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
| Identifer | oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318861 |
| Date | January 1992 |
| Contributors | Ling, Sau Shan., 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, vi, 80 leaves : ill. ; 30 cm. |
| 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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