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Dissertations / Theses on the topic 'Advertising'

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Published: 4 June 2021
Last updated: 25 July 2025

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1

Ma, Hon-bo Tony, and 馬漢波. "Internet advertising." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31269114.

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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko, and A. Avlasovych. "Media advertising." Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/17569.

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Ma, Hon-bo Tony. "Internet advertising /." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19874200.

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4

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 na
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Salim, Ali, and Nima Alikhani. "Mobile Advertising : A Case study of Mobile advertising Solutions." Thesis, KTH, Media Technology and Graphic Arts, Media, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-11813.

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<p>This report has been produced as a result of a Thesis assignment conducted at Ericsson. Itspurpose is to give an overview of the Mobile Advertising industry. In this report an overviewof mobile advertising is presented and thru which channels advertising could be used. Thenthree mobile advertising campaigns are shown and described with background, strategy andresults.</p><p>The different global markets, the different actors in the value chain and how the onlinebehavior has changed are analyzed. The problem area in this report is about profitability andefficiency of the solutions within mobi
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Li, Xiaopeng. "Playful Advertising: In-Game Advertising for Virtual Reality Games." Thesis, KTH, High Performance Computing and Visualization (HPCViz), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-175593.

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We present an early exploration of in-game advertising for virtual reality games. The study investigates what the impacts of interactivity and immersion on consumer learning and game experience are. First, we establish a theoretical grounding for understanding interactivity and immersion in virtual gaming environments. Then, we form a research framework and propose hypotheses around the research question. Next, we report the results of the field research, prototype design, and user study. The prototypes run in mobile browsers and are tested on virtual reality goggles with smartphones attached.
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Rojas-Mendez, Jose I. "Attitudes to time and advertising in explaining advertising avoidance." Thesis, University of Manchester, 2002. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.629925.

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Attitude to time has been analysed from different disciplines such as sociology, anthropology, psychology and management, but up to know it has received limited attention in the marketing literature, particularly in the area of consumer behaviour. This study explores whether attitude to time underpins attitude formation and consequently behaviour towards something absorbing time. Time attitude is understood as the unconscious inclination to use the past, present, and future as driving forces to think or to make decisions related to a particular time related issue, such as advertising and its a
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Liu, Handan, and Jin Ma. "Advertising management influence effctiveness of online advertising : A study of white-collar workers in online advertising context." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4868.

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<p>Online advertising which is a new form of communication provides interactivity between advertisers and consumers.</p><p>This dissertation is focusing on how advertising management influence the effectiveness of online advertising.The theoretical framework of this study mainly contains the advertising management and effectiveness of effects model.These two models are combined together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings. The quatitative research strategy is appliedd
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Modig, Erik. "Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1951.

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Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research ne
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Baty, Chandra. "Reapplication of Meadow's nonproduct advertising typology to 1996 nonproduct advertising." Virtual Press, 1997. http://liblink.bsu.edu/uhtbin/catkey/1045634.

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In the 1970s, oil, gas and utility companies lost the American public's trust during the energy crisis. Faced with tighter government regulation, these companies turned to nonproduct advertising as a mouthpiece for the American company.At the time, Robert Meadow created a typology for nonproduct advertising by analyzing hundreds of nonproduct ads in several publications. According to Meadow, the ten categories that he created were the areas in which companies utilized nonproduct advertising.Yet, over twenty years later, companies in the 1990s confront many problems that plagued companies in th
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DRAMALI, BIANCA LEITE. "ADVERTISING MONEY: A STUDY OF BANKING SERVICES ADVERTISING IN BRAZIL." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2011. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=18405@1.

