Corporate advertising in Hong Kong: an information analysis.

Description

Kwok Wai Yee, Susanna. / Thesis (M.Phil.)--Chinese University of Hong Kong, 1994. / Includes bibliographical references (leaves [100-105]). / Chapter Chapter 1 --- Introduction --- p.1 / Chapter Chapter 2 --- Aspects of Corporate Advertising / Development of Corporate Advertising --- p.5 / Definition of Corporate Advertising --- p.7 / Corporate Philosophy and Corporate Mission --- p.10 / Reactive and Proactive Corporate Advertising --- p.12 / The Wheel of Publics --- p.16 / Chapter Chapter 3 --- Advertising as Information / The Social Function of Advertising --- p.19 / The Informative Nature of Advertising --- p.24 / The Functionalist Approach --- p.27 / Literature Review of Informational Research --- p.30 / Advertising Research in Hong Kong --- p.35 / Chapter Chapter 4 --- A Case Study of Hong Kong / Media Expenditure of Corporate Advertisers (1985-1993) --- p.38 / Hong Kong in the Last Decade --- p.43 / Change of Consumer Expenditure Pattern --- p.45 / Demographic Changes of the Population --- p.47 / Rise of Political Parties --- p.51 / The Environmental Issue --- p.55 / Increasing Competition in the Business Community --- p.57 / Chapter Chapter 5 --- Content Analysis / Methodology / Research Objectives --- p.60 / Research Questions --- p.62 / Research Design --- p.62 / Research Method --- p.64 / Sampling --- p.66 / Analysis --- p.68 / Quantitative Results --- p.70 / Qualitative Results --- p.84 / Discussion --- p.93 / Chapter Chapter 6 --- Conclusion --- p.97 / References / Appendix

Links & Downloads

1. cuhk:318099
2. http://library.cuhk.edu.hk/record=b5887227
3. http://repository.lib.cuhk.edu.hk/en/item/cuhk-318099

Tags

Institutional advertising

Additional Fields

Identifer	oai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_318099
Date	January 1994
Contributors	Kwok, Wai Yee Susanna., Chinese University of Hong Kong Graduate School. Division of Communication.
Publisher	Chinese University of Hong Kong
Source Sets	The Chinese University of Hong Kong
Language	English
Detected Language	English
Type	Text, bibliography
Format	print, [5], 99, [17] leaves, [16] leaves of plates : ill. ; 30 cm.
Coverage	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/)