ¡§advertising value¡¨ and ¡§advertising attitudes¡¨ as our dimensions to analyze the keywords advertising effects. This study adopts questionnaire survey method to collect sample information and the research targets are users who searched information on the internet and understood keywords advertising. This study finds that the higher degree of search of internet users, the greater the informativeness of keywords advertising they perceive, and the keyword advertising is more valuable thus, however, the search degree has no direct effect on keywords advertising. Moreover, informativeness, irritation, entertainment and credibility of keywords advertising all have effects upon the value of keywords advertising; irritation, entertainment and credibility of keywords advertising all have effects upon the attitudes toward keywords advertising. Finally, this study discovers that the value of keywords advertising has effect on the internet users¡¦ attitudes toward keywords advertising.

A new perspective on consumer behavior is proposed using theoretical predictions developed from behavioral ecology, economics, and evolutionary psychology. These predictions pose the possibility that consumers often make choices based on mental processing heuristics evolved long before the extensive human development of the cerebral cortex, and are therefore automatic, interrelated, and non-conscious. The literature review develops theoretical platforms that suggest consumer choice may be based on signal qualities that are expected to be honest indicators of the quality of the signaler and synthesized into the concept of 'Advertiser Fitness.' The construct of Advertiser Fitness is conceived as integrated perceptions of advertiser creativity (signal style) and perceptions of perceived quality of ad production (signal quality), and is statistically validated across two product categories, cell phone services and auto insurance. In addition, Advertiser Fitness is shown to have statistically significant positive associations with traditional measures of advertising effectiveness, including Attitude Toward the Ad, Attitude Toward the Brand, and Purchase Intent. The interrelated constructs of Perceived Honesty, Perceived Advertiser Status, Self-Relevance, and Potential Word of Mouth are also shown to be have statistically significant positive correlations with the Advertiser Fitness construct and with the traditional measures of advertising effectiveness: Attitude Toward the Ad, Attitude Toward the Brand, and Purchase Intent. These constructs appear to be inter-related and redundant rather than having causal, linear relationships. The results suggest that observable creative dimensions of advertiser signals convey signaler (advertiser) quality. Similarly, impressions of signaler (advertiser) status are important inputs for the formation of positive consumer perceptions and are associated with measures of potential action including purchase intention and predicted word-of-mouth. This work opens a new window into understanding consumer behavior by introducing contemporary observation to evolutionary sources of motivation for behavior, and views consumer markets as dynamic ecosystems which can potentially be illuminated by better understanding and application of phenomena in natural ecosystems for consumer behavior.

Online streaming service sites such as YouTube and Hulu are popular these days. The fact that these websites utilize online video advertising as a revenue model led to a natural curiosity: Is online video advertising effective? Although this report does not give a conclusive answer due to lack of available data, it still covers enough topics to provide a comprehensive idea of what online video advertising is to those who are interested in the subject. As the title of this report states, its original purpose is to deliver an introductory guideline to internet video advertising. / text

Thesis (M.A.)--University of Texas at El Paso, 2008. / Title from title screen. Vita. CD-ROM. Includes bibliographical references. Also available online.

Thesis (M.A.I.S.)--Oregon State University, 2009. / Printout. Includes bibliographical references (leaves 113-121). Also available on the World Wide Web.