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
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_319055 |
| Date | January 1993 |
| Contributors | Law, Yuet Yung Florence., Ma, Yuen Hung Pony., Chinese University of Hong Kong Graduate School. Division of Business Administration. |
| Publisher | Chinese University of Hong Kong |
| Source Sets | The Chinese University of Hong Kong |
| Language | English |
| Detected Language | English |
| Type | Text, bibliography |
| Format | print, vii, 66 leaves ; 30 cm. |
| Coverage | China, Hong Kong, China, Hong Kong |
| Rights | Use of this resource is governed by the terms and conditions of the Creative Commons “Attribution-NonCommercial-NoDerivatives 4.0 International” License (http://creativecommons.org/licenses/by-nc-nd/4.0/) |
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