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

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The effect of involvement with program context has long been an imperative factor in understanding advertising processing. However, contradictory theses and inconsistent findings demand better clarifications. This thesis bridges a gap between the key constructs of program intensity and product involvement in terms of TV advertising effects with the consideration of antecedents of program involvement. Following the “Cognitive Efficacy principle, the Wyer-Srull model, Limited Capacity Model and ELM model has been adopted to examine the theoretical frameworks of contextual and serial TV advertising position effects. With the emphasis on the concept of involvement, both situational and enduring involvement has been contemplated to explore the theoretical framework of TV advertising message processing. With the unit of analysis set at the advertised brand level, a naturalistic field study has been conducted to examine program intensity induced involvement (situational), product involvement (enduring) and audiences’ intrinsic involvement (enduring) effects on live TV advertising utilizing twelve years of Super Bowl broadcasting content analysis and survey data. The results have indicated that the advertisements subsequent to high intensity TV program contents are more likely to be memorized, yet it is moderated by product involvement. In other words the scoring segments would tend to have a positive effect on low involvement products and negative effect on high involvement products in terms of viewers’ memory. Additionally, the same effect patterns have been revealed on both high involvement (Fans) and low involvement (Non-Fans) viewers. However, the pattern of impact has not been witnessed on viewers’ attitude. The results have also validated serial position effects. The findings have revealed the dynamics created by program intensity and its interaction with product involvement on advertisement effects. The outcome also provided an in-depth understanding of TV ads positions for practical implications

The purpose of this research is to determine whether optimal ad placement and page context can significantly impact advertising effects, by extending hemispheric processing theory. This study contributes to the marketing literature by 1) addressing theoretical conflicts regarding optimal hemispheric ad placement (more favorable effects with leftward photo ads and rightward text ads; Janiszewski 1988) and page context (matching activation from "priming" of opposing brain hemispheres Janiszewski 1990), 2) by evaluating multiple advertising effects in relation to mere exposure rather than focusing primarily on attitudes (Janiszewski 1988, 1990), and 3) by addressing an important knowledge gap regarding optimal Web advertising (Dahlen, Rasch and Rosengren 2003). A growing amount of money is being spent on Internet advertising, with revenues totaling $12.5 billion in 2005, up more than 30 percent over 2004 (IAB 2006). However, banner ad click-through rates are low (between .1 and .2 percent for standard ads; DoubleClick 2007) and only 10% of business executives believe that banner advertising is highly effective in generating new business (Forrester 2006). Advertisers continue to use banner ads, perhaps because the "branding" benefits are not limited to clickthroughs (Briggs and Hollis 1997). While numerous ad-related factors have been previously studied (e.g., ad context creative factors, recall/recognition effects, repetition), to the author's knowledge no research has examined the effect of banner ad placement on advertising outcomes such as attention, recognition, brand attitude and purchase intention. / A 2 x 2 x 2 between subjects factorial design was implemented, in which the ad type (pictorial or verbal), ad placement (left or right of Web page), and the page type (text or image-oriented) were manipulated in an online environment. While the results only partially support the hypotheses (rank-ordered stimuli groups from "optimal" to "least optimal" effects) matching activation and hemispheric ad placement appeared to differentially affect advertising outcomes. A supplementary data analysis, which directly compared hemispheric ad placement and matching activation, indicates that matching activation has a greater effect on attention, while hemispheric ad placement has a greater effect on purchase intention. The findings suggest that online advertising efforts should be specifically matched with advertising goals. Managerial implications are discussed. / by Kendall Goodrich. / University Library's copy lacks signatures of Supervisory Committee. / Thesis (Ph.D.)--Florida Atlantic University, 2007. / Includes bibliography. / Electronic reproduction. Boca Raton, FL : 2007 Mode of access: World Wide Web.

Structural Health Monitoring is a useful tool for reducing maintenance costs and improving the life and performance of engineering structures. Impedance-Based SHM utilizes the coupled electromechanical behavior of piezoelectric materials to detect adverse changes and material and mechanical failures of structures. Environmental variables such as temperature present a challenge to assessing the veracity of damage detected through statistical modeling of impedance signals. An effective frequency shift method was developed to compensate impedance measurements for changes resulting from environmental temperature fluctuations. This thesis investigates how the accuracy of this method can be improved and be applied to a 100oF range of temperatures. Building up the idea of eliminating temperature effects from impedance measurements, this thesis investigates the possibility of using statistical moments to create a temperature independent impedance baseline. / Master of Science