Dissertations / Theses: 'Advertising and media'

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Hong, Jongpil. "Advertising media models for internet reach/frequency estimation /." Digital version accessible at:, 1998. http://wwwlib.umi.com/cr/utexas/main.

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Åhlund, Angelica. ""Girl Power in Advertising" : A qualitative study of how postfeminism and intersectionality are appropriated in two advertising campaigns." Thesis, Stockholms universitet, JMK, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-157165.

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Advertising is increasingly, and has become one of the most powerful forms of global communication. It is one of the most influential tools in spreading ideas about gender, ethnicity and sexuality that create perceptions. Advertising has becoming increasingly global due to the globalization of the Western society and culture. This creates a need for intersectional awareness in advertising in order to avoid communicating inequalities. This bachelor thesis examines and analyze how femininities are articulated in advertising that exists within the contemporary context of popular feminism. Specifically, it offers an analysis of how postfeminism as a contemporary formation of feminism informs these advertising campaigns. The study examines two visual commercials, one from Adidas Originals and one from H&M. A multimodal semiotic analysis was used to analyze the empirical material in order to find out its meanings. The result indicates that the two advertising campaigns from H&M and Adidas Originals presents various and diverse forms of femininities by showcasing women with different looks, bodies and ethnicities. H&M’s commercial showcase women who are seen as empowered, confident and who acts out in different environments. Adidas Originals rather puts emphasis on showcasing women and men who speaks about issues concerning gender, body image and ethnicity. Both campaigns, it is argued, articulate and negotiate a discourse of postfeminism.

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Vedrashko, Ilya. "Advertising in computer games." Thesis, Massachusetts Institute of Technology, 2006. http://hdl.handle.net/1721.1/39144.

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Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Comparative Media Studies, 2006.
Includes bibliographical references (leaves [67]-[74]).
This paper suggests advertisers should experiment with in-game advertising to gain skills that could become vital in the near future. It compiles, arranges and analyzes the existing body of academic and industry knowledge on advertising and product placement in computer game environments. The medium's characteristics are compared to other channels' in terms of their attractiveness to marketers, and the business environment is analyzed to offer recommendations on the relative advantages of in-game advertising. The paper also contains a brief historical review of in-game advertising, and descriptions of currently available and emerging advertising formats. Keywords: Advertising, marketing, branding, product placement, branded entertainment, networks, computer games, video games, virtual worlds.
by Ilya Vedrashko.
S.M.

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Leavitt, Stacey. "Disability, identity and media : paralympians in advertising." Thesis, Lethbridge, Alta. : University of Lethbridge, Dept. of Kinesiology, c2012, 2012. http://hdl.handle.net/10133/3294.

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This thesis explores representations of Paralympians within media and advertising. Scholarly research on disability is extremely limited, with current research focusing on print media, and few studies going as far as to perform a discourse analysis. Media representations play a prevalent role in constructing “disability” and have the power to define what it means to be a disabled person. Using a poststructural theoretical framework, I undertake a critical discourse analysis of television advertisements produced by Nike and Visa to uncover what narratives regarding disability are circulating with regularity. I find these advertisements featuring Paralympians serve to reproduce the myth of the “supercrip”, failing to acknowledge the complexity of individual experiences of those living with disabilities. Further, the simultaneous celebration and marginalization of Paralympians, a key dialectic found within these advertisements is indicative of a larger polemics circulating with regularity regarding people with disabilities within our increasingly neoliberal society.
v, 117 leaves ; 29 cm

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Cui, Renhao. "Improved Utilization of Advertising through Social Media." The Ohio State University, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=osu1606917819967971.

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Aspén, Lisa. "Art and Advertising." Thesis, Linnéuniversitetet, Institutionen för samhällsvetenskaper, SV, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12540.

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The thesis examined whether there is a distinct boundary between art and advertising. The collected data showed how art and advertising are linked to each other and also differ from each other, in particular through the latter half of the 1900’s. What was happening in society came to have great impact on what happened in art and advertising. In postwar Germany, capitalism realism evolved from the German pop art where the art was removed from the art gallery and placed on the streets where the people were, in an era that was characterized by a gap between the rich and the poor. Capitalism Realism went on to advertising which at the time was using the techniques of subliminal persuasion and later turned into a post-modern advertising. The study included examples of artists who collaborate with advertising, where advertising has worked artistically and how the artist became a trademark. The study also showed that there are strong objections in the art world to working with advertising, but not vice versa. Advertising seems happy to work with arts.

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Maitland, Nicholas James. "Spinning Media: Understanding how snowboarding video producers incorporate advertising into subcultural media." Thesis, University of Canterbury. Media and Communications, 2015. http://hdl.handle.net/10092/11053.

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Snowboard media producers attempt to create subculturally relevant videos that connect with the audience. Videos provide the opportunity to report and document snowboarding activity, highlight new developments and provide visibility to prominent participants and associated businesses. Being a well-known and esteemed snowboarding participant is advantageous to being a producer, as it provides an identifiable cultural capital and implies a trustworthy ‘by-riders-for-riders’ philosophy. Connecting with the viewers is vital, as the audience plays a role in the distribution of videos by sharing and endorsing them through their social networks. Motivating factors in audience media sharing, also known as media spreading, include status seeking, improving credibility, personal satisfaction and personal expression. Snowboarding was founded on anti-mainstream and anti-commercialism beliefs, which means that incorporating advertising and promotional messaging could negatively impact on audience connection. Yet, filming and producing snowboarding videos is difficult and expensive. Advertising represents an opportunity to attract funding and support to assist with production costs and, ultimately, provide profit. In order to accommodate advertising into their videos, producers are sometimes required to compromise their standards. This compromise represents a threat to audience connection. Producers believe that high quality, innovative snowboarding action footage provides the best opportunity to wow the audience. Various forms of advertising, including stealth marketing, sponsored journalism, and hybrid messaging, are often displayed in the moments between action footage shots, but advertising compromise can also affect action footage, particularly on client-funded projects. How advertising is incorporated can also depend on the industry the advertiser operates in. Alcohol brand advertising is identified as highly restrictive due to legal implications and public perceptions. Advertisers from businesses strongly related to the snowboarding subculture are more aware of their competitors’ presence in videos, which can cause conflict. Ski field support can be varied, despite high levels of visibility in the videos.

