Thesis PlanB (M.S.)--University of Wisconsin--Stout, 2007. / Includes bibliographical references.

作者何華芝. / 論文(碩士) -- 香港中文大學硏究院傳播學部, 1995. / 附參考文獻. / zuo zhe He Huazhi. / Chapter 第一章 --- 緖論 --- p.1-4 / Chapter 1.1 --- 研究焦點 --- p.1 / Chapter 1.2 --- 理論參考 --- p.2 / Chapter 1.3 --- 硏究方法 --- p.2 / Chapter 1.4 --- 硏究意義 --- p.3 / Chapter 1.5 --- 論文結構 --- p.3 / Chapter 第二章 --- 傳播媒介與政治經濟學 --- p.5 -21 / Chapter 2.1 --- 馬克思的政治經濟學 --- p.7 / Chapter 2.2 --- 批判政治經濟學 --- p.9 / Chapter 2.3 --- 政治主義與集權主義 --- p.12 / Chapter 2.4 --- 中國改革的政治經濟學 --- p.15 / Chapter 2.5 --- 傳播媒介政治經濟學研究綜述 --- p.18 / Chapter 第三章 --- 分析架構與硏究方法 --- p.22 -35 / Chapter 3.1 --- 分析架構 --- p.22 / Chapter 3.2 --- 硏究假設 --- p.26 / Chapter 3.3 --- 硏究方法 --- p.32 / Chapter 第四章 --- 中國廣告的行業結構與管理制度 --- p.36 -54 / Chapter 4.1 --- 廣告的定義 --- p.36 / Chapter 4.2 --- 廣告行業結構 --- p.38 / Chapter 4.3 --- 廣告經營結構 --- p.44 / Chapter 4.4 --- 廣告管理制度 --- p.52 / Chapter 第五章 --- 中國的政治經濟改革歷程與廣告業的發展 --- p.56 -82 / Chapter 5.1 --- 新中國誕生初期 --- p.56 / Chapter 5.2 --- 開放改革第一週期(1979- 1983) --- p.59 / Chapter 5.3 --- 開放改革第二週期(1984- 1991) --- p.64 / Chapter 5.4 --- 開放改革第三週期(1992- 1994) --- p.76 / Chapter 5.5 --- 小結 --- p.81 / Chapter 第六章 --- 國家控制與廣告公司內部組織控制的關係 --- p.83-104 / Chapter 6.1 --- 廣州市廣告發展模式探討(1984 - 1993) --- p.83 / Chapter 6.2 --- 廣告公司內部組織控制 --- p.88 / Chapter 第七章 --- 廣告公司與媒介及客戶關係 --- p.105 -118 / Chapter 7.1 --- 中國廣告經營系統與人際關係的運用 --- p.105 / Chapter 7.2 --- 資源分配者與資源需求者關係轉變過程 --- p.109 / Chapter 第八章 --- 結論 --- p.119-122 / Chapter 8.1 --- 政經分析的啓示 --- p.119 / Chapter 8.2 --- 國家控制與組織控制的關係 --- p.120 / Chapter 8.3 --- 廣告公司、媒介、廣告客戶的關係轉變 --- p.122 / [註釋] / 第一章 --- p.123 / 第二章 --- p.124 / 第三章 --- p.126 / 第四章 --- p.127 / 第五章 --- p.128 / 第六章 --- p.133 / 第七章 --- p.134 / [附件] / 附件一訪問名單 / 附件二訪問題目 / 附件三中華人民共和國廣告法 / 附件四關于加快廣告業發展的規劃綱要 / 附件五廣告審查標準（試行） / 【參考書目】 / 中文參考書目 / 英文參考書目

Thesis (M.S.)--Boston University / This thesis examines the relationship between advertising agencies and clients with special emphasis on expenditures for advertising, the nature of services, the selection of an agency by a client and of a client by an agency, and improvement of agency-client relations. A questionnaire was developed which would embrace some of these areas. The questionnaire was mailed to three hundred advertising agencies and 300 clients were selected from the September 1959 Agency List. The clients were not the clients of the agencies selected. Results from the questionnaire are used throughout the thesis to help explain some of the problems of agency-client relations. The introduction to the thesis defines and explains the role and the purpose of advertising in society. Then Chapter I discusses the organization and purpose of the advertising agency with an explanation of each of the departments within an agency. Each department within the agency represents a service which that agency offers to its clients. A discussion of advertising expenditures is found in Chapter II. There was some discrepancy between the views of the agencies and the clients on this matter. The agencies, being more optimistic than the clients about future expenditures for advertising, agree with industry executives.[TRUNCATED]

Thesis (Ph. D.)--University of Missouri-Columbia, 2002. / Typescript. Vita. Includes bibliographical references (leaves 323-336). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 2002. / Typescript. Vita. Includes bibliographical references (leaves 323-336). Also available on the Internet.

No description available.

