Media and media types, development and efficiency of media, media market, media researches and indicators, media planning, situation analyze,objectives, strategies, media plan for campaign of McDonald

published_or_final_version / Business Administration / Master / Master of Business Administration

published_or_final_version / Business Administration / Master / Master of Business Administration

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

Thesis (M.A.)--Michigan State University. Advertising, 2008. / Title from PDF t.p. (Proquest, viewed on Aug. 7, 2009) Includes bibliographical references (p. 69-76). Also issued in print.

The work deals with the analysis of Oscillococcinum TV commercial in the Czech republic. Oscillcoccinum is a homeopatic product which is usually used against flu and cold. First part of the thesis deals with theoretic bases, focus is on marketing communication tools, methods of marketing budget determination and on planning media campaigns. In the practical part there is an introduction of Boiron CZ corporation and Oscillococcinum product. The thesis deals with TV advertisement for the past two years. Monitoring of media expenditure analyses the whole segment and the strongest competition, data from MML-TGI research helps with target audience definition and its detail examination (characteristics, attitudes, media consummation etc.). Last part deals with TV Metr (the ratings research) data analysis and, last but not least, illustrates the sales increase according to the TV campaign (based on IMS Health research data).

by Lucy M.S. Kwan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1989. / Bibliography: leaf 41.

M.Com. / Please refer to full text to view abstract

One of the main goals of this Master's Thesis was to characterize the process of media planning and its organization, to determine the factors influencing this process and get to know the specifics of print media planning. Diffrent sources of information were used to study the process -- available literature, available analysis of the media market in the Czech Republic and also practical experience of media planners. Another important goal was to propose a media plan Spring 2004 for the Open University Czech Republic o.p.s. The analysis shows that media planning is very complex process involving many individual steps. The starting point is a deep analysis of the company and product. The next important step is then a selection of appropriate media strategy and creation of the the most effective media mix. During the print media planning must be taken into account factors such as the creativity of advertising, its format, campaign timing and the content of communication. In the practical part the Open University media plan for print and electronic media was designed. The media type has been chosen according to the target group of the potential students. The plan is based on the real situation of the company and therefore, together with other proposals for changes of the corporate communication, in the next period feasible.

Thesis (M.A. (Media Studies)) --University of Limpopo, 2014 / The purpose of this study was to explore if new media have redefined Vodacom SA‟s advertising and if so to what extent. The research employed Vodacom SA as its case study. Quantitative and qualitative descriptive and explorative research was conducted to determine whether the new media had redefined advertising culture and if so to what extent. Data collection was collected through structured questionnaires, the administration of an intensive interview and secondary data. The structured questionnaires were filled in by 200 conveniently randomly selected University of Limpopo students who represented media audiences and their perceptions. The intensive interview was carried out with Vodacom SA‟s Senior Communications officer Ashleigh Dubbelman. The secondary data was collected from Vodacom SA‟s official documents. The research findings revealed that audience interactivity, due to the new media, has become an important aspect of Vodacom SA‟s advertising process. The uses and gratifications theory proved relevant as the research showed that it is not always how the media influences an audience but what the audience responds to media content or messages. Audience preferences and medium selection proved decisive. Social networks, proved to be the new dominant platform for new media advertising. Furthermore, the findings showed that traditional media TV still possess great influence. The digital divide amongst and within audiences were influential in the limited usage of new media in advertising in the Vodacom SA context. In terms of legislation; no explicit laws on new media and advertising have been enacted yet. On advertising expenditure, budgets have remained largely unchanged but allocation increases tilted towards new media. Conclusively; the research observed that new media has redefined Vodacom SA‟s adverting culture, though the redefinition is still minute and is to a small extent. Key Words New media, Vodacom SA, advertising culture, interactivity, digital divide, audience, social networking sites, redefinition, traditional media, uses and gratifications.