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Swain, Matthew D. "Changes in media mix for leading national advertisers (2003 - 2005) /." Online version of thesis, 2007. http://hdl.handle.net/1850/4491.

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Thesis (M.S.)--Rochester Institute of Technology, 2007.
Typescript. Appendix A: Percent change in spending by industry ; Appendix B: List of top 30 advertisers by medium. Includes bibliographical references (leaves 48 - 51)

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Fingalsson, Linn, Katalina Palma, and Sindi Sheri. "Attitude is everything : towards social media mobile advertising." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-44828.

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Purpose: To explore what are the consumers’ attitudes towards mobile advertising in a social media context. Research questions: What are the consumers’ attitudes towards entertainment, credibility, irritation and informativeness in mobile advertising? What are the consumers’ attitudes towards permission-based advertising and incentivebased advertising in mobile advertising in social media context? Theoretical framework: This study was based on theories that helped to understand what are the consumers’ attitudes towards mobile advertising, what are the attitudes towards the dimensions of mobile advertising and the types of mobile advertising. A model was presented in order to have a clear picture of the existing theories in this field. Methodology: The authors used a qualitative research and the method chosen for data collection was semi-structured interviews and a case study, Snapchat (mobile application). Conclusions: After this process the authors could conclude that consumers’ attitudes towards mobile advertising in social media were negative. The strongest feeling among consumers that would influence their attitudes was irritation. The consumers’ negative attitudes can be related to control. When giving them control their attitudes can be positive. Rewards can positively influence consumers’ attitudes as well. According to the findings in this study high rewards should be given to consumers in high engagement situations.

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Khim, Vanessa. "Pharmaceutical direct-to-consumer advertising and print media /." Click here to view, 2009. http://digitalcommons.calpoly.edu/grcsp/9.

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Thesis (B.S.)--California Polytechnic State University, 2009.
Project advisor: Harvey R. Levenson. Title from PDF title page; viewed on Jan. 20, 2010. Includes bibliographical references. Also available on microfiche.

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Byrne, Betsy A. "Psychological Media Effects of Narrative Transportation in Advertising." Thesis, University of Louisiana at Lafayette, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10163320.

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Cultivation theory suggests that using second-order judgments, viewers may become immersed into a narrative program via narrative transportation. Highly transported viewers make very frequent trait judgments, forming impressions and attitudes about characters, anticipating outcomes, and making constant reevaluations when surprises occur. Narrative transportation can often lead to persuasion by bringing viewers to a highly involved mental state. Due to narrative transportation’s persuasive quality, research has reviewed the relationship of narrative transportation within advertisements

This research will build on the literature by examining the extent to which narrative transportation intervenes with the viewer’s attitude towards the Dr. Pepper brand via product placement, incorporating individual difference variables of materialism, cognitive attention, and need for fantasy. The two-group posttest only with a control group experiment manipulates the variables through two different viewing programs. The first program induces narrative transportation, while the second program is interrupted so that there is no narrative flow.

Volunteer participants will be selected from CMCN 100 classes. A simple linear regression will be used to determine the effects of immersion.

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Cropp, Fritz. "Perceptions of Japanese advertising : a Q-methodological study of advertising practitioners in Japan /." free to MU campus, to others for purchase, 1996. http://wwwlib.umi.com/cr/mo/fullcit?p9809679.

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Cutler, Kristin A. "Multiple masculinities? : A content analysis of men in the print media." Online access for everyone, 2007. http://www.dissertations.wsu.edu/Thesis/Summer2007/K_Cutler_061807.pdf.

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Conrad, Diane Helen. "Exploring media advertising through drama with inner city students." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2001. http://www.collectionscanada.ca/obj/s4/f2/dsk3/ftp04/MQ60391.pdf.

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OLIVEIRA, CARLA ANDRADE MARQUES DE. "GRAPHIC DESIGN IN MEDIA ACTIVISM: FROM ADVERTISING TO ADBUSTI." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2012. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=20233@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
COORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR
PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTS. DE ENSINO
A relevância inegável e esmagadora da publicidade para a sociedade de consumo faz surgir um novo movimento de crítica à sobrepujança das falácias imagéticas do cotidiano, a contramensagem. Germinada no seio do descontentamento com a soberania da propaganda, a contramensagem reacende por meio dos adbustings, o debate ético e ideológico sobre o poder persuasivo das imagens. Para ampliar o conhecimento sobre esta manifestação peculiar analisamos sua origem, recursos gráficos empregados, além de debater questões relevantes ao conflito entre Design comercial e responsabilidade social, temas intrinsecamente ligados ao aparecimento do adbusting. Através da Semiótica e da Retórica do Design Gráfico buscamos o aprofundamento na compreensão destes signos e das ferramentas persuasivas da contramensagem, bem como a avaliação de como o público reconstrói a mensagem desses signos.
The overwhelming and undeniable relevance of advertising for the consumer society gives rise to the adbusting, a new movement of criticism of the deafening fallacies of everyday imagery. Bred within the dissatisfaction with the supremacy of advertising, the adbusting reignites the ethical and ideological debate towards the persuasive power of images. To broaden the knowledge about this peculiar manifestation, we analyze its origins, graphic resources and discuss relevant issues between commercial Design and social responsibility particularly because of its intrinsic linked roots with the emergence of adbusting. Through the use of Semiotics and Graphic Design Rhetoric, we aim to deepen the understanding of these signs and its persuasive tools as well as assessing how the public reconstructs these messages.

