Thesis (M.B.A.)--University of Hong Kong, 1996. / Includes bibliographical references (leaf 136-139).

Thesis (Ph. D.)--University of Texas at Austin, 1999. / Vita. Includes bibliographical references (leaves 288-301). Available also in a digital version from Dissertation Abstracts.

The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on October 20, 2009). Thesis advisor: Professor Emeritus George Kennedy. Includes bibliographical references.

Thesis (M.A.)--University of Texas at El Paso, 2009. / Title from title screen. Vita. CD-ROM. Includes bibliographical references. Also available online.

Thesis (M.A.)--University of Missouri-Columbia, 2006. / The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 29, 2007) Includes bibliographical references.

Thesis (Ph.D.)--University of Nebraska-Lincoln, 2006. / Title from title screen (site viewed May 23, 2007). PDF text: viii, 189 p. : ill. ; 0.40Mb UMI publication number: AAT 3237484. Includes bibliographical references. Also available in microfilm and microfiche formats.

No description available.

Digital advertising has seen dramatic growth over the last decade. Total digital ad spending in the US has increased 6 times between 2010 and 2020, from $26 billion to $152 billion(eMarketer). This impressive development has in turn sparked a huge stream of literature studying all the different aspects of advertising in the digital media. My dissertation contributes to this literature via two essays. In the first essay, I consider a very important topic of ad blocking, that in the recent years has become a significant threat to advertising supported content. With a specific focus on consumer and total welfare, I show the detrimental role of the adblockers’ current revenue model in decreasing content quality, consumer surplus and total welfare. In the second essay, I study demand learning in digital advertising markets, where firms learn over time how their advertising campaigns impact consumer demand by using their advertising campaign outcomes in earlier periods. By developing an analytic model, I demonstrate in several scenarios, such as monopoly and competition, that learning has an ambiguous effect on the key market parameters and, in particular, on the equilibrium advertising and quantities.

by Lai Wing-Lok & Wong King-Man. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 82-84). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter CHAPTER II --- BACKGROUND --- p.4 / Chapter CHAPTER III --- OPPORTUNITIES --- p.13 / Chapter CHAPTER IV --- Present Development - Internet Payment System --- p.25 / Chapter CHAPTER V --- FUTURE TREND --- p.32 / Chapter CHAPTER VI --- REAL LIFE EXAMPLES --- p.36 / Chapter CHAPTER VII --- CHALLENGES TO FACE --- p.56 / Chapter CHAPTER VIII --- LOCAL SURVEY --- p.64 / Chapter CHAPTER XI --- RECOMMENDATIONS --- p.73 / Chapter CHAPTER X --- CONCLUSIONS --- p.79 / BIBLIOGRAPHY --- p.82 / APPENDIX I SAMPLE QUESTIONNAIRE --- p.i / APPENDIX II - LOCAL SURVEY ON APPLYING INTERNET ON BUSINESS IN HONG KONG - CONSOLIDATED RESPONSES --- p.v

