by Ma Hon-chung, Paris. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves [B-1]-B-3. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.viii / ACKNOWLEDGEMENTS --- p.ix / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.1 --- Cable TV as an Advertising Media --- p.1 / Chapter 1.2 --- Cable TV as a Direct marketing Tool --- p.3 / Chapter 1.3 --- The Research Objectives --- p.8 / Chapter 1.4 --- The Hypothesis --- p.10 / Chapter 1.5 --- The Significance of the Research --- p.11 / Chapter CHAPTER II --- RESEARCH DESIGN AND METHODOLOGY --- p.13 / Chapter 2.1 --- Variables --- p.14 / Chapter 2.2 --- Literature Survey --- p.16 / Chapter 2.3 --- Brief Technical Study --- p.16 / Chapter 2.4 --- Sampling Plan --- p.17 / Chapter 2.5 --- Sampling Criteria --- p.18 / Chapter 2.6 --- Product Design and Demonstration --- p.20 / Chapter 2.7 --- Consumer Research --- p.21 / Chapter 2.8 --- Analysis and Conclusion --- p.22 / Chapter CHAPTER III --- LITERATURE SURVEY --- p.23 / Chapter 3.1 --- The Early Systems --- p.23 / Chapter 3.2 --- Home Shopping through Viewdata System --- p.25 / Chapter 3.3 --- Industrial Experience of Home Shopping through Cable TV --- p.27 / Chapter 3.4 --- Other Related Studies --- p.30 / Chapter CHAPTER IV --- A BRIEF TECHNICAL STUDY --- p.32 / Chapter 4.1 --- Compostion of a Direct Response Cable TV System --- p.32 / Chapter 4.2 --- Cable System in Hong Kong --- p.33 / Chapter 4.3 --- HDTV and Future System --- p.35 / Chapter CHAPTER V --- CONSUMER RESEARCH - RESULTS AND ANALYSIS --- p.38 / Chapter 5.1 --- Summary of Procedure --- p.38 / Chapter 5.2 --- Samples Achieved --- p.40 / Chapter 5.3 --- Shopping Habit and Shopping Decision --- p.42 / Chapter 5.4 --- General Reception and Expectation --- p.44 / Chapter 5.5 --- Preference on Format and Program View Time --- p.46 / Chapter 5.6 --- Merchandise and Presentation --- p.47 / Chapter 5.7 --- Price Tolerance --- p.48 / Chapter 5.8 --- Response Method --- p.49 / Chapter 5.9 --- Delivery Option --- p.50 / Chapter 5.10 --- Payment Option --- p.51 / Chapter 5.11 --- Merchandise Return Policy --- p.51 / Chapter 5.12 --- Other Attributes --- p.52 / Chapter CHAPTER VI --- CONCLUSION AND RECOMMENDATION --- p.54 / Chapter 6.1 --- Limitation of the Research Reinstated --- p.54 / Chapter 6.2 --- Conclusion and Suggestion --- p.55 / Chapter 6.2.1 --- Group Difference - Inference --- p.55 / Chapter 6.2.2 --- General Reception and Expectation --- p.57 / Chapter 6.2.3 --- Program Format and View Time --- p.58 / Chapter 6.2.4 --- Merchandise and Presentation --- p.59 / Chapter 6.2.5 --- Price --- p.59 / Chapter 6.2.6 --- Response Method --- p.60 / Chapter 6.2.7 --- Order Acknowledgement --- p.60 / Chapter 6.2.8 --- Delivery --- p.60 / Chapter 6.2.9 --- Payment --- p.61 / Chapter 6.2.10 --- Merchandise Return Policy --- p.61 / Chapter 6.2.11 --- Others --- p.62 / Chapter 6.3 --- Recommendation --- p.62 / Chapter 6.4 --- Areas for Further Research --- p.65 / Chapter CHAPTER VII --- SUMMARY OF FINDINGS --- p.67 / APPENDIX / Chapter 1. --- Consumer Research Focus Group Discussion Guide --- p.Al-1 / Chapter 2. --- Consumer Research Visual Aid ´ؤ Contents --- p.A2-1 / Chapter 3. --- Consumer Research Sample Quota Sheet --- p.A3-1 / Chapter 4. --- Sample Profile --- p.A4-1 / BIBLIOGRAPHY