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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO<br>Minha pesquisa tem como objeto a narrativa publicitária do dinheiro no Brasil. Para isso, analiso a publicidade brasileira dos serviços bancários. A ideia é buscar entender se há relação entre estabilidade econômica e monetária e discurso publicitário do setor. Quando o dinheiro tem seu valor social estável, como isso se reflete nas narrativas publicitárias dos bancos? Tema rico de possibilidades pelo atual contexto econômico do Brasil, onde o país supera a recente crise econômica mundial de 2008, vive momentos de crescimento e estabilidade
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Pettersson, Jimmie. "Contextual Advertising Online." Thesis, Linköping University, Department of Computer and Information Science, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-15878.

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<p>The internet advertising market is growing much faster than any other advertising vertical. The technology for serving advertising online goes more and more towards automated processes that analyze the page content and the user’s preferences and then matches the ads with these parameters.</p><p>The task at hand was to research and find methods that could be suitable for matching web documents to ads automatically, build a prototype system, make an evaluation and suggest areas for further development. The goals of the system was high throughput, accurate ad matching and fast response times.
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13

Nilsson, Carl Patrik. "Attention to Advertising." Doctoral thesis, Umeå University, Umeå School of Business, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-897.

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<p>Attention to Advertising</p><p>Carl Patrik Nilsson, Umeå School of Business, Umeå University SE-901 87 Umeå, Sweden</p><p>Abstract</p><p>In advertising, capturing consumers’ attention is imperative. Yet, how attention to advertising works in a World Wide Web context has not been researched extensively. This area is the main focus of this research.</p><p>The World Wide Web is an interactive medium which has characteristics that deviate from traditional media channels. Considering the unique properties of the World Wide Web it was deemed important to study how attention to advertising is affe
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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 Reali
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Nilsson, Patrik. "Attention to advertising /." Umeå : [Handelshögskolan], Umeå universitet, 2006. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-897.

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Willmore, Christopher. "Targeted persuasive advertising." Thesis, University of British Columbia, 2008. http://hdl.handle.net/2429/1550.

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The three essays of this thesis consider a firm’s choice of advertising campaign when advertising may be conditioned on the preferences of individual consumers. In essay one, I show that a monopolist will use such advertising to turn sub-marginal consumers, who are not quite willing to pay for the good, into marginal consumers who are indifferent to paying for the good or going without it. The second essay considers the use of targeted advertising in duopoly, when one of the firms does not have access to advertising. I find that advertising will target those consumers most likely to switch to
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李人龍 and Yan-lung Lee. "Advertising in China." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1996. http://hub.hku.hk/bib/B31267427.

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18

Барсукова, М. "Advertising on www." Thesis, Видавництво СумДУ, 2006. http://essuir.sumdu.edu.ua/handle/123456789/21784.

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Lee, Yan-lung. "Advertising in China /." Hong Kong : University of Hong Kong, 1996. http://sunzi.lib.hku.hk/hkuto/record.jsp?B17982467.

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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.<br>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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Hofmann, Karsten C. "Advertising in restrooms." PDXScholar, 1988. https://pdxscholar.library.pdx.edu/open_access_etds/3803.

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There is a common belief that the special situation one encounters in restrooms is likely to evoke negative associations between the setting and a potential product, and that these presumed associations make advertising in restrooms incompatible with the objectives of advertisers. This general proposition was questioned on theoretical grounds. It was argued that the specific situation in a restroom would be conducive to advertising goals in a number of ways. In addition, while negative associations may occur with certain kinds of products, others were hypothesized to be unaffected. In particul
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Rigoni, Barbara <1993&gt. "Provocative advertising : Diesel." Master's Degree Thesis, Università Ca' Foscari Venezia, 2017. http://hdl.handle.net/10579/11774.

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The object of this work is to improve the knowledge about the advertising strategies of one of the most well-known, innovative and worldwide distributed Italian brand in the fashion industry: Diesel. I choose Diesel because this brand, founded by Renzo Rosso, has been under the spotlight for its attitude to make the most controversial and provocative advertising campaigns. Since the beginning, Diesel represented an upstream and innovative brand, following the leading of the owner Renzo Rosso who has always pointed out his belief in freedom and the willingness to do whatever he wanted without
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Kamdar, Dharmesh Mansukhlal. "Mobile advertising : advertising's new avatar." Thesis, 2010. http://hdl.handle.net/2152/ETD-UT-2010-05-1513.

