Thesis (M.B.A.)--University of Hong Kong, 1981.

Thesis (Ph. D.)--Freie Universität Berlin. / Vita. Includes bibliographical references (p. 183-193).

Thesis (Ph. D.)--University of Texas at Austin, 2007. / Vita. Includes bibliographical references.

Thesis (M.B.A.)--University of Hong Kong, 1984.

This study develops and tests a new multivariate distribution model for the estimation of advertising vehicle exposure. The new multivariate distribution model is developed as three versions (i.e., one which doesn't adjust negative probabilities, and the others which adjust negative probabilities in unvariate distributions). In addition, eight other media exposure models are evaluated against a database of 440 tabulated schedules constructed from 2003 comScore network data. The types of models tested include: three univariate models -- the Binomial Distribution Model (BIN), the Beta Binomial Distribution Model (BBD), and the Hofmans Beta Binomial Distribution Model (HBBD); three multivariate models -- the Dirichlet Multinomial Distribution Model (DMD), the Canonical Expansion Model (CANEX), and the Conditional Beta Distribution Model (CBD); and one aggregation model -- the Morgensztern Sequential Aggregation Model (MSAD). All of the models tested are based on probability distributions. Some models are a combination of probability distributions and ad hoc methods. In addition, the approximation model of the MBD called the Hyper Beta Distribution Model (HBD), is described and tested. The accuracy of the eleven models is assessed via two evaluation criteria of model performance -- the Average Percentage Error in Reach (AER) and the Average Percentage Error in Exposure Distribution (APE). All models are compared according to their relative overall accuracy as assessed by the two error measures. The proposed new multivariate model -- the Multivariate Beta Binomial Distribution Model (MBD) -- was generally more accurate than the other models for the estimation of reach. For the estimation of the exposure distribution, the model proved more accurate than the Binomial Distribution Model (BIN), the Beta Binomial Distribution Model (BBD), the Hofmans Beta Binomial Distribution Model (HBBD), and the Dirichlet Multinomial Distribution Model (DMD), but less accurate than the Canonical Expansion Model (CANEX), the Conditional Beta Distribution Model (CBD), the Morgensztern Sequential Aggregation Model (MSAD), and Hyper Beta Distribution Model (HBD). This study provides the foundation for further improvement of the model, along with recommendations for further investigation, since the theoretical potential for the performance of the model is high. / text

Thesis (Ph. D.)--University of Texas at Austin, 2005. / Supervisor: John D. Leckenby. Vita. Includes bibliographical references.

Celebrity endorsement is a multi-million dollar industry, with corporations spending large sums of money to hire sports celebrities to endorse their products and services. The existing literature shows that celebrity endorsers positively affect consumer attitudes and purchase intentions. Although much research effort has focused on various types of celebrities, little attention has been devoted to understanding the influence of Paralympian endorsement (PE) on consumers’ attitudes and purchase intentions. This research therefore aimed to investigate the characteristics of Paralympian endorsers that influence consumers’ attitudes and purchase intentions, and to develop a theoretical framework relating the determinants of Paralympian endorsers to consumers’ attitudes and purchase intentions in the UK. A theoretical framework was developed based on the integration of the theories of source attractiveness, source credibility and components of the theory of reasoned action. The proposed Paralympian Endorsement Framework (PEF) was examined in two phases, using a sequential exploratory mixed-methods design. During the first phase, an exploratory study was performed using 30 semi-structured interviews. The second phase used a quantitative survey involving 316 questionnaires. Consumers exhibited high levels of acceptance and positive attitudes towards Paralympians endorsing products and services. Attractiveness, expertise, familiarity, trustworthiness and respect were found to positively influence consumers’ attitudes and purchase intentions. Consumers also perceived corporations employing Paralympian endorsers as socially responsible, which further encouraged them to support and purchase from these companies. This is the first study using mixed methods to investigate consumers’ perceptions, attitudes and purchase intentions towards Paralympic endorsement. It is also one of the first to introduce the theory of reasoned action into the celebrity endorsement literature. The PEF provides a valuable foundation for future work, since it is the first such model of Paralympian endorsement. It is shown to be both robust and appropriate, implying that the theories on which it is based are indispensable for future research in this area. This research has several limitations, since the framework was tested solely on consumers in the UK who had expressed an interest in sport. To verify the generalisability of the results and to control for cultural differences, future work is needed which tests the model on sports retailers and consumers from other developed countries. The framework presented here is likely to be of importance to both academics and marketing professionals, in terms of both theoretical development and corporate practice.