by Yang, Grace Rosa, Lau Tat-chi, Edmond, Wong Chi-keung, Wilson. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1990. / Bibliography: leaves 19-20. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iv / LIST OF CHARTS AND TABLES --- p.vi / PREFACE --- p.ix / CHAPTER / Chapter 1. --- INTRODUCTION --- p.1 / Chapter 2. --- RESEARCH OBJECTIVES --- p.3 / Chapter 3. --- CABLE TELEVISION: DEVELOPMENT AND BIBLIOGRAPHY / Development of Cable Television in the West / Origins --- p.4 / Growing Popularity --- p.5 / Changing Nature --- p.5 / Present Situation --- p.6 / General Services Offered by Cable Television --- p.6 / History and Development of Hong Kong Cable TV --- p.14 / Advertising on Cable Television / Information on Cable Television Subscribers --- p.17 / "Cable TV vs ""Traditional"" TV with respect to Advertising" --- p.17 / Bibliography --- p.19 / Chapter 4. --- PROFILE REPORTS / Company Profile --- p.21 / Product Profile / Programming --- p.22 / Advertising --- p.24 / Market Profile / Media Scene --- p.25 / Television --- p.26 / Demographics --- p.30 / Advertising --- p.33 / Future Development --- p.38 / Chapter 5. --- RESEARCH METHODOLOGY / Research on Advertisers/ Advertising Agencies / Objectives --- p.39 / Research Design --- p.40 / Data Collection Instrument --- p.40 / Response --- p.41 / Research on Household Subscribers / Objectives --- p.41 / Research Design --- p.42 / Data Collection Instrument --- p.42 / Response --- p.42 / Chapter 6. --- FINDINGS AND INTERPRETATION / Research on Advertisers/ Advertising Agencies / Response and Demographics of Respondents --- p.43 / Advertising --- p.43 / Cable Advertising --- p.44 / Research on Households / Response and Demographics of Respondents --- p.48 / Factors affecting decisions about subscribing to cable TV --- p.48 / Media time-spending pattern --- p.52 / Families' opinions on TV programmes --- p.56 / Chapter 7. --- RECOMMENDATIONS / Marketing Objectives / Household --- p.64 / Programming --- p.65 / Advertising --- p.65 / Marketing Strategies for Household Subscription / Product --- p.66 / Pricing --- p.67 / Promotion --- p.68 / Marketing Strategies for Advertising / Product --- p.69 / Pricing --- p.70 / Promotion --- p.71 / APPENDICES / Chapter 1. --- Chinese Version of Questionnaire for Households / Chapter 2. --- English Version of Questionnaire for Households / Chapter 3. --- Questionnaire for Agencies /Advertisers / Chapter 4. --- List of Channels Proposed by Hong Kong Cable Communications / GLOSSARY

by Law Yuet Yung, Florence, Ma Yuen Hung, Pony. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1993. / Includes bibliographical references (leaves 62-66). / ACKNOWLEDGEMENT --- p.i / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / CHAPTER / Chapter I. --- INTRODUCTION --- p.1 / Chapter 1.1 --- Definition of Direct Response Television Advertising --- p.1 / Chapter 1.2 --- Development of DRTV Advertising in the United States --- p.2 / Chapter 1.3 --- Merits of DRTV Advertising --- p.3 / Chapter 1.4 --- Emergence of DRTV Advertising in Hong Kong --- p.4 / Chapter 1.5 --- Research Objectives --- p.5 / Chapter II. --- RESEARCH METHODOLOGY --- p.7 / Chapter 2.1 --- Literature Review --- p.7 / Chapter 2.2 --- Direct Observation of DRTV Commercials --- p.8 / Chapter 2.3 --- Interview with DRTV Marketers and DM Agency --- p.8 / Chapter 2.4 --- Interview with Television Broadcasting Companies --- p.8 / Chapter 2.5 --- Interview with Consumer Council --- p.9 / Chapter 2.6 --- Interview with Consumers --- p.9 / Chapter 2.7 --- Analysis and Conclusion --- p.10 / Chapter III. --- FINDINGS FROM LITERATURE REVIEW --- p.11 / Chapter 3.1 --- Experience in the United States --- p.11 / Chapter 3.2 --- Reasons for DRTV Advertising to Become Popular in the United States --- p.13 / Chapter 3.3 --- Consumer Acceptance of DRTV Advertising in the United States --- p.13 / Chapter IV. --- DIRECT OBSERVATION OF DRTV COMMERCIALS --- p.15 / Chapter 4.1 --- Development of DRTV Advertising in Hong Kong --- p.15 / Chapter 4.2 --- Time Slot and Length of DRTV Commercials --- p.16 / Chapter 4.3 --- Types of Products Sold and Price Range --- p.16 / Chapter 4.4 --- Presentation Style --- p.17 / Chapter V. --- SUMMARY OF INTERVIEW FINDINGS --- p.19 / Chapter 5.1 --- DRTV Marketers and DM Agency --- p.19 / Chapter 5.1.1 --- History of DRTV Advertising in Hong Kong --- p.19 / Chapter 5.1.2 --- Reasons for Going into DRTV Advertising --- p.20 / Chapter 5.1.3 --- Operations --- p.21 / Chapter 5.1.4 --- Conditions Favouring the Development of DRTV Advertising --- p.22 / Chapter 5.1.5 --- Constraints Hindering the Development of DRTV Advertising --- p.23 / Chapter 5.1.6 --- Marketing Strategy --- p.24 / Chapter 5.1.7 --- Cable Television --- p.25 / Chapter 5.1.8 --- Prediction of Future Development of DRTV Advertising in Hong Kong --- p.26 / Chapter 5.2 --- Television Broadcasting Companies --- p.26 / Chapter 5.2.1 --- Regulations Imposed by the Television & Entertainment Licensing Authority (TELA) and Broadcasting Authority (BA) --- p.27 / Chapter 5.2.2 --- Air Time and Charges for DRTV Commercials --- p.28 / Chapter 5.2.3 --- Comment on Development of DRTV Advertising --- p.29 / Chapter 5.3 --- Consumer Council --- p.29 / Chapter 5.3.1 --- Nature and Number of Consumer Complaints --- p.29 / Chapter 5.3.2 --- Action Taken by Consumer Council --- p.30 / Chapter 5.3.3 --- Study Done by Consumer Council on DM --- p.30 / Chapter 5.3.4 --- Advices Given by Consumer Council to DRTV Marketers --- p.31 / Chapter 5.4 --- DRTV Buyers --- p.32 / Chapter 5.4.1 --- Demographics --- p.32 / Chapter 5.4.2 --- Types and Prices of Products Bought --- p.33 / Chapter 5.4.3 --- Reasons for Buying --- p.33 / Chapter 5.4.4 --- Recall of Ordering Process --- p.34 / Chapter 5.4.5 --- Comment on Quality of Products and Service --- p.34 / Chapter 5.4.6 --- General Comment on DRTV Advertising --- p.35 / Chapter 5.4.7 --- Shopping Habit and Decision Making Process --- p.36 / Chapter 5.4.8 --- Subscription of Star TV and Cable TV --- p.36 / Chapter 5.5 --- Consumers Without Prior Purchase Experience through DRTV Advertising --- p.37 / Chapter 5.5.1 --- Demographics --- p.37 / Chapter 5.5.2 --- Reasons for No Intention to Buy --- p.37 / Chapter 5.5.3 --- Comment on DRTV Advertising Programme --- p.39 / Chapter 5.5.4 --- General Perception on DRTV Advertising as a Shopping Means --- p.39 / Chapter 5.5.5 --- Shopping Habit and Decision Making Process --- p.39 / Chapter 5.5.6 --- Subscription of Star TV and Cable TV --- p.40 / Chapter VI. --- ANALYSIS --- p.41 / Chapter 6.1 --- Limitation --- p.41 / Chapter 6.1.1 --- Nature of Study --- p.41 / Chapter 6.1.2 --- Sample --- p.41 / Chapter 6.1.3 --- Non-Professional Interviewers --- p.42 / Chapter 6.2 --- Factors Favourable for the Development of DRTV Advertising in Hong Kong --- p.42 / Chapter 6.2.1 --- Economic Factors --- p.42 / Chapter 6.2.2 --- Societal Factors --- p.43 / Chapter 6.2.3 --- Technological Factors --- p.43 / Chapter 6.3 --- Consumers' Perception and Acceptance of DRTV Advertising --- p.43 / Chapter 6.3.1 --- Merits Perceived --- p.44 / Chapter 6.3.2 --- Risks Perceived --- p.44 / Chapter 6.4 --- Existing Strategy