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Mobile technologies are one of the fastest growing and most widely adopted technologies in this current era. Parks Associates forecasts 4.5 billion mobile phone users worldwide by 2013, with many people using these devices as gateways for entertainment services, community information, and social networking. There will be over 140 million U.S. consumers paying for mobile broadband, which will extend video, communication, networking, and support services to various devices. The mobile advertising industry was seen as the poor relation of Internet advertising in terms of revenue, if not of hype.
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Chen, Yi-ling, and 陳依齡. "A Study of Advertising Effect on Banner Advertising of the Internet Users to Internet Advertisings." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/39360656587637243232.

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碩士<br>南華大學<br>企業管理系管理科學碩博士班<br>99<br>In recent years, due to the fast development of Internet, people have used it as a major approach to retrieve daily information. Therefore, it is granted that Internet advertisings become an important method for business advertisers to advertise their products/services. However, different information presentation, advertising appeal, Internet using experience, and advertising attitude of Internet users can cause different browsing behavior on banner advertising and influence advertising effect and purchase behavior. 　 　　The study is to investigate the const
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Hsin-Chieh, Chao, and 曹馨潔. "The Influence of Advertising Spokesperson, Advertising Appeal and Advertising Expose in the Advertising Effect." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/87009131851996708525.

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碩士<br>中國文化大學<br>國際企業管理研究所<br>92<br>Advertisement has influenced in our life with frequently expose. Advertiser try to change consumer’s attitude and purchase intension by delivering message with ad-vertisement. Advertiser has also dedicated to produce impressive ad to attract consumer. Therefore, let me wonder, which kind of ad is the best, try to focus on the investigation of the influences of advertising spokesperson, advertising appeals and advertising ex-pose upon advertising effect. Experimental approaches have been used to verify the research. Shampoo is cho-sen to serve as ex
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Tsai, Yen-Ting, and 蔡燕婷. "The Influences of Advertising Spokesmen and Advertising Appeals Upon Advertising Effect." Thesis, 2001. http://ndltd.ncl.edu.tw/handle/86323450484756815403.

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碩士<br>淡江大學<br>管理科學學系<br>89<br>Abstract Advertisements have been proved to play important roles in the daily life. It is now a key topic to discover the kinds of advertisements that can attract the customers'' attention and even stimulate the desire to buy. Therefore, the thesis is focused on the investigation of the influences of advertising spokesmen and advertising appeals upon advertising effect. Experimental approaches have been used to verify the research. Shampoo is chosen to serve as experimental product. The experiment is designed to include six sets of in
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Jiang, Chun-Yi, and 姜君怡. "The Influence of Advertising Slogans and Advertising Appeals on Advertising Effectiveness." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/88131222155633501149.

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碩士<br>國立臺灣大學<br>商學研究所<br>92<br>In our daily life, there are all kinds of advertising slogans. According to previous studies, advertising slogan is one of very important and common marketing techniques, and has great influence on the advertising effectiveness. However, the effectiveness of the type of slogans has not been explored yet. Meanwhile, advertising appeals types is also an important factor to advertising effectiveness. Therefore, this study used a 3（type of slogans: declarative vs. interrogative vs. imperative）× 2（type of appeals: rational vs. emotional）between-subject design to measu
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CHU, MIN-HUA, and 朱敏華. "A Study of the Advertising Skepticism, Advertising Avoidance, Advertising Irritation and Advertising Effectiveness: The Moderating Effect of Engagement." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/m52z36.