The Out-of-home advertising media are far more expansive than they used to be, and the shape and format of these media globally, as well as in South Africa, have changed considerably over the past few decades. Until rather recently, the out-ofhome advertising media landscape consisted primarily of outdoor advertising or billboards; but these days, this has expanded to include other platforms, such as transit advertising media, street and retail furniture advertising media, and a wide variety of alternative out-of-home advertising media types. This proliferation of out-of-home advertising media, the scant research on out-of-home advertising media planning and the number of obstacles in the South African advertising- and media industry have emphasised the need for a clear understanding of the changing nature of out-of-home advertising media and the planning and integration thereof. No previous study has addressed the integration of different out-of-home advertising media platforms as part of an integrated marketing communication plan. Very little has been published on how out-of-home advertising media planning across platforms should actually be done, even more so in a developing country such as South Africa. It was therefore necessary to investigate this further, in order to propose a framework for guiding the planning and integration of out-of-home advertising media; and one that can be applied in the South African environment. The main aim of this study was to explore how experienced out-of-home advertising media specialists plan and integrate different out-of-home advertising media platforms, as part of an overall integrated marketing communication plan. This, together with an extensive investigation into the relevant literature, was then used to develop a framework for the planning and integration of out-of-home advertising media in South Africa. Purposive sampling was used to select ten out-of-home media specialists from within prominent media-only agencies, and out-of-home advertising media-specialist agencies in South Africa. The specialists selected were responsible for planning out-of-home advertising media strategies of several of the largest advertisers in South Africa. These advertisers included Coca Cola, Unilever, Brandhouse, Cadbury, Pantene, Pfizer, Vodacom, Cell C, MTN, Spar, Shoprite, KFC, ABSA, Standard Bank Nedbank, Visa, Sony, Virgin Active, Adidas, Green Cross, Kulula airlines, NuMetro and Eskom. In-depth interviews with these specialists were conducted, using a basic guiding framework or interview guide. Qualitative thematic analysis was applied to the transcribed interviews using the software program, ATLAS.ti. The qualitative findings revealed nine themes, related to three theoretical constructs, namely: the alignment of the out-of-home advertising media campaign with the overall integrated marketing communication plan; the planning of out-of-home advertising media; and the evaluation and research of out-of-home advertising media It was recommended that specialists who understand the requirements of coordination and integration on several levels should do the planning of out-of-home advertising media. These are firstly, the alignment between the out-of-home advertising campaign and the overall integrated marketing communication plan objectives; secondly, the co-ordination between the message strategy and an out-ofhome advertising media plan; and thirdly, the integration between different platforms and formats used in the out-of-home advertising media mix. To optimally achieve integration on all these different levels required vertical integration and communication between all the role-players involved: the advertisers, the advertising agency, the media agency and the out-of-home media specialists. Effective integrated out-of-home advertising media campaigns can no longer be treated as mere add-ons; they should be part of the planning right from the start. / Thesis (DCom)--University of Pretoria, 2012. / Marketing Management / DCom / Unrestricted