Thesis (Ph. D.)--UCLA, 2010. / Vita. Includes bibliographical references (leaves 277-292).

by Yung Man-shuen, Amy. / Bibliography: leaves 92-94 / Thesis (M.B.A.)--Chinese University of Hong Kong, 1986

Reklame-agentskappe in Suid-Afrika se hantering van posisioneringsdoelwitte en -beginsels asook oorredingsbeginsels by die formulering van 'n kreatiewe reklame­ strategie is in 'n sensus deur 'n posvraelys ondersoek. Produkposisionering behels die verbruikerspersepsie van 'n handelsmerk teenoor mededinging. Persepsie be·invloed die verbruiker se houding teenoor die handelsmerk asook aankoopbesluite. Reklame kan gebruik word om doelgerig 'n gunstige persepsie van die produk te skep. Die studie toon dat respondente die belangrikheid van produkposisionering en beeldoordrag deur reklame beset asook dat handelsmerklojaliteit normaalweg beteken dat produkposisionering suksesvol was. 'n Positiewe houding teenoor die produk berus op 'n positiewe produkbeeld, terwyl produkposisionering slegs suksesvol kan wees indien dit aan belangrike persoonlike motiewe van die verbruiker gekoppel kan word. Die handelsmerkbeeld is moeilik veranderbaar, maar word deur produkkennis bevorder. Die kreatiewe strategie behels besluite oar die oorredingsdoelwitte en boodskap­ konstruksie. Respondente gebruik byna altyd posisioneringsdoelwitte (oorredings­ doelwitte) by reklameveldtogte maar nie noodwendig as formele reklamedoelwitte nie. Die unieke verkoopsaanbod (USP) en die mededingende posisie word as belangrike kreatiewe riglyne beskou. Bevindinge toon dat boodskapkonstruksie by die doel­ gehoor aanklank moet vind deur dit aan die ontvanger se persoonlike ervaring of aan getuienisse te koppel wat, teen die agtergrond van 'n onkonvensionele maar geloofwaardige benadering, deurgaans die handelsnaam en uitmuntende kreatiwiteit beklemtoon. Emosionele sowel as feitelike inligting is, volgens reklame-agentskappe, vir die oorre­ ding van die verbruiker belangrik. Rasionele argumente moet egter deur bewyse en feitelike inligting ondersteun en met "warmte" gekombineer word. Humor en vrees word as minder belangrik vir oorreding beskou. Tekortkomings is bespeur in die evaluering van die kommunikasiesukses van reklame­ veldtogte, die monitor van veranderinge in handelsmerkpersepsies en be·invloeding van verbruikerspersepsies van die mededingers se handelsmerke. Dit word vererger deur leemtes in inligting oor die ideale handelsmerk (handelsmerkvoorkeur). Respondente onderskat dikwels verbruikers se leervermoe en persepsie van die aan­ kooprisiko. Dit belemmer die begrip van die koppeling tussen die handelsmerk­ persepsie, houding en aankoopvoornemens. Reklame-agentskappe behoort kliente meer te adviseer oor die sinergie van al die bemarkingsinstrumente by produkposisionering in plaas daarvan om uitsluitlik op die meer visuele elemente te fokus. / The handling, by South African advertising agencies, of positioning as well as persua­ sion objectives and principles in formulating creative advertising strategies was investi­ gated in a census by means of a postal survey. Product positioning entails the consumer's perception of a brand relative to competition. Perception influences the consumer's attitude towards brands and purchasing deci­ sions. Advertising can be used to create a favourable perception of the product. The study shows that the respondents understand the importance of product posi­ tioning and the transfer of image, and that brand loyalty normally reflects successful product positioning. A positive attitude towards the brand depends on a positive brand image, while product positioning can only be successful if linked to important personal consumer motives. Brand image is difficult to change, but is enhanced by product knowledge. The creative strategy comprises decisions about the persuasion objectives and message construction. Respondents nearly always use positioning objectives (persuasion objectives) in advertising campaigns but not necessarily as formal advertising objectives. The unique selling proposition (USP) and the competitive position are regarded as important creative guidelines. Findings show that message construction must be appealing to the target audience by involving the recipient's personal experience or testimonies, emphasising the brand name and displaying creative excellence against the background of an unconventional but credible approach. Emotional as well as factual information are, according to advertising agencies, important for persuading the consumer. Rational arguments must, however, be sub­ stantiated by factual information combined with "warmth". Humour and fear are regarded as minor contributors in persuasion. Shortcomings were detected in evaluating communication results of advertising cam­ paigns, monitoring of changes in brand perception and influencing the consumer's perception of competitors' brands. This is aggravated by a lack of information about the ideal brand (brand preference). Respondents frequently underestimate the consumer's learning ability and perception of purchase risks. This hampers the understanding of the link between brand percep­ tion, attitude and purchase intentions. Advertising agencies should offer more advice to clients regarding the synergy of all the marketing instruments in product positioning, instead of focusing exclusively on the more visual elements. / Business Management / DCom (Sakebesturr)

Thesis (M.S.)--Massachusetts Institute of Technology, Alfred P. Sloan School of Management, 1980. / MICROFICHE COPY AVAILABLE IN ARCHIVES AND DEWEY. / Includes bibliographical references. / by Robert Bojanek. / M.S.