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.