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Effectiveness of internet advertising.

by Lui Sai Lung, Yau Wai Yip. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2000. / Includes bibliographical references (leaves 76-77). / Questionnaire in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vi / Chapter / Chapter I --- INTRODUCTION --- p.1 / Objective --- p.3 / Chapter II --- SIGNIFICANCE OF STUDY --- p.4 / Chapter III --- LITERATURE REVIEW --- p.6 / What does internet advertising brings us? --- p.7 / What makes the differences? --- p.8 / What's the trend? --- p.8 / is there something missed? --- p.9 / how do we measure? --- p.11 / Chapter IV --- METHODOLOGY --- p.14 / Objective --- p.14 / The Banner Arrangement --- p.15 / Hypothesis --- p.16 / Web Site Design --- p.19 / Online Questionnaire --- p.22 / Pilot test --- p.23 / Sampling and invitation --- p.24 / Limitations --- p.24 / Chapter V --- FINDINGS AND ANALYSIS --- p.26 / Demographics --- p.26 / Perception of internet advertising --- p.28 / Effectiveness of internet advertising --- p.30 / Banner for Make Up Brands --- p.30 / Banner for Existing Brands --- p.32 / Ads Location and size --- p.32 / Pop up windows --- p.33 / Site traffic --- p.34 / Distribution on Time spend --- p.35 / Time spent and awareness --- p.37 / Other factor on awareness --- p.38 / Internet Age --- p.38 / Weekly Internet Usage --- p.39 / Online shopping experience --- p.39 / Click through --- p.40 / Chapter VI --- DISCUSSION AND IMPLICATIONS --- p.42 / Consumer behavior process --- p.42 / "Information Search, creating awareness" --- p.43 / Perception --- p.44 / Preference --- p.45 / Charging method --- p.46 / Who read the ads ? --- p.48 / Click through --- p.49 / Chapter VII --- CONCLUSION --- p.51 / APPENDIX A - WEB SITES DESIGN LAYOUT --- p.54 / APPENDIX B THE AD BANNERS --- p.55 / APPENDIX C PRINT OUT OF THE WEB SITES --- p.58 / APPENDIX D THE QUESTIONNAIRE --- p.62 / APPENDIX E OUTPUT SUMMARY OF ANOVA TEST ON AD AWARENESS OF MAKE UP BRAND --- p.64 / APPENDIX F OUTPUT SUMMARY OF ANOVA TEST ON AD AWARENESS OF EXISTING BRAND ON WEB SITE 2 --- p.65 / APPENDIX G T-TEST ON THE AD AWARENESS OF NEW BRAND ON POP UP WINDOWS VERSE BOTTOM OF THE WEB SITE 2 --- p.66 / APPENDIX H T-TEST ON THE AD AWARENESS OF Q16 OF WEB SITE 1 AND 2 - LOCATED ON TOP VERSE POP UP WINDOW --- p.67 / APPENDIX I DESCRIPTIVE STATISTICS OF TIME SPENT WEB SITES --- p.68 / APPENDIX J DISTRIBUTION CHART OF TIME SPENT ON WEB SITE --- p.69 / APPENDIX K AD AWARENESS VERSE TIME SPENT --- p.70 / APPENDIX L OUTPUT SUMMARY FOR THE REGRESSION OF AVERAGE AWARENESS VERSE TIME SPENT --- p.72 / APPENDIX M OUTPUT SUMMARY OF ANOVA TEST ON AWARENESS AMONG DIFFERENT INTERNET AGE --- p.73 / APPENDIX N T-TEST OF AVERAGE AD AWARENESS AMONG PEOPLE WHO ONLINE ABOVE AND BELOW 8 HRS PER WEEK --- p.74 / APPENDIX O T-TEST ON THE AVERAGE AWARENESS OF PEOPLE HAVE AND HAVE NOT TRIED ONLINE SHOPPING --- p.75 / BIBLIOGRAPHY --- p.76

Identiferoai:union.ndltd.org:cuhk.edu.hk/oai:cuhk-dr:cuhk_322920
Date January 2000
ContributorsLui, Sai Lung., Yau, Wai Yip., Chinese University of Hong Kong Graduate School. Division of Business Administration.
Source SetsThe Chinese University of Hong Kong
LanguageEnglish
Detected LanguageEnglish
TypeText, bibliography
Formatprint, iv, 77 leaves : ill. ; 30 cm.
CoverageChina, Hong Kong
RightsUse 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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