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MATTA, JOAO RICARDO NOBRE. "ADVERTISING CONSUMPTION: YOUTH RELATIONSHIPS WITH THE CONTEMPORARY MEDIA WORLD." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2013. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=22204@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO
Este trabalho tem por objetivo explorar a forma pela qual o jovem brasileiro se relaciona e é impactado pela propaganda, levando-se em conta o cenário contemporâneo de abundância e cruzamento de meios e proliferação de informações. Pretendeu-se investigar a percepção desse segmento no que se refere aos diversos tipos de propaganda e suas estratégias, como por exemplo, as ações de merchandising, transmedia storytelling, propaganda multimeios, entre outros. A abordagemutilizada foi a pesquisa exploratória qualitativa com um grupo de 15 jovens universitários, os quais foram entrevistados a respeito do tema proposto. Os resultados indicaram a necessidade que os sujeitos da pesquisa têm de externar um discurso pretensamente crítico, demonstrando um representativo grau de incômodo com o fato de poderem ser, de alguma forma, manipulados por ações publicitárias de qualquer ordem. Nesse sentido, percebeu-se que, mesmo em situações onde esse jovem concorda com a influência da propaganda, com o poder da TV ou com a força do consumo influenciando suas vidas, prefere externar algum distanciamento dessa realidade, colocando-se, em certa maneira, como imune a esses processos. Os resultados do trabalho circundam também aspectos relevantes de temas como as histórias inseridas nas propagandas, a mídia como objeto de consumo, a propaganda no mundo digital e a evolução e onipresença da mídia.
This paper aims to explore the manner in which young Brazilians relate to and are impacted by advertising, taking into account the contemporary scenario of media abundance and interconnection and the proliferation of information. Its intention was to investigate this segment s perception regarding the different kinds of advertising and strategies, for example, merchandising actions, transmedia storytelling and multi-media advertising, among others. The approach used was an exploratory qualitative study, interviewing a group of 15 young college students on the proposed theme. The results indicated the need subjects in the study have to express an allegedly critical discourse, demonstrating a representative degree of discomfort with the fact of being able to be, in a way, manipulated by all kinds of advertising actions. In this sense, it was perceived that even in situations in which the youths agreed with the influence of the advertising, the power of TV or the strength of consumption influencing their lives, they prefer to express a certain level of distance from this reality, in some ways placing themselves as being immune to these processes. The results of this paper also encompass relevant aspects of themes like the stories inserted in advertising, media as an object of consumption, advertising in the digital world and the evolution and omnipresence of media.

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Reitz, Annika. "Cultural Influence in Advertising : A Comparative Analysis of IKEA’s Video Advertising in Sweden and Japan." Thesis, Högskolan för lärande och kommunikation, Högskolan i Jönköping, HLK, Medie- och kommunikationsvetenskap, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-40614.

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International marketing activities have a great impact on the prosperity and competitiveness of multinational companies (Akgün, Keskin, & Ayar, 2014). That is why the design of marketing activities is especially important. Researchers claim for cultural sensitivity. According to their work, culture has a significant influence on marketing content which needs to be culturally adapted (Kaur & Chawla, 2016). Based on these assumptions the present study aims to discuss the concepts of culture in relation to standardization and adaptation of IKEA’s advertising content published in Sweden and Japan. The study is focused on IKEA since the company is known to implement a standardized marketing approach with only minor cultural adaptations (Burt, Johansson, & Thelander, 2011). To accomplish that goal a multimodal critical discourse analysis is applied. The analysis seeks to identify the similarities and differences in IKEA’s video advertisements published in Sweden and Japan to determine how the company promotes its products. The analysis is limited to visual semiotic choices. The interpretation of the results is linked to the findings of Hofstede’s theory of cultural dimensions: Power Distance, Uncertainty Avoidance, Individualism versus Collectivism, Masculinity versus Femininity, Long- and Short-Term Orientation and Indulgence versus Restraint. The study revealed that signs for both concepts standardization and adaptation were visible in IKEA’s advertisements. Especially the analysis of the Japanese sample has shown that IKEA follows a standardized marketing approach when it comes to communicating the company’s core values such as gender equality. This value was frequently depicted in the Japanese advertisements where gender division usually prevails. However, less significant aspects such as those concerning the outer appearance of the actors were culturally adapted. These findings underline a dialectical relationship between culture and advertising content. Leading theoretical frameworks lag to take into account this continuous discourse that emphasizes the importance to implement the perspective of a changing environment in further theoretical contributions.

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Naidoo, Thirushen. "The effectiveness of advertising through the social media in Gauteng / Naidoo, T." Thesis, North-West University, 2011. http://hdl.handle.net/10394/7043.

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In this day and age, with the very strong impact of globalization, digitalization and social media, advertising is changing. Many companies and advertising role players are forced to implement new consumer and business models and apply innovative business strategies. Social media marketing has become a norm for most companies. The process of marketing is used through social media sites like Twitter, Facebook and YouTube. By utilising the social aspect of the web, social media marketing is able to connect and interact on a much more personalised and dynamic level than through traditional marketing. The target audience is a unique generation and has developed a personal filtering system against the onslaught of traditional media. The current idea is to try and build customised relationships with future clients from a young age, by developing a relationship that complies with their requirements which social media has made a possibility. This study attempts to investigate the effectiveness of advertising through social media, focusing on the social media medium of Facebook to determine the key correlations and factors that affect the effectiveness of advertisements on Facebook. The target audience utilised is based in the geographical region of Gauteng. A survey was circulated via email to everyday consumers (n=189).Their attitude towards the brand used in the survey, as well as their loyalty to brand, were explored. Descriptive statistics and correlations revealed that many factors actually influence one?s attitude to a brand and the actual effectiveness of the advertisement. Some trends of interest that were found were the fact that brands that have achieved a strong market presence, automatically attain the attention of consumers in the advertisements. The use of models correlated to the thought processes of consumers also played a role in determining how advertisements are actually perceived. There are four particular constituents that contribute to advertising effectiveness on Facebook, namely brand engagement, brand attitude, brand image and consumer engagement. In conclusion, for advertisements to be effective on Facebook, a brand must be established and have a strong brand reputation as the advertisements on Facebook serve to supplement the brand rather than to put the brand up the ranks in terms of reputation. It is suggested that the survey is reviewed and the study expanded to a less stratified and more multi–cultural environment.
Thesis (MBA)--North-West University, Potchefstroom Campus, 2012.

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Du, Plooy Amarentia Therese. "A framework for the planning and integration of out-of-home advertising media in South Africa." Thesis, University of Pretoria, 2012. http://hdl.handle.net/2263/24225.

