Kwok Wai Yee, Susanna. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves [100-105]). / Chapter Chapter 1 --- Introduction --- p.1 / Chapter Chapter 2 --- Aspects of Corporate Advertising / Development of Corporate Advertising --- p.5 / Definition of Corporate Advertising --- p.7 / Corporate Philosophy and Corporate Mission --- p.10 / Reactive and Proactive Corporate Advertising --- p.12 / The Wheel of Publics --- p.16 / Chapter Chapter 3 --- Advertising as Information / The Social Function of Advertising --- p.19 / The Informative Nature of Advertising --- p.24 / The Functionalist Approach --- p.27 / Literature Review of Informational Research --- p.30 / Advertising Research in Hong Kong --- p.35 / Chapter Chapter 4 --- A Case Study of Hong Kong / Media Expenditure of Corporate Advertisers (1985-1993) --- p.38 / Hong Kong in the Last Decade --- p.43 / Change of Consumer Expenditure Pattern --- p.45 / Demographic Changes of the Population --- p.47 / Rise of Political Parties --- p.51 / The Environmental Issue --- p.55 / Increasing Competition in the Business Community --- p.57 / Chapter Chapter 5 --- Content Analysis / Methodology / Research Objectives --- p.60 / Research Questions --- p.62 / Research Design --- p.62 / Research Method --- p.64 / Sampling --- p.66 / Analysis --- p.68 / Quantitative Results --- p.70 / Qualitative Results --- p.84 / Discussion --- p.93 / Chapter Chapter 6 --- Conclusion --- p.97 / References / Appendix

Chan Florence. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves [93-97]). / Chapter SECTION I. --- AN OVERVIEW / Chapter CHAPTER 1. --- THE ENVIRONMENT & BACKGROUND OF ADVERTISING / Chapter 1.1. --- Overview --- p.2 / Chapter 1.2. --- Viewpoints on Advertising --- p.3 / Chapter 1.3. --- The Marketing-Advertising Connection --- p.4 / Chapter 1.3.1. --- A Historical Review on Changing Concept of Marketing / Chapter 1.3.2. --- What is Marketing ？ / Chapter 1.3.3. --- What is Promotion ？ / Chapter 1.3.4. --- Advertising in the Promotion Mix / Chapter 1.4. --- Advertising Planning --- p.8 / Chapter 1.5. --- The Communication / Persuasion Process --- p.9 / Chapter 1.6. --- Summary --- p.9 / Chapter SECTION II. --- COMMON DEFENSES OF ADVERTISING / Chapter CHAPTER 2. --- "CAN ADVERTISING BE SELF-REGULATED BY THE ""INVISIBLE HAND"" ？" / Chapter 2.1. --- A General Interpretation of Smith's Invisible Hand --- p.13 / Chapter 2.2. --- A More Complete Picture of Smith's Theories --- p.15 / Chapter 2.2.1. --- Prudence / Chapter 2.2.2. --- Benevolence / Chapter 2.2.3. --- Self-Command / Chapter 2.3. --- Stoicism --- p.18 / Chapter 2.4. --- A Closer Look at Smith's Invisible Hand --- p.20 / Chapter 2.5. --- Can Advertising be Justified by Smith's Invisible Hand or Free Market Mechanism ？ --- p.22 / Chapter CHAPTER 3. --- CAM ADVERTISING PROVIDE INFORMATIONAL UTILITY ？ / Chapter 3.1. --- Advertising Provides Important Information for Consumers --- p.26 / Chapter 3.2. --- A More Complete Picture of Advertising's Reality --- p.27 / Chapter 3.2.1. --- Ambiguity / Chapter 3.2.2. --- Concealed Facts / Chapter 3.2.3. --- Exaggeration & Puffery / Chapter 3.2.4. --- Psychological Appeals / Chapter 3.2.5. --- Conclusion / Chapter 3.3. --- A Historical Explanation of Why Advertising Cannot be Pure Informative --- p.37 / Chapter 3.3.1. --- The Early Stage / Chapter 3.3.2. --- A Breakthrough / Chapter 3.3.3. --- The Mature Stage / Chapter 3.4. --- Can We Conclude that Persuasive Advertising is Deceptive? --- p.40 / Chapter 3.4.1. --- Gardner's Definition of Deception / Chapter 3.4.2. --- A Reasonable Man Standard of Deception / Chapter 3.5. --- More on Rational/Irrational Persuasion & Deceptive/ Non-Deceptive Advertising --- p.43 / Chapter 3.5.1. --- The Two Dimensions / Chapter 3.5.2. --- Various Combinations / Chapter CHAPTER 4. --- IS ADVERTISING A NECESSITY FOR INDIVIDUAL FIRMS / Chapter 4.1. --- Discussions --- p.47 / Chapter 4.2. --- Conclusion --- p.49 / Chapter SECTION III. --- ADVERTISING & SOCIETY / Chapter CHAPTER 5. --- THE ECONOMIC EFFECTS OF ADVERTISING / Chapter 5.1. --- Providing Informational Utility --- p.51 / Chapter 5.2. --- Employment --- p.52 / Chapter 5.3. --- Distribution Costs --- p.52 / Chapter 5.4. --- Advertising & Brand Names --- p.53 / Chapter 5.5. --- Media Support --- p.54 / Chapter 5.6. --- Effect on the Business Cycle --- p.54 / Chapter 5.7. --- Stimulating Product Utility --- p.55 / Chapter 5.8. --- Developing New Products --- p.56 / Chapter 5.9. --- Contribution to the Overall Welfare of the Economy --- p.57 / Chapter 5.9.1. --- A Common Misunderstanding / Chapter 5.9.2. --- "Advertising can be Counterproductive, Unproductive or Productive" / Chapter 5.10. --- Conclusion --- p.60 / Chapter CHAPTER 6. --- CULTURAL & SOCIAL PERSPECTIVE ON ADVERTISING / Chapter 6.1. --- Reviewing Advertising from the Social Context --- p.62 / Chapter 6.2. --- """Explicit"" Content vs. ""Implicit"" Content" --- p.63 / Chapter 6.3. --- Social Conditions Affecting Individual Autonomy --- p.64 / Chapter 6.3.1. --- A Brief Review on Individual Autonomy / Chapter 6.3.2. --- A Background of Social Influences on Individual Autonomy / Chapter 6.4. --- The Power of Marketing & Advertising : Technique- & Result- Oriented --- p.70 / Chapter 6.4.1. --- Techniques of Marketing / Chapter 6.4.2. --- Technique-Orientation on Advertising / Chapter 6.4.3. --- A Culture of Commercialization & Consumption / Chapter 6.5. --- The Real Evils of Advertising --- p.77 / Chapter 6.5.1. --- """Suppressing "" Autonomy" / Chapter 6.5.2. --- Effects on Future Generations / Chapter 6.5.3. --- Changing Values / Chapter 6.5.4. --- Consumerism / Chapter 6.5.5. --- Neglecting Public Goods & Services / Chapter 6.7. --- Conclusion --- p.90 / CONCLUSION --- p.91 / REFERENCES