by Chan Chui Yiu, Chan Wai Ying. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1996. / Includes bibliographical references (leaves 150-153). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF ILLUSTRATIONS --- p.viii / LIST OF TABLES --- p.x / ACKNOWLEDGMENT --- p.xi / Chapter / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 2. --- PROJECT OBJECTIVE AND OUTLINE --- p.3 / Chapter 3. --- RESEARCH METHOD --- p.7 / Chapter 3.1 --- Research Design --- p.7 / Chapter 3.1.1 --- Exploratory Research --- p.7 / Chapter 3.1.2 --- Descriptive Research --- p.7 / Chapter 3.2 --- Questionnaire Design and Data Collection Method --- p.8 / Chapter 3.3 --- Sampling --- p.9 / Chapter 4. --- LITERATURE REVIEW --- p.12 / Chapter 4.1 --- Internet Development in the World --- p.12 / Chapter 4.1.1 --- Demographic Information --- p.13 / Chapter 4.1.2 --- Internet Tools and Major application --- p.20 / Chapter 4.1.3 --- Marketer's Activities --- p.23 / Chapter 4.1.4 --- Shopping On-Line --- p.25 / Chapter 4.2 --- Internet Development in Hong Kong --- p.27 / Chapter 4.2.1 --- Users Number And Growth Rate --- p.27 / Chapter 4.2.2 --- Internet Started Differently In Hong Kong When Compared To US --- p.28 / Chapter 4.2.3 --- HKIX Help The Development Of Internet In Hong Kong --- p.29 / Chapter 4.2.4 --- Legal Issues --- p.30 / Chapter 4.2.5 --- Other Concerns --- p.32 / Chapter 4.2.6 --- On-Line Business --- p.33 / Chapter 4.2.7 --- Cost --- p.35 / Chapter 4.2.8 --- Future Development --- p.36 / Chapter 4.3 --- Characteristics Of Internet Marketing --- p.38 / Chapter 4.3.1 --- Target Customers --- p.41 / Chapter 4.3.2 --- Communication --- p.42 / Chapter 4.3.3 --- Product --- p.49 / Chapter 4.3.4 --- Service --- p.53 / Chapter 4.3.5 --- Sales Forces --- p.54 / Chapter 4.3.6 --- Price..................................…….…… --- p.56 / Chapter 4.3.7 --- Distribution --- p.57 / Chapter 4.3.8 --- Other Characteristics of Internet Marketing --- p.57 / Chapter 4.3.9 --- Some other thorny issues of Internet-marketing on World Wide Web --- p.59 / Chapter 4.4 --- Businesses Suitable for Marketing on the Internet --- p.64 / Chapter 5. --- SURVEY FINDING: INTERNET USERS PROFILE --- p.67 / Chapter 5.1 --- Demographic Information --- p.68 / Chapter 5.2 --- Major Applications of Internet Users --- p.73 / Chapter 5.3 --- Preference on Information of Internet Users --- p.79 / Chapter 5.4 --- Perception of Shopping on Internet --- p.80 / Chapter 5.5 --- Internet Users' Likes and Dislikes …………… --- p.86 / Chapter 5.6 --- Summary.........................................................................…… --- p.89 / Chapter 6. --- CASE STUDIES OF HONG KONG COMPANIES --- p.90 / Chapter 6.1 --- VTECH Group of Company --- p.90 / Chapter 6.1.1 --- Company Background --- p.90 / Chapter 6.1.2 --- Web Page --- p.92 / Chapter 6.1.3 --- Strategy for the Internet --- p.93 / Chapter 6.1.4 --- Experience about Marketing on the Internet --- p.94 / Chapter 6.1.5 --- Future Planning --- p.96 / Chapter 6.1.6 --- Analysis and Comments --- p.96 / Chapter 6.2 --- Chow Sang Sang Jewllery Company Limited --- p.98 / Chapter 6.2.1 --- Company Background…..……………… --- p.98 / Chapter 6.2.2 --- Web Page --- p.99 / Chapter 6.2.3 --- Strategy for the Internet --- p.100 / Chapter 6.2.4 --- Experience about Marketing on the Internet --- p.102 / Chapter 6.2.5 --- Future Planning --- p.103 / Chapter 6.2.6 --- Comments --- p.104 / Chapter 6.3 --- Cathay Pacific --- p.105 / Chapter 6.3.1 --- Company Background --- p.105 / Chapter 6.3.2 --- Web Page --- p.105 / Chapter 6.3.3 --- Strategy for the Internet --- p.106 / Chapter 6.3.4 --- Experience about Marketing on the Internet --- p.108 / Chapter 6.3.5 --- Analysis and Comments --- p.109 / Chapter 6.4 --- Bar Tech Company Ltd --- p.110 / Chapter 6.4.1 --- Company Background --- p.110 / Chapter 6.4.2 --- Web Page --- p.110 / Chapter 6.4.3 --- Strategy for the Internet --- p.111 / Chapter 6.4.4 --- Experience about Marketing on the Internet --- p.112 / Chapter 6.4.5 --- Analysis and Comments --- p.112 / Chapter 7. --- STRATEGY FOR MARKETING ON THE INTERNET --- p.114 / Chapter 7.1 --- Industry Analysis and Segmentation --- p.114 / Chapter 7.2 --- Market Objectives and Internet Objectives --- p.117 / Chapter 7.3 --- Six Marketing Mix Weapons --- p.117 / Chapter 7.3.1 --- Communication Weapon --- p.118 / Chapter 7.3.2 --- Service Weapon --- p.123 / Chapter 7.3.3 --- Distribution Weapon --- p.124 / Chapter 7.3.4 --- Products Weapon --- p.125 / Chapter 7.3.5 --- Price Weapon --- p.126 / Chapter 7.3.6 --- Sales Force Weapon --- p.126 / Chapter 7.4 --- Measuring Efficiency…… --- p.127 / Chapter 7.4.1 --- Conceptual Model of Web efficiency --- p.127 / Chapter 7.4.2 --- Feasible Measures...............................................................……… --- p.130 / Chapter 7.5 --- Conclusion..................…………………………............................….… --- p.131 / Chapter 8. --- OUR EXPERIENCE AND THE LIMITATIONS OF DOING SURVEYS ON THE INTERNET --- p.132 / Chapter 8.1 --- Our Experience of Doing Survey on the Internet --- p.132 / Chapter 8.2 --- The Limitations of Our Survey --- p.134 / APPENDIXES / Chapter 1. --- Questionnaire Web Page --- p.137 / Chapter 2. --- VTECH Web Page --- p.142 / Chapter 3. --- Chow Sang Sang Jewllery Company Web Page --- p.144 / Chapter 4. --- Cathay Pacific Airways Limited Web Page --- p.146 / Chapter 5. --- Bar Tech Company Limited Web Page --- p.148 / REFERENCES --- p.150