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The Out-of-home advertising media are far more expansive than they used to be, and the shape and format of these media globally, as well as in South Africa, have changed considerably over the past few decades. Until rather recently, the out-ofhome advertising media landscape consisted primarily of outdoor advertising or billboards; but these days, this has expanded to include other platforms, such as transit advertising media, street and retail furniture advertising media, and a wide variety of alternative out-of-home advertising media types. This proliferation of out-of-home advertising media, the scant research on out-of-home advertising media planning and the number of obstacles in the South African advertising- and media industry have emphasised the need for a clear understanding of the changing nature of out-of-home advertising media and the planning and integration thereof. No previous study has addressed the integration of different out-of-home advertising media platforms as part of an integrated marketing communication plan. Very little has been published on how out-of-home advertising media planning across platforms should actually be done, even more so in a developing country such as South Africa. It was therefore necessary to investigate this further, in order to propose a framework for guiding the planning and integration of out-of-home advertising media; and one that can be applied in the South African environment. The main aim of this study was to explore how experienced out-of-home advertising media specialists plan and integrate different out-of-home advertising media platforms, as part of an overall integrated marketing communication plan. This, together with an extensive investigation into the relevant literature, was then used to develop a framework for the planning and integration of out-of-home advertising media in South Africa. Purposive sampling was used to select ten out-of-home media specialists from within prominent media-only agencies, and out-of-home advertising media-specialist agencies in South Africa. The specialists selected were responsible for planning out-of-home advertising media strategies of several of the largest advertisers in South Africa. These advertisers included Coca Cola, Unilever, Brandhouse, Cadbury, Pantene, Pfizer, Vodacom, Cell C, MTN, Spar, Shoprite, KFC, ABSA, Standard Bank Nedbank, Visa, Sony, Virgin Active, Adidas, Green Cross, Kulula airlines, NuMetro and Eskom. In-depth interviews with these specialists were conducted, using a basic guiding framework or interview guide. Qualitative thematic analysis was applied to the transcribed interviews using the software program, ATLAS.ti. The qualitative findings revealed nine themes, related to three theoretical constructs, namely: the alignment of the out-of-home advertising media campaign with the overall integrated marketing communication plan; the planning of out-of-home advertising media; and the evaluation and research of out-of-home advertising media It was recommended that specialists who understand the requirements of coordination and integration on several levels should do the planning of out-of-home advertising media. These are firstly, the alignment between the out-of-home advertising campaign and the overall integrated marketing communication plan objectives; secondly, the co-ordination between the message strategy and an out-ofhome advertising media plan; and thirdly, the integration between different platforms and formats used in the out-of-home advertising media mix. To optimally achieve integration on all these different levels required vertical integration and communication between all the role-players involved: the advertisers, the advertising agency, the media agency and the out-of-home media specialists. Effective integrated out-of-home advertising media campaigns can no longer be treated as mere add-ons; they should be part of the planning right from the start.
Thesis (DCom)--University of Pretoria, 2012.
Marketing Management
DCom
Unrestricted

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Roxenmo, Mikaela. "Only for men - two analyses of Dressman's advertising." Thesis, Uppsala University, Department of Information Science, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-6045.

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Purpose/Aim : My purpose with this essay is to analyse what men and women think is sexist in TV advertising. I have decided to focus my studie on Dressmann's advertising October- November 2004. I will do interviews with four different groups, two women groups and two men groups, which will include 3-4 people each. The two women groups have persons with an age between 20-30 and one with women older then 30. The men groups have also been divided into two similar groups. After this interviews I will do a semiotics analysis of three of Dressmann's tv-commercials, that I have choosen, who will confirm my hypothesis that it exists sex gender in commercial.

Material/Method: The primary data is four interviews with 14 people who are heterogeneous in age. I have also done a semiotic analysis of three commercial movies. I will begin my analysis to analyse the result from the interviews. Then I will analyse the results from the commercial advertises and finally combine these two results and use them in my conclusion.

Main Results: The result of my essay is that men and women have different point of view if the Dressmann's advertising is sexist or not. The younger generation of women do not accept these kind of advertisement and they think that advertising should not have sex allusion. They were more critical in comparison with the older women who thought that it existed more critical commercial. They thought that commercial for kids was worse then the Dressmann's advertising. The men´s opinion was that they thought that the commercial is sexy and not sexist. So they have no problem with it, becuase they think that men appreciate this kind of advertis because it´s sexy. To sum up, there is only one group who dislike this commercial and it was the younger generation of women.

Keywords: Dressmann, sexy advertising, gender

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Tordsson, Frida, Matilda Tegebäck, and Malin Varnvik. "Factors influencing attitudes towards VR as an advertising media : This paper will undego a study of what is effecting customer attitudes towards Virtual Reality as an advertising media." Thesis, Högskolan i Jönköping, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39915.

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Virtual Reality (VR) is gaining more recognition and is evoking a public interest. The virtual technology creates a virtual world controlled by body movements. The VR usage areas are still limited to entertaining, but is continuously applying more fields of usage. Advertising is one of them. The attitude of adding a new media in advertising is complex and the VR technology is to be discovered. The purpose of this thesis is to investigate the factors that are influencing consumer attitudes towards Virtual Reality as an advertising media. By conducting interviews, the thesis aims to answer how different attitudes are coming about, and what factors that are influencing those attitudes. The authors of this thesis chose to study consumer attitudes, as attitudes could determine how various stakeholders would react in response to the attitudes. Attitudes towards VR is still an exploratory subject, and what forms these attitudes are dependent on various factors that will be discussed in this thesis. The thesis first introduces the background of Virtual Reality as an advertising media, and then analyze the attitudes connected to VR as a form of advertising media. The attitudes were investigated by conducting semi-structured interviews with female and male participant between the ages of 15-30. The main results showed that the factors affecting attitudes towards VR as an advertising media include social-, demographic-, economic- and environmental driven factors.

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Li, Meng. "Narrative Advertising." Digital Commons @ East Tennessee State University, 2015. https://dc.etsu.edu/etd/2485.

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Brand meaning, which is often used in narrative advertising, is an important value that companies try to build around their loyal consumers. This exploratory research aims to explore brand meanings from consumers’ narratives. This study analyzed 2,382 consumer submitted narratives for a real brand in the food service marketplace. Brand narratives were analyzed using a mixed method content analysis approach by applying Leximancer software to generate key themes and their related concepts. The results indicate brand meaning with some thematic similarities as well as differences when comparing narratives submitted by females and males. This exploratory study introduces analyzing narrative as a way to learn brand meaning and generate future narratives that could be applied to creative message strategy.