by Chu Man Lo, Tammy, Sit Wai Fun, Irene. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaf 87. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vi / ACKNOWLEDGEMENTS --- p.ix / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Background --- p.1 / Objective --- p.3 / Scope --- p.4 / Preliminary Data Collection --- p.4 / Chapter II. --- PROBLEM DEFINITION AND THEORETICAL FRAMEWORK --- p.9 / Problem Statements --- p.9 / Theoretical Framework --- p.9 / Chapter III. --- STUDY DESIGN --- p.14 / Various Considerations --- p.14 / Operational Definitions --- p.15 / Data Collection --- p.15 / Chapter IV. --- SAMPLING DESIGN --- p.18 / Sampling Frame --- p.18 / Sample Size and Sampling Method --- p.18 / Chapter V. --- DATA ANALYSIS --- p.20 / Data Analysis Method --- p.20 / Survey Responses --- p.20 / Overall Respondents' Profile --- p.20 / Attitude and Feelings --- p.21 / Future Plans --- p.36 / Respondents' Profile Review --- p.50 / Chapter VI. --- CONCLUSION --- p.60 / Discussion and Review --- p.60 / Recommendations and Implementation --- p.65 / Finale --- p.70 / APPENDICES --- p.71 / BIBLIOGRAPHY --- p.87

Summary in Chinese. / Thesis (MBA): Chinese University of Hong Kong. / Bibliography: l. [3]

No description available.