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碩士<br>國立嘉義大學<br>行銷與觀光管理學系研究所<br>106<br>This study uses Airbnb as an example to explore the relationships among advertising skepticism, advertising irritation, and advertising avoidance on advertising effectiveness. And we also research the moderating effect of engagement on advertising effectiveness in the study. This study is based on experimental designs to validate the hypotheses and includes 322 participants. The main results of this study are as follows. (1) Compared with low engagement effect, high engagement can lead to better advertising effectiveness. (2) Compared with low ad skeptici
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Chen, Yan-Jing, and 陳妍靜. "The Influences of Advertising Appeal and Native Advertising Form on Advertising Communication Effect." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/5a3626.

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碩士<br>國立高雄第一科技大學<br>行銷與流通管理系碩士班<br>105<br>As the number of mobile devices grow and the effectiveness of traditional banner ads reduce, these situation leads to the increase of native advertisements. Native ads are perfectly integrated into user's mobile device and users are less likely to reject it. In addition to a better user experience, advertisers also indicate that native ads on mobile devices are performing well. However, the benefits of the native advertisement on the social network have been studied by few people. In addition, in practical, advertisers mostly use rational or emotional
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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<br>中國文化大學<br>國際企業管理研究所<br>91<br>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 infl
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Wei, Cheng-hsien, and 魏政賢. "The Different of Advertising Effectiveness betweenMobile and Tradition Advertising – MMS V.S. DM Advertising." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/42606992016090678415.

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碩士<br>國立臺灣科技大學<br>企業管理系<br>98<br>Thesis : The Different of Advertising Effectiveness between Mobile and Tradition Advertising –MMS V. S. DM Advertising Nowadays, mobile phone become a indispensable communication tool in living, and under mobile operators active promotion, the growth of 3G Service is vigorously and to promote the usage of mobile data service and multimedia messaging service. Since mobile advertising has features of personalization, localization, interaction and instant characteristic, it has been considered as one of the extremely potential new developing media. However, the ap
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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<br>國立彰化師範大學<br>企業管理學系<br>106<br>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 stu
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Wang, An-Chi, and 王安琪. "Brand Awareness, Advertising Appeals, Advertising Models and Self Monitoring on the effectiveness of Advertising." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/99w6ft.

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碩士<br>國立交通大學<br>管理科學研究所<br>86<br>For inducing consumers'' underlying desires, understanding what they need, andmaking them to take the action of purchase in the end , more innovative and creative form of advertising presented in the media .Advertising plays an extremely important role in modern marketing activities, enterprises have to know that how the advertisements can both be creative and fill customers'' needs and wants. Therefore, thisresearch adopted several variances of advertising
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Ho, Yong-Ju, and 何詠筑. "The Influences of Airline’s Advertising Spokesperson Type and Advertising Spokesperson Gender on Advertising Effectiveness." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/73413202682734008624.

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碩士<br>國立高雄餐旅大學<br>運輸與休閒服務規劃碩士學位學程<br>101<br>“Advertising” is the most frequently used tool when the companies recommend their products. “Advertising spokesperson” in promoting the achievement of advertising effect plays an important role. The advertising spokesperson’s type and gender will impact the consumers who exposure to the advertising, but the few experts have done studied the impact on advertising effectiveness when hiring different types and genders in aviation industry. This report is an empirical study that compares the advertising effectiveness between six existing print advertisem
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Lawson, Whitney Elizabeth. "Advertising networks and the state of online advertising." Thesis, 2010. http://hdl.handle.net/2152/ETD-UT-2010-05-1090.

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The current economic climate presents many challenges to advertisers. In 2009, advertising spending in the United States dropped 12.3 percent, forcing advertisers to focus on campaigns that prove a quick return on investment. As average time spent online continues to increases, so is the Internet’s contribution to society and the economy. Advertising budgets are being shifted online to reflect the growing importance of the Internet, and much of these budgets are being spent using advertising networks. These networks act as the intermediaries between advertisers and Web publishers and make onli
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TENG, I.-MIN, and 鄧依旻. "How to evaluate advertising effect through SoLoMo advertising." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/18210514541201181085.

