subject:(Advertising effectiveness)

Curtin University of Technology

1. Fielder, Lynda Jane. The relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness .

Degree: 2011, Curtin University of Technology

URL: http://hdl.handle.net/20.500.11937/1578

► The increasing level of alcohol consumption among youth and related harms is an issue of international public health concern (Hingson, Heeren, Winter, & Wechsler, 2005;… (more)

▼ The increasing level of alcohol consumption among youth and related harms is an issue of international public health concern (Hingson, Heeren, Winter, & Wechsler, 2005; Jernigan & Mosher, 2005; Jernigan, Ostroff, & Ross, 2005; Mosher, 2006; Room, Babor, & Rehm, 2005; World Health Organization, 2004a). Many factors influence youth alcohol consumption, including social, individual, structural and marketing factors (Donovan, 1997). Research shows that alcohol advertising reinforces positive attitudes toward youth drinking and plays a significant role in their decision to drink, as well as level of consumption (Anson, 2010; Babor et al., 2003; Hurtz, Henriksen, Wang, Feighery, & Fortmann, 2007; Jernigan et al., 2005).A number of countries follow a regulatory code of advertising in relation to alcohol. Self-regulatory codes are used to prohibit marketing that targets underage youth (Distilled Spirits Industry Council of Australia Inc., 2010). However, the effectiveness of these codes and self-regulation in general has been questioned in the literature (Jones & Donovan, 2002; Jones & Jernigan, 2010; US Department of Health and Human Services, 2007; World Health Organization, 2009a, 2009b). In Australia, the Alcohol Beverages Advertising (and Packaging) Code (ABAC) is the specific code that regulates the content of alcohol advertising (The ABAC Scheme, 2011). While a few studies have assessed alcohol advertising content against these codes (Donovan, Donovan, Howat, & Weller, 2007; Jones & Donovan, 2002), to date, no studies have attempted to relate identified breaches of codes contained in alcohol advertisements and the subsequent impact on advertising effectiveness.The aim of this study was to explore the relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness. A total set of 25 alcohol advertisements was selected from advertisements frequently aired during the period November 2005 to October 2006 (15 beer advertisements; 9 spirits advertisements; 1 sparkling wine advertisement).Content analysis of the 25 advertisements revealed that all contained at least one element with known appeal to children and underage youth, indicating that youth in Australia are being exposed to alcohol advertisements that would be in breach of the Alcohol Beverages Advertising Code (ABAC). These advertisements were exposed to a sample of 544 young people attending Years 8 to 10 in public secondary schools in the Perth metropolitan area. Each student was exposed to five of the alcohol television advertisements. Respondents’ individual reactions to each alcohol advertisement were obtained using a confidential, self-completion questionnaire. This instrument was also used to record respondents’ alcohol beverage preferences.The attractiveness of specific execution elements in the advertisements significantly predicted advertising likeability, which in turn predicted advertising effectiveness. Advertisements for the most preferred brands were characterised by: music; animal/animation; visual…

Subjects/Keywords: advertising effectiveness; alcohol advertising; high school students

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APA (6^th Edition):

Fielder, L. J. (2011). The relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness . (Thesis). Curtin University of Technology. Retrieved from http://hdl.handle.net/20.500.11937/1578

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Fielder, Lynda Jane. “The relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness .” 2011. Thesis, Curtin University of Technology. Accessed April 15, 2021. http://hdl.handle.net/20.500.11937/1578.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Fielder, Lynda Jane. “The relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness .” 2011. Web. 15 Apr 2021.

Vancouver:

Fielder LJ. The relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness . [Internet] [Thesis]. Curtin University of Technology; 2011. [cited 2021 Apr 15]. Available from: http://hdl.handle.net/20.500.11937/1578.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Fielder LJ. The relationship between high school students' liking of elements in alcohol advertising and advertising effectiveness . [Thesis]. Curtin University of Technology; 2011. Available from: http://hdl.handle.net/20.500.11937/1578

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Georgia

2. Brison, Natasha Teericoach. Measuring consumer advertising deception.

Degree: 2015, University of Georgia

URL: http://hdl.handle.net/10724/32530

► The aim of this study was to further both the theoretical conceptualization and the empirical validation of a consumer advertising deception research model. Conceptually, it… (more)

Subjects/Keywords: Advertising Effectiveness; Consumer Deception; Regulation

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APA (6^th Edition):

Brison, N. T. (2015). Measuring consumer advertising deception. (Thesis). University of Georgia. Retrieved from http://hdl.handle.net/10724/32530

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Brison, Natasha Teericoach. “Measuring consumer advertising deception.” 2015. Thesis, University of Georgia. Accessed April 15, 2021. http://hdl.handle.net/10724/32530.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Brison, Natasha Teericoach. “Measuring consumer advertising deception.” 2015. Web. 15 Apr 2021.