As part of the promotional mix, advertising plays a significant role in a company’s or organisation’s communication with its consumers and stakeholders. In order to inform consumers about their products or services, marketers apply a variety of advertising strategies. One particular strategy is “contextual advertising”, which refers to the strategic placement of advertisements in an editorial environment whose theme is relevant for the promoted product or service (Belch & Belch, 2009, p. 492). Also in advertising research, contextual advertising received a considerable amount of attention. Scholars have investigated the effectiveness of contextual advertising in online and offline media. Researchers as well as practitioners have particularly focused on content-based relationships between advertisements and the theme of the editorial environment in which the advertisement is placed. With a focus on online media, the present study aimed to investigate this content-based relationship but also to examine what other types of relationships between the different contents on a webpage the user constructs. Advertising has also been investigated in the area of semiotics. Several scholars analysed advertisements in order to reveal their meaning-affordances. A second interest in the present study derives from semiotic studies and theories, which emphasise the individual’s significance in the meaning-making process but also exclude the individual from their analysis. A potential contradiction could be seen here and by investigating how users interpret a particular webpage, this study aimed to examine what insights an analysis can provide that is solely focused on the webpage user. In order to capture users’ interpretations of a webpage’s contents and to investigate what types of relationships between these contents users construct semi-structured interviews with six participants were conducted. The participants were invited to look at a webpage from the website www.healthyfood.co.nz. Following the interviews, the participants’ responses were transcribed, categorised and analysed. Findings from the study revealed that several participants constructed relationships between advertisements and the editorial content based on content-similarity but also on design-similarity as well as their personal knowledge about sponsorship relationships and income-investment relationships. Personal knowledge also appeared to be important for the interpretation of the webpage. The participants’ interpretation of the webpage were also guided by their personal interest in the contents, their individual contexts like socio-cultural background, experiences and beliefs as well as environmental factors such as time and the layout of the interview location. The results of the study support the significant role of the individual in the process of meaning making and further contribute to an extended understanding of contextual advertising. Practical suggestions for the advertising area and future research were also identified.

As part of the promotional mix, advertising plays a significant role in a company’s or organisation’s communication with its consumers and stakeholders. In order to inform consumers about their products or services, marketers apply a variety of advertising strategies. One particular strategy is “contextual advertising”, which refers to the strategic placement of advertisements in an editorial environment whose theme is relevant for the promoted product or service (Belch & Belch, 2009, p. 492). Also in advertising research, contextual advertising received a considerable amount of attention. Scholars have investigated the effectiveness of contextual advertising in online and offline media. Researchers as well as practitioners have particularly focused on content-based relationships between advertisements and the theme of the editorial environment in which the advertisement is placed. With a focus on online media, the present study aimed to investigate this content-based relationship but also to examine what other types of relationships between the different contents on a webpage the user constructs. Advertising has also been investigated in the area of semiotics. Several scholars analysed advertisements in order to reveal their meaning-affordances. A second interest in the present study derives from semiotic studies and theories, which emphasise the individual’s significance in the meaning-making process but also exclude the individual from their analysis. A potential contradiction could be seen here and by investigating how users interpret a particular webpage, this study aimed to examine what insights an analysis can provide that is solely focused on the webpage user. In order to capture users’ interpretations of a webpage’s contents and to investigate what types of relationships between these contents users construct semi-structured interviews with six participants were conducted. The participants were invited to look at a webpage from the website www.healthyfood.co.nz. Following the interviews, the participants’ responses were transcribed, categorised and analysed. Findings from the study revealed that several participants constructed relationships between advertisements and the editorial content based on content-similarity but also on design-similarity as well as their personal knowledge about sponsorship relationships and income-investment relationships. Personal knowledge also appeared to be important for the interpretation of the webpage. The participants’ interpretation of the webpage were also guided by their personal interest in the contents, their individual contexts like socio-cultural background, experiences and beliefs as well as environmental factors such as time and the layout of the interview location. The results of the study support the significant role of the individual in the process of meaning making and further contribute to an extended understanding of contextual advertising. Practical suggestions for the advertising area and future research were also identified.

Thesis (Ph. D.)--University of Missouri-Columbia, 2003. / Typescript. Vita. Includes bibliographical references (leaves 94-105). Also available on the Internet.

Thesis (M.A.)--University of Hong Kong, 2001. / Includes bibliographical references (leaves 75-79).

Thesis (Ph. D.)--University of Missouri-Columbia, 2003. / Typescript. Vita. Includes bibliographical references (leaves 94-105). Also available on the Internet.