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碩士<br>國立清華大學<br>科技管理研究所<br>102<br>The flourishing of social media and smart devices make the style of advertising becomes diversified. Moreover, mobile advertising has further progress on revolution, which was called “So (social)-Lo (local)-Mo (mobile) advertising”. Therefore, how to design an attractive advertising game by these elements becomes important. The paper examines how SoLoMo advertising factors (entertainment, informativeness, credibility, and personalization) evaluate advertising effect through personality traits. Data was collected from 1,200 participants, mainly Taiwanese. Hiera
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FANG-YEN, WU, and 吳芳彥. "The Influences of Advertising Appeals Upon Advertising Effect." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/37413366060430497701.

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碩士<br>國立臺北大學<br>企業管理學系<br>91<br>Since the Taiwan automobile market are restricted by the local geography and density of population, small and medium size of vehicles are always the most popular one in the market. Unlike a broad country, United States, comfortable vans with large capacities are their main stream. However, since Taiwan follows European and North American countries starting to carry out the system of “Saturday off Every Two week”, our citizens start to have the concept of relaxation, and because of that, unfashionable vans are getting adopted. If an enterprise wants to become a s
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You, Heuy-Lin, and 游慧琳. "The advertising effectiveness of comparative public benefit advertising." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/59107563707746329837.

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碩士<br>國立臺灣大學<br>商學研究所<br>86<br>Abstract To establish image of corporate by public benefit advertising is useful to increase sales and profits. Although the utilization of comparative advertising is more frequent, but the advertisi ng effectiveness is argued. So this research shows the advertising effectivene ss of the public benefit advertising presentation by comparing. The main go als of this study describe as following: First, to know the advertising effect iveness of comparative public benefit
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Adams, Angela Rae. "Mobile Advertising." 2013. http://hdl.handle.net/2152/22389.

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Mobile advertising has grown rapidly in the United States from a marketing, technology, and consumer acceptance point of view. This professional report will begin with an overview of the current mobile landscape, including device and network history. Various techniques will then be covered, including formats such as messaging (SMS), mobile search, display, and video advertising. Each of these methods will be discussed in detail, highlighting benefits and drawbacks, followed by typical monetization and measurement for each format. This report will then shift from a marketer point of view to
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YU, TA-CHING, and 于大慶. "Exploring the Impact of Mobile Advertising Characteristics on Consumers’ Advertising Attitude and Mobile Advertising Effect." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/9v8923.

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碩士<br>國立高雄第一科技大學<br>運籌管理系企業管理碩士班<br>105<br>In this study, we explore the impact of mobile advertising characteristics on consumers’ advertising attitude and mobile advertising effect, and present the result to enterprises who are using mobile advertising to market their brands or products as a reference. Therefore, the study, using the experimental method to explore the impact of mobile advertising characteristics on consumers’ advertising attitude and mobile advertising effect. There are four different kinds of questionnaire designed by two factors: low irritation with low interactivity, low
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Chang, Sheng-Chieh, and 張聖潔. "A Study on the Relationship of Advertising Appeal, Advertising Spokesperson, Advertising Attitude and Purchase Intention." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/92358003351885130735.

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碩士<br>真理大學<br>管理科學研究所<br>97<br>The main purpose of this research is to investigate the effectiveness of the attitude toward advertising and purchase intention under different type of advertising appeal (rational/emotional), different type of spokespersons (celebrity/expertise). This study uses 2*2 factorial experimental design. The print advertisements were used in the experimental design. The cell phone industry was taken as a research object. The samples were chosen from students in five colleges of northern Taiwan. A total of 450 questionnaires were distributed, 411 effective questionnaires
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Liao, Ai-Lun, and 廖艾倫. "Benchmarking the Advertising Efficiency: An Empirical Validation of Cosmetic Advertisings in Taiwan." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/23869990157456291537.