Vancouver:

Brison NT. Measuring consumer advertising deception. [Internet] [Thesis]. University of Georgia; 2015. [cited 2021 Apr 15]. Available from: http://hdl.handle.net/10724/32530.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Brison NT. Measuring consumer advertising deception. [Thesis]. University of Georgia; 2015. Available from: http://hdl.handle.net/10724/32530

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

3. Chiang, Shou-Jie. A Study On Motivation, Attitude, Behavior And Advertising Effectiveness Of Internet Video Advertising Audiences.

Degree: Master, Business Management, 2011, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0705111-140430

► In Taiwan, there is an increasing number of people using the Internet. Advertising firms have noticed the change in consumer behavior, and thus are investing… (more)

Subjects/Keywords: Internet video advertising; motivation; attitude; behavior; advertising effectiveness; advertising

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APA (6^th Edition):

Chiang, S. (2011). A Study On Motivation, Attitude, Behavior And Advertising Effectiveness Of Internet Video Advertising Audiences. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0705111-140430

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Chiang, Shou-Jie. “A Study On Motivation, Attitude, Behavior And Advertising Effectiveness Of Internet Video Advertising Audiences.” 2011. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0705111-140430.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Chiang, Shou-Jie. “A Study On Motivation, Attitude, Behavior And Advertising Effectiveness Of Internet Video Advertising Audiences.” 2011. Web. 15 Apr 2021.

Vancouver:

Chiang S. A Study On Motivation, Attitude, Behavior And Advertising Effectiveness Of Internet Video Advertising Audiences. [Internet] [Thesis]. NSYSU; 2011. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0705111-140430.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Chiang S. A Study On Motivation, Attitude, Behavior And Advertising Effectiveness Of Internet Video Advertising Audiences. [Thesis]. NSYSU; 2011. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0705111-140430

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

North-West University

4. Naidoo, Thirushen. The effectiveness of advertising through the social media in Gauteng / Naidoo, T.

Degree: 2011, North-West University

URL: http://hdl.handle.net/10394/7043

► 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… (more)

▼ 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.

Subjects/Keywords: Social media; Brand image; Advertising; Twitter; Facebook; Advertising effectiveness; Electronic advertising

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APA (6^th Edition):

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

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Naidoo, Thirushen. “The effectiveness of advertising through the social media in Gauteng / Naidoo, T. ” 2011. Thesis, North-West University. Accessed April 15, 2021. http://hdl.handle.net/10394/7043.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Naidoo, Thirushen. “The effectiveness of advertising through the social media in Gauteng / Naidoo, T. ” 2011. Web. 15 Apr 2021.

Vancouver:

Naidoo T. The effectiveness of advertising through the social media in Gauteng / Naidoo, T. [Internet] [Thesis]. North-West University; 2011. [cited 2021 Apr 15]. Available from: http://hdl.handle.net/10394/7043.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

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

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

5. Cheng, Sheng-tzu. The Effect of B2B Social Media Management Strategy on Advertising & Communicating Effect and Fan Page Preferenceâ A Case Study Of Intel Taiwan Fan Page.

Degree: Master, Business Management, 2013, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0515113-143743

► Intel, a non-consumer goods manufacturer, actually operates facebook and work hard to communicate with the general consumers recently. As a non-consumer goods manufacturer, what kinds… (more)

Subjects/Keywords: brands; Facebook; advertising effectiveness; fan page; Intel

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APA (6^th Edition):

Cheng, S. (2013). The Effect of B2B Social Media Management Strategy on Advertising & Communicating Effect and Fan Page Preferenceâ A Case Study Of Intel Taiwan Fan Page. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0515113-143743

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Cheng, Sheng-tzu. “The Effect of B2B Social Media Management Strategy on Advertising & Communicating Effect and Fan Page Preferenceâ A Case Study Of Intel Taiwan Fan Page.” 2013. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0515113-143743.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Cheng, Sheng-tzu. “The Effect of B2B Social Media Management Strategy on Advertising & Communicating Effect and Fan Page Preferenceâ A Case Study Of Intel Taiwan Fan Page.” 2013. Web. 15 Apr 2021.