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Dube, William. "The effect of new media on political advertising : television ads and internet ads in the 2008 presidential election /." Online version of thesis, 2009. http://hdl.handle.net/1850/9697.

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Brandt, Jane E. Sutter Kennedy George. "Searching for satisfaction how 20something women use media to get news and advertising information /." Diss., Columbia, Mo. : University of Missouri--Columbia, 2009. http://hdl.handle.net/10355/6580.

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The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on October 20, 2009). Thesis advisor: Professor Emeritus George Kennedy. Includes bibliographical references.

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Moorman, Marjolein. "Context considered the relationship between media environments and advertising effects /." [Amsterdam : Amsterdam : s.n.] ; Universiteit van Amsterdam [Host], 2003. http://dare.uva.nl/document/67836.

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Hanna, Jonathan A. "Closet Space: Investigating Gay Identity through Advertising in Gay Media." Scholar Commons, 2010. http://scholarcommons.usf.edu/etd/3667.

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The objective of this research was to examine advertising in gay media publications, namely, The Advocate, in order to assess how advertising corresponds with gay identity formation. This study differed from previous inquiries in that the application of hegemony theory formed the basis of the project and was used as a tool to explicate the preponderance of certain images in gay media advertising and what they signify for gay men. Likewise, a phenomenological method of analysis was applied to the advertisements in order to render them more accessible as aesthetic and literary mediums. Classifying the advertisements according to their notional basis resulted in the partitioning of the ads into groups or "parables" of advertising, a method of classification which mimics historical categories recognized in American history and culture. The sum of the project emphasizes the hegemonic structures that characterize gay male images within a broader GLBT sociocultural framework.

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Andreou, Athanasios. "Auditing, Measuring, and Bringing Transparency to Social Media Advertising Ecosystems." Electronic Thesis or Diss., Sorbonne université, 2019. http://www.theses.fr/2019SORUS009.

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La publicité sur les réseaux sociaux a fait l'objet de nombreuses plaintes concernant la protection de la vie privée. Les utilisateurs comprennent mal pourquoi ils sont ciblés. En réponse, des plates-formes telles que Facebook introduisent des mécanismes de transparence permettant aux utilisateurs de recevoir des explications sur les raisons pour lesquelles ils ont reçu une publicité et quelles données Facebook a inféré à leur sujet. Le but de cette thèse est d'accroître la transparence de la publicité dans les médias sociaux. Nous construisons une application, AdAnalyst, qui collecte les publicités que les utilisateurs voient sur Facebook et les explications qu’elles leur fournissent, et nous leur fournissons en retour des statistiques agrégées sur les publicités qu’ils reçoivent. Nous découvrons que les explications de Facebook sont incomplètes, trompeuses et vagues. De plus, nous examinons qui fait de la publicité sur Facebook et comment. Nous identifions un large éventail d'annonceurs, dont certains font partie de catégories potentiellement sensibles. Nous constatons également que les annonceurs utilisent des stratégies de ciblage qui peuvent être invasives ou opaques. Enfin, nous développons une méthode collaborative qui nous permet de déduire pourquoi un utilisateur a été ciblé par des annonces sur Facebook en examinant des utilisateurs ayant reçu la même annonce
Social media advertising has been subject to many privacy complaints. It is largely unknown who advertises on social media, what data the platforms have about users, and why users are being shown particular ads. As a response, platforms like Facebook introduce transparency mechanisms where users receive explanations about why they received an ad, and what data has Facebook inferred about them. The aim of this thesis is to increase transparency in social media advertising. We build a browser extension, AdAnalyst, which collects the ads that users see in Facebook and the explanations that it provides to them, and in return we provide them with aggregated statistics about the ads they receive. By using AdAnalyst, and by conducting experiments where we target the users we monitor with ads, we find that Facebook's explanations are incomplete, misleading and vague. Additionally, we look at who is advertising on Facebook and how are they targeting users. We identify a wide range of advertisers, where some of them are part of potentially sensitive categories, like politics or health. We also find that advertisers employ targeting strategies that can be invasive, or opaque. Finally, we develop a collaborative method that allows us to infer why a user has been targeted with ads on Facebook, by looking at the characteristics of users that received the same ad

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Fan, Jiang-Ping Brasseur Lee E. "Semiotics and advertising." Normal, Ill. : Illinois State University, 2003. http://wwwlib.umi.com/cr/ilstu/fullcit?p3115178.

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Thesis (Ph. D.)--Illinois State University, 2003.
Title from title page screen, viewed Jan. 11, 2005. Dissertation Committee: Lee Brasseur (chair), James Kalmbach, Gerald Savage. Includes bibliographical references (leaves 211-218) and abstract. Also available in print.

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Gunnarsson, Håkan. "Annonsering i Ubiquitous media-miljöer - från konsumentens perspektiv." Thesis, Halmstad University, School of Information Science, Computer and Electrical Engineering (IDE), 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-1656.

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Konceptet med ubiquitous-miljöer går ut på att information ska vara tillgängligt när som helst, var som helst. Den här uppsatsen behandlade annonser i denna miljö och hade perspektivet utifrån konsumenten. Målet med uppsatsen var att ta reda på hur konsumenter upplever annonsering i dessa miljöer och hur de förhåller sig till integritetsfrågor samt vilka faktorer som är viktiga för att de ska uppskatta en annons. För att ta reda på detta användes ett ramverk om annonsering i ubiquitous-miljöer baserat på en artikel av Ranganathan och Campbell (2002). För att samla in data användes en onlineenkät som publicerades på Hallandspostens webbsida. Utifrån enkätens resultat kunde jag bland annat identifiera att respondenterna, överlag, var negativa till att lämna ut sina personliga uppgifter för att få skräddarsydd reklam. De ville heller inte bli positionsidentifierade, via sin mobiltelefon, för att få platsanpassad reklam i sina mobiltelefoner. Rabatt ansågs som det viktigaste i en annons.

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Puke, Viktor, and Rebecca Sjöberg. "Alla som ogillar annonser - räck upp en hand! : En attitydundersökning om reklam på Instagram." Thesis, Linnéuniversitetet, Institutionen för medier och journalistik (MJ), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-53123.