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碩士<br>國立成功大學<br>企業管理學系碩博士班<br>91<br>In the coming ages of globalization, there are more and more competitive in today’s world. Companies which want to survive in the serious competition and win the market place must pay more attention on their marketing strategy. It is no doubt that advertising plays an even more important role in marketing than ever before. But how does the advertising works? Are they efficient enough as they cost? What are the influential success factors in the advertisings? This study is subject to fill the void of following questions: 1.To verify the key influent
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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<br>國立交通大學<br>管理科學系<br>90<br>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 d
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Meganck, Shana. "Comparative versus noncomparative advertising print advertising intensity and effectiveness /." 2005. http://purl.galileo.usg.edu/uga%5Fetd/meganck%5Fshana%5Fl%5F200508%5Fma.

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Huang, Chen-An, and 黃正安. "The Influences of Mobile Advertising Format on Advertising Effects." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/09114315455036134099.

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碩士<br>國立高雄第一科技大學<br>資訊管理所<br>96<br>With the advancement of mobile technology, multimedia message service (MMS) has become the major application of messaging service. MMS includes multimedia objects (images, audio, video, rich text) and provides a new channel for marketing activities. The main purpose of this study includes: 1.Explore the effects of advertisement of different representation formats; 2.Explore the effects of advertisement of different representation formats in different product categories. The present research adopts a complete random design and test-retest strategy to investiga
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Lee, Tsuei-Ling, and 李翠玲. "The Analysis of Advertising Effectiveness in Web Keyword Advertising." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/7cxds8.

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碩士<br>世新大學<br>傳播管理學研究所(含碩專班)<br>96<br>The Analysis of Advertising Effectiveness in Web Keyword Advertising Student: Tsuei-Ling Lee Advisor: Chien-Chou Su Ph.D. Department of Communications Management Abstract This study was aimed at Internet users to investigate. To understand how the sample characteristics，internet advertising attitude, involvement of advertising messages and sharing of media will impact on the internet keyword ads Effect. Through analysis of the results of internet questionnaires which against 314 internet users, to further understand the keyword adve
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Chang, Ju-hui, and 張如慧. "The Effect on Advertising Effectiveness Caused by Advertising Frequency." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/25733962388257634382.

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Chu, Yi-Chi, and 朱羿錡. "The Influences of Mobile Advertising Formats on Advertising Effectiveness." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/jsjgr9.

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碩士<br>國立彰化師範大學<br>企業管理學系<br>105<br>The widespread use of mobile devices and internet makes users receive different formats of mobile advertising easily. In this research, we used experimental designs to explore the impacts of different advertising formats on advertising effectiveness. There are three types of advertising formats, including banner ad, interstitial ad, and native ad. As for the personalized degree, one category is with personalization and the other one is without personalization. The research results show different advertising types have significant effects on advertising effect
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Huang, Yi-Ting, and 黃翊婷. "The Influences of YouTube Advertising on the Advertising Effectiveness." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/4huv3n.

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碩士<br>國立臺灣科技大學<br>企業管理系<br>106<br>With the rapid development of the Internet, it has become an essential part of daily life. Therefore, companies actively invest in online media to market their products. The amount of digital advertising has exceeded television advertising in the first half of 2016 in Taiwan. In other words, digital advertising has become the largest media channel. Companies annually increase the proportion of investment in digital advertising. Among all the digital advertising, the video advertising has most dramatically increased. Among the many video sharing platforms, YouT
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Peng, Wen-Chien, and 彭雯芊. "User Experiences and Advertising Effects in Augmented Reality Advertising." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/m45t33.

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碩士<br>元智大學<br>資訊傳播學系<br>106<br>Consumers have been changed from passive receivers of conventional advertisements to a party that can interact with advertisements. Because of the prevalence of mobile devices and advancements in interactive and three-dimensional (3D) technologies, the media richness of two-dimensional advertisements is unable to satisfy consumers; hence, interactive 3D advertising becomes a viable option. Augmented reality (AR) technology features the integration of virtuality and reality, real-time interaction, and 3D spatial environments (Azuma, 1997). Integration of the virtu
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