Vancouver:

Cheng S. The Effect of B2B Social Media Management Strategy on Advertising & Communicating Effect and Fan Page Preferenceâ A Case Study Of Intel Taiwan Fan Page. [Internet] [Thesis]. NSYSU; 2013. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0515113-143743.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Cheng S. The Effect of B2B Social Media Management Strategy on Advertising & Communicating Effect and Fan Page Preferenceâ A Case Study Of Intel Taiwan Fan Page. [Thesis]. NSYSU; 2013. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0515113-143743

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

6. Li, Chi-Yang. The Influence of Match-up Degree and Brand Image on Advertising Effect.

Degree: Master, Business Management, 2015, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0609115-041401

► Now, combination of advertising and product spokesperson is almost a standard procedure of advertising design. However, in a variety of product endorsement ads by using… (more)

▼ Now, combination of advertising and product spokesperson is almost a standard procedure of advertising design. However, in a variety of product endorsement ads by using the good looking spokesperson to speak, is already very common phenomenon. And, how would the degree of match-up influences the advertisement effect of customers? And the brand impressionâs impact for ads? Can the consumer buying behavior type affect the effect of advertisement? So researcher is interested in these issues. ããIn this study, take the CITIZEN and SEIKO as brand example, with a pre-test method and find the high and low physical attraction of male and female spokesperson of different groups. Use these two spokesmen for plane advertising design, and the contents include: spokesperson photos, product photos, brand Logo There are four versions of the questionnaire, independent variable is spokesperson physical attraction, changing the endorsement compatibility, and to explore the match degree of advertising effectiveness. ããIn this study, we use the correlation analysis, univariate analysis of variance, regression analysis and hierarchical regression analysis methods. The results of this study are as follows: First, the spokesperson physical attraction have significant influence on advertising effectiveness, and the better spokesperson physical attraction can get better advertising effect. Second, the spokesperson physical attraction have significant influence on match-up degree, and the better spokesperson physical attraction can get better match-up degree. Third, the match-up degree has significant influence on advertising effectiveness, then the spokesperson physical attractiveness on advertising effectiveness is not significant, and therefore match-up degree has full mediation effect. Fourth, the brand impression has significant influence on advertising effectiveness, better brand impression can get better advertising effect. Finally, the "impulse" type of consumer buying behavior will reduce the degree of influence on match-up degree and advertising effectiveness, with the interference effect; and "rational" type of consumer buying behavior for influence on match-up degree and advertising effectiveness is not significant, without the interference effect. Advisors/Committee Members: Ping-Yang Liu (chair), Fu-Yan Tu (chair), Tai-hwa Chow (committee member).

Subjects/Keywords: Brand Impression; Physical Attraction; Advertising Effectiveness

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Li, C. (2015). The Influence of Match-up Degree and Brand Image on Advertising Effect. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0609115-041401

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Li, Chi-Yang. “The Influence of Match-up Degree and Brand Image on Advertising Effect.” 2015. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0609115-041401.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Li, Chi-Yang. “The Influence of Match-up Degree and Brand Image on Advertising Effect.” 2015. Web. 15 Apr 2021.

Vancouver:

Li C. The Influence of Match-up Degree and Brand Image on Advertising Effect. [Internet] [Thesis]. NSYSU; 2015. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0609115-041401.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Li C. The Influence of Match-up Degree and Brand Image on Advertising Effect. [Thesis]. NSYSU; 2015. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0609115-041401

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Nairobi

7. Achieng, Jacqueline Anne. Effectiveness of billboard advertising; a case of soft drinks in Nairobi .

Degree: 2009, University of Nairobi

URL: http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/13150

► Billboards are defined broadly as any large outdoor printed (or projected) sign. Artists’ Billboards have been a key medium or vehicle to explore and express… (more)