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The aim of this thesis is to explain user attitudes toward advertising on Instagram. Two forms of marketing communication that we chose to focus on were native advertising and promoted advertising through celebrities. The main goal was to find out which attitudes Instagram users aged 18-35 years had toward these two types of advertising. The data was collected through a quantitative survey, which was conducted digitally on Facebook. Our empirical findings showed us a result that confirmed previous research in the area - that users have negative attitudes towards any type of advertising. We identified minor demographical differences, but the main differences were in the comparison of the two types of advertising. As we analyzed the respondents’ answers through a perspective from the chosen theories, it showed us that users tend to have more positive attitudes towards promoted advertising from celebrities, and more negative attitudes towards native advertising.

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Takemura, Aiko. "Challenges facing the profession of advertising in the digital age : An empirical study of Swedish advertising professionals." Thesis, Södertörns högskola, Institutionen för kultur och kommunikation, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16359.

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This thesis investigates how Swedish advertising professionals experience their work in the digital age. Findings from semi-structured qualitative interviews conducted with 15 people are organized using the concept of “media logic” re-interpreted by Mark Deuze, which covers four aspects of media work: institution, technology, organization and culture. The institution feature covers three developments occurring at the industry level, which are concentration, fragmentation and convergence. How these trends determine the way advertising professionals work is the main topic of this section. The findings show that especially due to extensive pressures from shifts of globalization and digitalization in recent years, an ongoing power struggle is taking place in all three institutional trends. The second feature is technology, in which the focus is to understand how technology shapes the way professionals interact with consumers. Interviewees were well aware of the increasing need to construct an interactive and participatory environment for brands and consumers. However, one should not be naïve and celebrate the powerful role of the consumers, nor assume that all advertising agencies are fully capable of harnessing digital technology. Organization is the third feature, where attention is paid to how professionals organize their projects and work styles. In advertising agencies, a major transformation was evident in the creative department where technologists who understand digital are becoming crucial assets next to art directors and copywriters. The last feature is culture, which examines how professionals perceive the cultures of production that influence the final advertising product. Many referred to positive aspects such as a flat and non- hierarchical culture promoting better collaboration. On the other hand, some interviewees indicated the misrepresentation of gender and ethnicity as problematic. These four features function to critically assess the challenges that lay ahead for Swedish advertising professionals in the digital age.

Article manuscript 7,5 hp par of degree: The rising need of technologists in the core creative team of advertising agencies

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Nagaraj, Sanjay. "The impact of consumer knowledge, information mode and presentation form on advertising effects." Doctoral thesis, KTH, Numerisk Analys och Datalogi, NADA, 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-4387.

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Consumers consistently acquire information on product attributes available to them. In considering the many and varied effects of advertising a very central issue is how these attribute information in an ad is processed, that is, how consumers were able to comprehend and remember what an ad claimed. Researchers also seem to believe that the use of persuasive ads increases recall of attribute information, enhances attitude toward the ad, brand, and positively affects intent to purchase. Such information in marketing communications is often presented either in a vivid or non-vivid form and they are conveyed in either numbers or adjectives. The complexity of numerical information and the fact that they are being used on a frequent basis to make many important decisions makes numerical cognition a challenging and important domain for this research. In this research we draw the reviews and advances in consumer research on comparisons between two types of information in an advertising setting and combining it along with two types of presentation forms. Yet a few empirical investigations of presentation forms, typically vividness and its interaction effects with information mode, have been conducted in a consumer-behavior context. Further to add to this research is the inclusion of consumer knowledge moderates the way such information is processed. Although the effects of vividness in terms of its ability to impart a persuasive communication have yielded mixed results, we extend the scope of vividness research and attempt to examine vividness effects and its interaction with information mode in print ads. Since different consumers use different skills and strategies to evaluate information, it is suggested that individual differences in product knowledge may be an important moderating factor in information processing and final response to product ads. In order to address the research issues, a conceptual framework based on the availability valence hypothesis (availability theory) was created. Sixty individual hypotheses were the resulting derivatives from the framework. To test the hypotheses and the conceptual model, a 2x2x2 factorial design was employed and examined responses from 160 students from both arts and computing science program of a major university. Experiments examined the persuasive impact of a new brand containing two forms of presentation and information mode. The conclusions from the study reveal that vividness has an impact on recall and attitudes. The impact on recall and judgment was more pronounced for novices in comparison to experts. The interactions between presentation form and information mode also revealed that the consumer knowledge moderates the way information is processed for recall and subsequent judgment. Experts were able to able to recall attribute information more accurately than novices irrespective of the presentation form and the judgment imparted was based on the information available. All functional properties of the variables in the proposed model had an impact on the effects of advertising during memory and judgment tasks. We also provided a theoretical rationale based on extant literature on the availability model as to which presentation form and information mode may influence the recall and judgment resulting in intent to purchase. The presentation form and information mode highlights the similarities in the benefits offered by an existing base brand. Theoretical and practical implications of the results are discussed as well as the limitations and future directions of this study.
QC 20100811

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Peng, Huihui. "Young People's Attitudes on Art Infusion Advertising on Social Media: Focus Groups with Chinese Students." Thesis, Virginia Tech, 2017. http://hdl.handle.net/10919/78373.

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In China, advertisements posted by online influencers on social media platforms have become a new trend of marketing. Through the lenses of art-infusion theory and the entertainment overcoming resistance model, this study focuses on a specific advertisement posted by a Chinese online influencer and explores whether this advertisement appeals to Chinese young people and why. Five focus group sessions were conducted with 29 Asian college students to explore the impact of artwork in advertising on participants' attitudes toward the ad and the advertised product. The results showed that 1) participants' attitudes toward the ad were affected by the presence of artwork, and 2) entertainment features such as narrative structure and liking of the author contributed to overcoming resistance to advertising. The findings of the study suggest practical implications for advertising professionals as well as art promoters.
Master of Arts

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Lou, Shanshan. "Simultaneous Media Use and Advertising: The Effects of Salient Web Ads in a New Media World." Ohio University / OhioLINK, 2013. http://rave.ohiolink.edu/etdc/view?acc_num=ohiou1377084473.

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Bensman, Todd Thorson Esther. "Newspaper circulation scandals testing a new dimension of media credibility /." Diss., Columbia, Mo. : University of Missouri--Columbia, 2009. http://hdl.handle.net/10355/6564.