Introduction: Exclusive breastfeeding (EBF) contributes towards reducing infant and young child mortality however global EBF rates are sub-optimal. One of the factors that influences a mothers‟ choice to exclusively breastfeed her child, is the marketing of breast milk substitutes. The International Code of Marketing of Breast-milk Substitutes (ICMBS) was developed to promote, protect and support EBF. Although South Africa has adopted the ICMBS, the Code was only legislated in December 2012 to ensure compliance. Aim: To do a baseline assessment of the extent of ICMBS violations in the South African advertising media including magazines, newspapers, television (TV) and radio. Methods: In this cross-sectional study data were collected on multiple occasions. Data were collected by means of recording and/or screening daily broadcasts from four TV channels (SABC 1, 2, 3 and e.tv), nine commercial radio stations, 116 different magazines and 10 different newspapers for ICMBS violations. This study was done within a period of four months between November 2012 and January 2014. Violations pertaining to advertising media include advertising or promoting infant formula, other milk products marketed for children up to 36 months of age (e.g. growing-up milk or follow-on milk), foods for infants younger than six months, any other food or beverages marketed or represented to be suitable for the use as partial or total replacements of breast milk, and feeding bottles and teats to the general public (article 5.1 of the ICMBS). Results: A total number of 30 violations were identified from 117 baby product advertisements that were published in eight of the 169 screened magazines. No violations were found from advertisements on TV, radio or in newspapers. The majority of advertisements that violated article 5.1 of the ICMBS, were advertisements of feeding bottles (60%), followed by advertisements of growing-up milk (20%) and feeding teats (16.7%). Only one violation (3.3%) was an advertisement of infant food for infants younger than six months. Advertisements with violations were advertising baby products from 11 different companies. More than half of the violations (56.7%) were published in two editions from the same magazine, or inserts within that magazine, who‟s target group was pregnant women. Eight advertisements with violations (26.6%) were published in family magazines, three (10%) were published in baby magazines, and two (6.7%) were published in lifestyle magazines. Conclusion: According to the present baseline study, ICMBS violations were only found in a small percentage (4.7%) of magazines targeted mainly at pregnant women. However, although the present study included the majority of available South African magazines distributed in South Africa, not all the available newspapers, TV channels and radio stations were included in the sample size. The true extent of ICMBS violations in the South African advertising media may therefore be higher. It can also not be concluded that BMS companies use only magazines to advertise products pertaining to the scope of the ICMBS. A follow-up study need to determine the impact of legislating the Code on ICMBS violations in advertising media. / MSc (Nutrition), North-West University, Potchefstroom Campus, 2015

Introduction: Exclusive breastfeeding (EBF) contributes towards reducing infant and young child mortality however global EBF rates are sub-optimal. One of the factors that influences a mothers‟ choice to exclusively breastfeed her child, is the marketing of breast milk substitutes. The International Code of Marketing of Breast-milk Substitutes (ICMBS) was developed to promote, protect and support EBF. Although South Africa has adopted the ICMBS, the Code was only legislated in December 2012 to ensure compliance. Aim: To do a baseline assessment of the extent of ICMBS violations in the South African advertising media including magazines, newspapers, television (TV) and radio. Methods: In this cross-sectional study data were collected on multiple occasions. Data were collected by means of recording and/or screening daily broadcasts from four TV channels (SABC 1, 2, 3 and e.tv), nine commercial radio stations, 116 different magazines and 10 different newspapers for ICMBS violations. This study was done within a period of four months between November 2012 and January 2014. Violations pertaining to advertising media include advertising or promoting infant formula, other milk products marketed for children up to 36 months of age (e.g. growing-up milk or follow-on milk), foods for infants younger than six months, any other food or beverages marketed or represented to be suitable for the use as partial or total replacements of breast milk, and feeding bottles and teats to the general public (article 5.1 of the ICMBS). Results: A total number of 30 violations were identified from 117 baby product advertisements that were published in eight of the 169 screened magazines. No violations were found from advertisements on TV, radio or in newspapers. The majority of advertisements that violated article 5.1 of the ICMBS, were advertisements of feeding bottles (60%), followed by advertisements of growing-up milk (20%) and feeding teats (16.7%). Only one violation (3.3%) was an advertisement of infant food for infants younger than six months. Advertisements with violations were advertising baby products from 11 different companies. More than half of the violations (56.7%) were published in two editions from the same magazine, or inserts within that magazine, who‟s target group was pregnant women. Eight advertisements with violations (26.6%) were published in family magazines, three (10%) were published in baby magazines, and two (6.7%) were published in lifestyle magazines. Conclusion: According to the present baseline study, ICMBS violations were only found in a small percentage (4.7%) of magazines targeted mainly at pregnant women. However, although the present study included the majority of available South African magazines distributed in South Africa, not all the available newspapers, TV channels and radio stations were included in the sample size. The true extent of ICMBS violations in the South African advertising media may therefore be higher. It can also not be concluded that BMS companies use only magazines to advertise products pertaining to the scope of the ICMBS. A follow-up study need to determine the impact of legislating the Code on ICMBS violations in advertising media. / MSc (Nutrition), North-West University, Potchefstroom Campus, 2015