by Allen Lo Hok Wai and Adolf Ho Ping Yau. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1981. / Bibliography: leaves 133-134.

by Shum, Wing Fai David, Tsang, Leung Lun Lennon. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1992. / Includes bibliographical references (leaves 93-94). / ACKNOWLEDGEMENTS --- p.i / ABSTRACT --- p.ii / TABLE OF CONTENT --- p.vi / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Advertisement Variation --- p.1 / Research Objective and Title --- p.4 / Chapter II. --- LITERATURE REVIEW --- p.5 / Background of the Ban on Cigarette Television Advertising --- p.5 / Situation after Bans in Other Nations --- p.8 / Rationale of the Research --- p.9 / Chapter III. --- THE RESEARCH HYPOTHESES --- p.11 / The Repetition-Variation Hypoptheses and the Elaboration Likelihood Model --- p.11 / Research Hypotheses --- p.14 / Chapter IV. --- RESEARCH METHODOLOGY --- p.17 / Causal Laboratory Experiment --- p.17 / Subjects and Design of the Experiment --- p.18 / Procedure of the Experiment --- p.20 / Non-experimental Independent Variables --- p.21 / Experimental Independent Variables ´ؤ´ؤX --- p.22 / Dependent Measures -- Oij --- p.23 / Consumer Research --- p.24 / Questionnaire Design --- p.24 / Sample Design --- p.25 / Chapter V. --- RESULTS DISCUSSIONS --- p.26 / Results Discussions of the Causal Laboratory Experiment --- p.26 / Brand Name Recall --- p.26 / Overall Attitudes toward the Cigarette Brand --- p.28 / Results Discussion of the Consumer Research --- p.31 / Brand Awareness of the Cigarette and the Corresponding Extended Product --- p.31 / Marlboro Classics --- p.36 / Kent Leisure --- p.37 / Mild Seven Freedom Holidays --- p.39 / Overall Feeling towards the Advertisements --- p.41 / Recall of the Brand's Cigarette when Viewing the Advertisement --- p.42 / Purchase Intent --- p.43 / Chapter VI. --- COMMENTS AND RECOMMENDATIONS --- p.45 / Persuasive Process --- p.45 / Information Processing --- p.47 / Brand Processing --- p.47 / Nonbrand Processing --- p.48 / Implications from Laboratory Experiment --- p.49 / Limitations --- p.50 / Implications from Consumer Research --- p.51 / Brand Product Extension --- p.53 / Chapter VII. --- CONCLUSIONS --- p.56 / APPENDIX / Chapter 1. --- MEDIA EXPENDITURE FOR 1990 一一 CIGARETTE --- p.59 / Chapter 2. --- PROCEDURE FOR THE EXPERIMENT --- p.60 / Chapter 3 . --- OBSERVATIONS OF THE DEPENDENT MEASURES --- p.63 / Chapter 4. --- QUESTIONNAIRE FOR CONSUMER RESEARCH --- p.65 / Chapter 5. --- SCORES OF TOP-OF-MIND AWARENESS --- p.70 / Chapter 6. --- PERCENTAGE OF RESPONDENTS WHO KNOW ABOUT THE PRODUCT EXTENSION OF THE CIGARETTE BRANDS THEY HAVE NAMED IN Q1 --- p.71 / Chapter 7. --- PERCENTAGE OF RESPONDENTS WHO HAVE SEEN ADVERTISEMENTS OF THE EXTENDED PRODUCT --- p.72 / Chapter 8. --- PERCENTAGE BREAKDOWN OF CHANNELS FROM WHICH THE RESPONDENTS SAW THE ADVERTSIEMENTS --- p.73 / Chapter 9. --- ATTITUDE TOWARDS THE ADVERTISEMENT OF MARLBORO CLASSICS --- p.74 / Chapter 10. --- ATTITUDE TOWARDS THE ADVERTISEMENT OF KENT LEISURE --- p.77 / Chapter 11. --- ATTITUDE TOWARDS THE ADVERTISEMENT OF MILD SEVEN FREEDOM HOLIDAYS --- p.80 / Chapter 12. --- OVERALL FEELING TOWARDS THE ADVERTISEMENT OF THE EXTENDED PRODUCT --- p.83 / Chapter 13. --- PURCHASE INTENT OF THE CORRESPONDING CIGARETTE --- p.84 / Chapter 14. --- PHOTOGRAPHS OF THE DUMMY PRINT-ADVERTISEMENTS --- p.86 / Chapter 15. --- PHOTOGRAPH OF THE PRINT-ADVERTISEMENT OF THE TESTING CIGARETTE --- p.91 / Chapter 16. --- PHOTOGRAPH OF THE PRINT-ADVERTISEMENT OF THE EXTENDED PRODUCT --- p.92 / BIBLIOGRAPHY --- p.93

Thesis (M.B.A.)--Chinese University of Hong Kong. / Bibliography: leaves 78-79.