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The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on October 20, 2009). Thesis advisor: Dr. Esther Thorson. Includes bibliographical references.

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Elish, Madeleine Clare. "The evolution of intimacy : advertising personal computers in the 1980s." Thesis, Massachusetts Institute of Technology, 2010. http://hdl.handle.net/1721.1/59729.

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Thesis (S.M.)--Massachusetts Institute of Technology, Dept. of Comparative Media Studies, 2010.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 127-131).
At the heart of this thesis is a desire to understand the evolving and situated relationship between humans and computers. Looking to a specific kind of computer at a specific moment in history, I analyze the ways in which advertising played a role in socially constructing an individual's relationship to the personal computer in the home. Based an analysis of over 500 advertisements in widely circulated magazines during 1984-1987, this thesis examines through emblematic examples how advertisements during this period positioned the personal computer as a domestic machine. In observing the means of socially constructing the personal computer in the mid -1980s, we come to understand the role and potential implications of advertising in socially constructing meaning, as well as gain a deep perspective on how the personal computer was constituted in the early years of its introduction into the home. Taken together, these advertisements present a portrait of a technology's evolution and begin to reveal how personal computers took on the meaning and place that they now occupy in contemporary life. Once embodiments of military and corporate de-humanizing control, computers are now accepted as evocative, social extensions of individual selves that represent individual freedom and power. With personal computers as our contemporary companions, at home, at work and in our laps, this thesis tells a history of how our relationship began.
by Madeleine Clare Elish.
S.M.

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Yuanxin, Ma, and Pittana Noichangkid. "Bored with Ads? : A Study Investigating Attitude towards Social Media Advertising." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-44402.

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Rubio, Berdejo Solange. "This Land: A media analysis of Latinx representation in ‘woke’ advertising." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-22789.

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It seems as of late the most acclaimed advertising campaigns have found a formula to commodify the politically correct through what has come to be described as “woke advertising”. This winning strategy has won public appeal for connecting with an ever-evolving audience that is young, diverse and liberal. Specifically, newcomer agency, Anomaly, has publicly proclaimed themselves as the “change-agent” in the space of advertising, capitalizing on the culture wars by positioning themselves as the leading advertising experts in challenging societal stereotypes and biases. This is a case study that explores one of Anomaly’s 2016 campaigns for Johnnie Walker, “Keep Walking America”, as they attempt to engage in cultural politics with the Latinx community during a period of heightened political tension for immigrant populations. Through a Social Semiotics analysis and postcolonial criticism, the focus of this thesis is to explore how Johnnie Walker leveraged woke capital and consequently attempted to represent the lived experiences of marginalized groups whose stories are generally silenced.

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Buccellato, Steven. "AdTech Interactive Media Network /." Online version of thesis, 1994. http://hdl.handle.net/1850/11757.

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Weil, Lisa Heffernan. "A good line of advertising the historical development of children's advertising as reflected in St. Nicholas Magazine, 1873-1905 /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2007. http://hdl.handle.net/10355/5053.

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Thesis (M.A.)--University of Missouri-Columbia, 2007.
The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on January 15, 2008) Includes bibliographical references.

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Kennedy, Adam James. "Branded art : advertising promotion and the cultural economy." Thesis, Kingston University, 2009. http://eprints.kingston.ac.uk/20258/.

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Jonsson, Amanda, and Ekeroth Julia Darnéus. "The Effectiveness of Personalised Advertising : An exploratory study on personalised advertising done on Facebook." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54413.

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Guerzoni, Lorenzo. "L'impatto del colore predominante e della posizione nell'ambito del social media advertising." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2016. http://amslaurea.unibo.it/12292/.

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In questa tesi sperimentale cerco di verificare la seguente ipotesi: " Se il colore predominante di un’immagine - nell’ambito del social media advertising - è “caldo” piuttosto che “freddo”, allora l’annuncio ha un impatto più incisivo sull’utente."

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Chang, Chung-Hua, and 張瓊華. "The Influence of Advertising Media Type and Media Contact Behavior on the Advertising Effect --- a Study on Internet Advertising and TV Advertising." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/15741205820005583414.

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碩士
國立交通大學
管理科學系
90
The Internet and television are essentials in our life nowadays. They not only affect our life style, but also affect our values and moral codes. We study two issues in the research. First, we discuss whether a manager will choose different commercial media form traditional television because of the revolution in media. Second, we find out what kind of commercials can attain better responses through studying the factors that affect the Internet and television commercials. We apply the following statistical methods in the research. They are descriptive statistics method, reliability analysis, validity analysis, Mean deviation test and ANOVA. The results are as follows. The influences of Internet commercials are better than the ones of television commercials. However, the desire to buy on television is better than in the Internet. About the results of advertising attitude factor, the effects of Internet commercial are better than television ones when the commercial exposing time are medium or short. The brand effects of television commercials are better than the ones of Internet commercials when the commercial exposing time is medium or short. Besides, the consumers’ ages from 20 to 24 and above 30 are more easily influenced by Internet commercials than by television ones. In the results of desire to buy factor, the effects of television commercials are superior to the ones of Internet commercials under the ages of consumers from 25 to 29. However, under the ages above 30, the Internet commercials get better results. When we discuss the results with the consumers whose education levels are under senior high, the effects of television commercials are superior to the ones of Internet commercials. Furthermore, the effects of Internet commercials are superior to the ones of television commercials when the education levels of consumers are above bachelor.

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Chang, Kuei-Chuan, and 張桂娟. "The Influence of Advertising Appeal and Advertising Media Type on the Advertising Effect." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/65540837852622618114.

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碩士
中國文化大學
國際企業管理研究所
91
During the past, the preference of this type of research has always been focused on the effect of the single television or internet advertising. Only a few studies were done on the advertising appeal and the advertising media type on the advertising. Thus, this has inspired the researcher to pay particular attention on this issue. This study focuses on the issue of the influence of advertising appeal and advertising media type on the advertising effect. This research were done be means of demographic statistics. The results are as follows: The influences of advertising appeal and advertising media type are significant on the advertising effect. If the appeal is rational, the internet media is better than the media of the television. However, if the media type is internet, the rational appeal is better than the emotional appeal. Therefore we can conclude that the internet media with rational appeal is the best effect on advertisement. The research also shows that the brand effects are most significant on the gender types, where the male pays more attention to the brand than the female. It is significant on the level of education in the area of advertising consciousness. As for the advertising media type, it is more significant on the income of the consumers. Lastly, the advertising attitude is most significant on the area of consuming.