of DRTV Marketers --- p.46 / Chapter 6.4.1 --- Credibility of DRTV Marketers --- p.46 / Chapter 6.4.2 --- Total Marketing Mix --- p.47 / Chapter 6.5 --- Launching of Cable TV --- p.48 / Chapter VII. --- RECOMMENDATION --- p.49 / Chapter 7.1 --- Strategies Recommended to DRTV Marketers on : --- p.49 / Chapter 7.1.1 --- Product Selection --- p.49 / Chapter 7.1.2 --- Pricing --- p.50 / Chapter 7.1.3 --- Delivery --- p.51 / Chapter 7.1.4 --- After-Sale Services --- p.51 / Chapter 7.1.5 --- Presentation Format of DRTV Commercials --- p.52 / Chapter 7.1.6 --- Customer Base Management --- p.53 / Chapter 7.1.7 --- Exploiting Opportunities Provided by Cable TV --- p.53 / Chapter 7.1.8 --- Role of DRTV Advertising in the Total Marketing Mix --- p.54 / Chapter 7.2 --- Need for DRTV Practitioners to Develop DRTV Advertising as an Industry --- p.55 / Chapter 7.3 --- Government Legislation --- p.56 / Chapter VIII. --- CONCLUSION --- p.57 / APPENDIX --- p.58 / BIBLIOGRAPHY --- p.62

published_or_final_version / Business Administration / Master / Master of Business Administration

Wong Wing See, Michelle. / Thesis submitted in: June 2003. / Thesis (M.Phil.)--Chinese University of Hong Kong, 2004. / Includes bibliographical references (leaves 135-139). / Abstracts in English and Chinese. / Preface --- p.1 / Chapter Chapter 1: --- Simulation Rules --- p.12 / Chapter 1.1: --- Case Study: The Production of Reality in TV --- p.41 / Chapter Chapter 2: --- The Nature of Sign --- p.54 / Chapter 2.1: --- Saussure: Language is the system of signs --- p.55 / Chapter 2.2: --- Barthes and his idea of Mythology --- p.57 / Chapter 2.3: --- Baudrillard's model of signification: All Signs must Burn --- p.62 / Chapter 2.3.1: --- Postmodern Hyperreality --- p.70 / Chapter 2.4: --- Image of Desert --- p.75 / Chapter 2.5: --- Desert Screen - Hong Kong advertisement in the age of hypersignification --- p.84 / Case Study 1: Sunday --- p.85 / Case Study 2: KMB: local discourse --- p.93 / Case Study 3: Vitasoy --- p.98 / Chapter 2.6: --- Consuming Hong Kong --- p.101 / Chapter 2.6.1: --- Features of Postmodern Consumption --- p.103 / Chapter 2.6.2: --- "Consumption within a ""Cultural Desert""" --- p.105 / Chapter 2.7: --- Te inadequacy of Baudrillard --- p.110 / Chapter Chapter 3: --- The Question of Agency: The Inventiveness our Everyday Practice --- p.114 / Chapter 3.1: --- Tactic 1 - mutating the established rules --- p.123 / Chapter 3.2: --- Tactic 2 - Silence as Weapon --- p.126 / Chapter 3.3: --- Tactic 3 - re-establishing of distance --- p.128 / Conclusion: --- p.131 / Works Cited --- p.135

by Fong Sze Nga, Natalie. / Questionnaire in Chinese. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 78-84). / Acknowledgments --- p.i / Abstract --- p.ii / Chapter I. --- Introduction --- p.1 / Chapter A. --- Overview / Chapter B. --- Purposes / Chapter C. --- Reasons for selecting television commercials / Chapter D. --- Objectives of the study / Chapter E. --- Outline of this research report / Chapter II. --- Theoretical Framework --- p.8 / Chapter A. --- Shared themes on involvement / Chapter B. --- Statement of problems / Chapter C. --- Individual-centered involvement level / Chapter D. --- Stimuli-centered involvement level --- High/low involvement product commercials / Chapter E. --- Dependent variables / Chapter F. --- Other concepts pertaining to involvement / Chapter III. --- Methodology --- p.20 / Chapter A. --- Sample / Chapter B. --- Overview of the experimental study / Chapter C. --- Modifications of pilot study / Chapter D. --- Index construction of independent variables / Chapter E. --- Index construction of dependent variables / Chapter IV. --- Hypotheses & Analysis --- p.42 / Chapter A. --- Main findings / Chapter B. --- Summary of main findings / Chapter C. --- Further Analysis on Relationships Between People Involvement Level and Information Seeking & Interest Stimulation / Chapter D. --- Other concepts pertaining to the concept of involvement / Chapter V. --- Discussions & Implications --- p.66 / Chapter A. --- What is high involvement? / Chapter B. --- Variations of personal values and product advertisements / Chapter C. --- Importance of individual-centered involvement level / Chapter D. --- Involvement is consumer-determined and situation-specific / Chapter E. --- Measurement of involvement level / Chapter F. --- Differentiation of product and commercials / Chapter G. --- Equivalence of product commercials / Chapter VI. --- Suggestions for Future Research --- p.76 / Chapter VII. --- Limitations of the Study --- p.77 / References --- p.78 / Appendices

abstract / English / Master / Master of Philosophy

by Pok Fook Sun. / Questionnaire in Chinese. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1997. / Includes bibliographical references (leaves 134-141). / Acknowledgments --- p.i / Abstract --- p.ii / Chapter Chapter 1: --- Introduction --- p.1 / Chapter Chapter 2: --- Literature Review --- p.5 / Chapter A. --- Regulation of TV Commercials --- p.5 / Chapter B. --- Areas of Concern --- p.7 / Chapter C. --- Understanding the Selling Intent of TV Ads --- p.9 / Chapter D. --- "Effects of TV ads on Children's Cognitions, Attitudes, and Behaviors" --- p.10 / Chapter E. --- Effects of TV Ads on Consumption Behaviors --- p.12 / Chapter F. --- Effects of TV Ads and the Parental Influence on Children's Consumption Behaviors --- p.17 / Chapter G. --- Findings from Local Researches --- p.18 / Chapter Chapter 3: --- Theoretical Framework --- p.22 / Chapter A. --- Overview --- p.22 / Chapter B. --- Theory of Consumer Socialization --- p.23 / Chapter C. --- A Conceptual Framework for Consumer Socialization --- p.27 / Chapter Chapter 4: --- Research Design --- p.32 / Chapter A. --- Research Objectives --- p.32 / Chapter B. --- Variables and Operational Definition --- p.33 / Chapter C. --- Hypotheses --- p.40 / Chapter D. --- Sampling --- p.45 / Chapter E. --- Data Collection --- p.45 / Chapter F. --- Coding Procedure --- p.46 / Chapter G. --- Statistical Analysis --- p.47 / Chapter Chapter 5: --- Data Analysis --- p.49 / Chapter A. --- Respondents' Profile --- p.49 / Chapter B. --- Scales Reliability --- p.61 / Chapter C. --- Hypotheses Testing --- p.68 / Chapter Chapter 6: --- Discussion of Research Findings and Implications --- p.96 / Chapter A. --- Overview --- p.96 / Chapter B. --- Effects of Social Structural Variable --- p.96 / Chapter C. --- Effects of Age --- p.101 / Chapter D. --- Effects of Socialization Agents --- p.102 / Chapter E. --- Implications --- p.108 / Appendix / Chapter I. --- Television Code of Practice on Advertising Standards --- p.115 / Chapter II. --- "Enrollment Statistics, Hong Kong Education Department, 1995-96" --- p.118 / Chapter III. --- List of Sampling Units --- p.119 / Chapter IV. --- Sample Letter of Request --- p.120 / Chapter V. --- Sample Questionnaire (English Version) --- p.121 / Chapter VI. --- Sample Questionnaire (Chinese Version) --- p.128 / References --- p.134