published_or_final_version / Business Administration / Master / Master of Business Administration

by Lui Sai Lung, Yau Wai Yip. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 76-77). / Questionnaire in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vi / Chapter / Chapter I --- INTRODUCTION --- p.1 / Objective --- p.3 / Chapter II --- SIGNIFICANCE OF STUDY --- p.4 / Chapter III --- LITERATURE REVIEW --- p.6 / What does internet advertising brings us? --- p.7 / What makes the differences? --- p.8 / What's the trend? --- p.8 / is there something missed? --- p.9 / how do we measure? --- p.11 / Chapter IV --- METHODOLOGY --- p.14 / Objective --- p.14 / The Banner Arrangement --- p.15 / Hypothesis --- p.16 / Web Site Design --- p.19 / Online Questionnaire --- p.22 / Pilot test --- p.23 / Sampling and invitation --- p.24 / Limitations --- p.24 / Chapter V --- FINDINGS AND ANALYSIS --- p.26 / Demographics --- p.26 / Perception of internet advertising --- p.28 / Effectiveness of internet advertising --- p.30 / Banner for Make Up Brands --- p.30 / Banner for Existing Brands --- p.32 / Ads Location and size --- p.32 / Pop up windows --- p.33 / Site traffic --- p.34 / Distribution on Time spend --- p.35 / Time spent and awareness --- p.37 / Other factor on awareness --- p.38 / Internet Age --- p.38 / Weekly Internet Usage --- p.39 / Online shopping experience --- p.39 / Click through --- p.40 / Chapter VI --- DISCUSSION AND IMPLICATIONS --- p.42 / Consumer behavior process --- p.42 / "Information Search, creating awareness" --- p.43 / Perception --- p.44 / Preference --- p.45 / Charging method --- p.46 / Who read the ads ？ --- p.48 / Click through --- p.49 / Chapter VII --- CONCLUSION --- p.51 / APPENDIX A - WEB SITES DESIGN LAYOUT --- p.54 / APPENDIX B THE AD BANNERS --- p.55 / APPENDIX C PRINT OUT OF THE WEB SITES --- p.58 / APPENDIX D THE QUESTIONNAIRE --- p.62 / APPENDIX E OUTPUT SUMMARY OF ANOVA TEST ON AD AWARENESS OF MAKE UP BRAND --- p.64 / APPENDIX F OUTPUT SUMMARY OF ANOVA TEST ON AD AWARENESS OF EXISTING BRAND ON WEB SITE 2 --- p.65 / APPENDIX G T-TEST ON THE AD AWARENESS OF NEW BRAND ON POP UP WINDOWS VERSE BOTTOM OF THE WEB SITE 2 --- p.66 / APPENDIX H T-TEST ON THE AD AWARENESS OF Q16 OF WEB SITE 1 AND 2 - LOCATED ON TOP VERSE POP UP WINDOW --- p.67 / APPENDIX I DESCRIPTIVE STATISTICS OF TIME SPENT WEB SITES --- p.68 / APPENDIX J DISTRIBUTION CHART OF TIME SPENT ON WEB SITE --- p.69 / APPENDIX K AD AWARENESS VERSE TIME SPENT --- p.70 / APPENDIX L OUTPUT SUMMARY FOR THE REGRESSION OF AVERAGE AWARENESS VERSE TIME SPENT --- p.72 / APPENDIX M OUTPUT SUMMARY OF ANOVA TEST ON AWARENESS AMONG DIFFERENT INTERNET AGE --- p.73 / APPENDIX N T-TEST OF AVERAGE AD AWARENESS AMONG PEOPLE WHO ONLINE ABOVE AND BELOW 8 HRS PER WEEK --- p.74 / APPENDIX O T-TEST ON THE AVERAGE AWARENESS OF PEOPLE HAVE AND HAVE NOT TRIED ONLINE SHOPPING --- p.75 / BIBLIOGRAPHY --- p.76

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

This paper examines the effects of serial position, price promotion, user experience and brand familiarity on search advertising in China. Past research on traditional media has hypothesized that TV ads in prime time and print ads in cover pages received more audience's attention than other ads placed in nonprime time spots on TV or other ads placed in inside pages in print media. Recent study finds the "banner blindness" phenomenon in interactive advertising due to user expertness. Past research also indicates that price promotion and brand familiarity have positive effects on consumer behavior. Will these theories also apply to the new media search engine? This study investigates whether higher ranked ads will result in higher click-through rates, whether "banner blindness" phenomenon also exists in search advertising and whether price promotion and brand familiarity lead to higher level of user attention and thus higher click-through rate. First, this paper analyzes advertisements in varied positions within the same context to better understand the effect of advertisement position ranking on consumer behavior, its role in advertising effectiveness, and the implications for interactive advertising and marketing communication. Second, it compares advertisement with price promotion message in ad copy with advertisement without price promotion message at the same ranking position within the same context. Finally, this study explores the relationship between user experience, brand familiarity and click-through rate. Major findings of this study include the following: first, primacy effect, price promotion and brand familiarity can lead to higher level of user attention to search advertisements and thus result in higher click-through rates. Second, user experience has a negative effect on search advertising effectiveness. The more experienced the users are, the less likely they click on search advertisements. Lastly, recency effect is not obtained in search advertising in this study. This study helps us better understand the effects of ad serial position, price promotion, user experience & brand familiarity on search advertising. It adds to our knowledge in search advertising and provides theoretical & practical implications for future research. / text