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Chen, Chung-Yu, and 陳崇毓. "Influences of Advertising Features on Advertising Attitude and Advertising Effect on Social Media." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/6jv9gq.

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碩士
國立彰化師範大學
企業管理學系
106
In 2009, social media began to thrive. Traditional media provide a one-way collection of information, on the other side the Internet provides a two-way community with various interactive modes. On the social media platform, instantly messaging functions can easily establish connections between others. Many communities and fan pages also directly bring about a series of changes in the community economy, a new market and a new group of consumers. Company have to pay attention to the social media platform which will brings unpredicted economic benefits. This study use an experimental design and design eight scenarios. The study’s target is a consumer who normally uses a social media platform. A total of 362 questionnaires were collected, and the effective recovery rate was 94%. The results of the study show that consumers will have a higher advertising attitude by attracting eye-catching and advertising titles that directly express product content. The use of advertising star advertisements also increases consumer attitudes toward advertising. Compared with rational appeal, the use of perceptual appeal advertising can bring about a higher advertising attitude. A high degree of advertising attitude can positively influence the effectiveness of advertising. Therefore, this study proposes that the eye-catching ad titles, selection of advertising spokesperson, and using emotional appeals will enable the advertisements to be broadcast more efficiently, and improve the effectiveness of the advertising.

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"Traditional Media and New Media Advertising Cost Differentiation Research." Doctoral diss., 2018. http://hdl.handle.net/2286/R.I.49199.

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abstract: This study examines the 3 key questions of media budget allocation, to find our a better invest model. Including spending share of traditional media and digital media, program selection strategy and duration mix optimization to analyse the trend of sample A (a global cosmetic brand) . Based on every test media campaign, we do research of media performance and sales volumn, add youth consumer behavior result, to develop a media investment ROI model for this brand. Create the evaluation system according to past big data and find the learnings of different length TVC usage. Of course all relavant findings and implications will be summarized after every section.
Dissertation/Thesis
Doctoral Dissertation Business Administration 2018

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Pan, Yi-Jie, and 潘怡潔. "The Effect of Social Media Richness, Advertising Appeal on Social Media Advertising：A Case Study of Facebook." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/3nd8ry.

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碩士
國立高雄第一科技大學
行銷與流通管理研究所
103
With the development of multimedia times, the single communicate channel on the internet becomes the two-way communicate, and the most popular social networking sites recently is Facebook. Facebook''s interactive features not only strengthen interaction between people but also inspire companies and brand managers to use the fan page on Facebook.The Fan page becomes a new media channel to communicate with customers. Companies and brand managers can post the content of advertising and communicate with customers through the fan page. In addition, the form of the post can show by words, pictures and videos. It makes managers strengthening their advertising effectiveness through the diverse form of the post. The aim of this study is explore different advertising appeal (i.e. two types: rational and emotional),media richness (i.e. three levels: low, medium and high), and customer''s different product involvement (i.e. two levels: low and high) to advertising effectiveness. This study tries to figure out the different effect of advertising in fan page, and use "advertising memory","attitude toward advertising", "buying intention", "share intention" to measure adverting effectiveness.ANOVA analysis confirmed some advertising effects such as advertising appeal, media richness and product involvement. This study''s results show that emotional appeal''s memory effect is better than rational appeal, and high media richness has the best effect of share intention. In conclusion, the managers of company and brand of facebook should base their goal to choose the best advertising effectiveness of post form.

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Lee, Yi-Yu, and 李宜宥. "Construction of Media Advertising Balanced Scorecard." Thesis, 2019. http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/login?o=dnclcdr&s=id=%22107NCHU5457005%22.&searchmode=basic.

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碩士
國立中興大學
高階經理人碩士在職專班
107
This study uses the balanced scorecard to construct the media advertising industry management performance evaluation system, based on the balanced scorecard as the theoretical basis, analyzes the case study and discusses the financial facet, customer facet and internal process facet of the balanced scorecard. And learning the growth facet, summarizing the performance indicators of the management performance evaluation system, and developing a scale to measure the organizational performance of the department.According to the four facets of the Balanced Scorecard: the “Financial Facet” of the Outdated Indicators, and the leading indicators “Customer Facet”, “Internal Process Facet” and “Learning Growth Facet”, the indicators are the business individual KPIs. Measure the initial scale, including the new customer revenue growth rate of financial facet, old customer revenue growth rate, innovative revenue growth rate, external marketing exposure rate, lowering the overdue rate of accounts receivable, and improving asset utilization; Customer continuation rate, abnormal reduction rate, new customer development rate, new customer visit rate, old customer maintenance rate; internal project facet time, project data file number, new type of advertising increase rate, public welfare Community activity participation rate, customized service rate; business value of learning facet enhances various skill support rates, education and training, resource exchange rate, resource exchange rate, local resource sharing, and re-evaluation of target market. To measure the performance of past execution and future growth performance, balance the performance indicators and become a strategic management tool for the media industry.

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Mi, Ching-Yun, and 米慶雲. "Internet Advertising Effectiveness: A Study in Advertising Appeals and Media Type." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/28jk93.

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碩士
淡江大學
資訊管理學系碩士在職專班
104
In recent years, finding ways to measure Internet advertising effectiveness has become an important research issue in Information Management. From the perspective of hierarchy-of-effects model, this study aims to explore relevance of the indicators of internet advertising effectiveness and to investigate whether different advertising appeals and media types may affect the advertising effectiveness. The authors asserts that scientifically determined quantitative indicators present in each stage and these indicators can measure the advertising effectiveness. Unlike previous studies, which employed qualitative methods to collect consumers’ psychological factors, this research analyzed real advertising data. The results indicate that some indicators of internet advertising effectiveness, including impressions, clicks, and cost are related, while earning-per-click is not related to impressions. Besides, the exposure effect of display advertising is significantly better than that of search advertising; the clicks and expenses of search advertising are significantly higher than those of display advertising; only search/promotion advertising can generate profits.

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Dissertations / Theses on the topic 'Advertising and media'

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