▼ Billboards are defined broadly as any large outdoor printed (or projected) sign. Artists’ Billboards have been a key medium or vehicle to explore and express the ideas and strategies behind the most important art movements over the last fifty years: conceptualism and dematerialization, temporality, appropriation and authorship issues, socio-political critique, institutional critique, direct political engagement (defending the voices of minorities like women, gays, blacks, different ethnicities, etc.), postmodern concerns about the difference between reality and representation, among many others (indooradvertising.org). Billboards are a vital means of communication especially in business. They therefore follow communication principles to ensure effectiveness. Effective billboards must have a clear, concise message and attractive illustrations and visual appearance. They need to be as clutter-free as possible and easy to read. They only receive about 2-4 seconds of a customer’s attention so the message needs to be easily digested. Assessing the value and effectiveness of billboard advertising is challenging. There are many methods of advertising which produce results that are easier to evaluate such as newspaper ads and direct mail campaigns. The difference with billboard advertising is that it is exposed to the masses but there is no real way to evaluate who really absorbs the message. Methodologies have been applied to evaluating effectiveness, but they are weak in demonstrating validity. The research design employed in this study was descriptive survey research design. This method was preferred because it allows for generalization of the research findings. From the findings of the research, it was found that soft drink companies on average utilized billboards for promotions. This was because they are attractive and could catch the customer’s eye easily. On the same note it was found that the number of billboards was not sufficient especially in rural areas. Most of the promotions utilized were found to be media advertisements. To enhance the effectiveness of billboards in promotion of soft drinks, the researcher recommended that companies must follow the 7 Cs of communication: Context, Content, Components, Cuts, Composition, Contrast and Consistency so as to come up with an effective message that will promote the product.

Subjects/Keywords: Effectiveness; Billboard Advertising; Soft drinks; Nairobi

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Achieng, J. A. (2009). Effectiveness of billboard advertising; a case of soft drinks in Nairobi . (Thesis). University of Nairobi. Retrieved from http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/13150

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Achieng, Jacqueline Anne. “Effectiveness of billboard advertising; a case of soft drinks in Nairobi .” 2009. Thesis, University of Nairobi. Accessed April 15, 2021. http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/13150.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Achieng, Jacqueline Anne. “Effectiveness of billboard advertising; a case of soft drinks in Nairobi .” 2009. Web. 15 Apr 2021.

Vancouver:

Achieng JA. Effectiveness of billboard advertising; a case of soft drinks in Nairobi . [Internet] [Thesis]. University of Nairobi; 2009. [cited 2021 Apr 15]. Available from: http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/13150.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Achieng JA. Effectiveness of billboard advertising; a case of soft drinks in Nairobi . [Thesis]. University of Nairobi; 2009. Available from: http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/13150

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Hong Kong University of Science and Technology

8. Qian, Bingjie ISOM. Sponsorship disclosure and the effectiveness of native advertising.

Degree: 2018, Hong Kong University of Science and Technology

URL: http://repository.ust.hk/ir/Record/1783.1-96293 ; https://doi.org/10.14711/thesis-991012657169003412 ; http://repository.ust.hk/ir/bitstream/1783.1-96293/1/th_redirect.html

► Native advertising is a kind of advertising that matches the form and style of the platform upon which it appears. Advertisers and publishers have embraced… (more)

Subjects/Keywords: Internet advertising ; Effectiveness ; Disclosure of information

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APA (6^th Edition):

Qian, B. I. (2018). Sponsorship disclosure and the effectiveness of native advertising. (Thesis). Hong Kong University of Science and Technology. Retrieved from http://repository.ust.hk/ir/Record/1783.1-96293 ; https://doi.org/10.14711/thesis-991012657169003412 ; http://repository.ust.hk/ir/bitstream/1783.1-96293/1/th_redirect.html

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Qian, Bingjie ISOM. “Sponsorship disclosure and the effectiveness of native advertising.” 2018. Thesis, Hong Kong University of Science and Technology. Accessed April 15, 2021. http://repository.ust.hk/ir/Record/1783.1-96293 ; https://doi.org/10.14711/thesis-991012657169003412 ; http://repository.ust.hk/ir/bitstream/1783.1-96293/1/th_redirect.html.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Qian, Bingjie ISOM. “Sponsorship disclosure and the effectiveness of native advertising.” 2018. Web. 15 Apr 2021.

Vancouver:

Qian BI. Sponsorship disclosure and the effectiveness of native advertising. [Internet] [Thesis]. Hong Kong University of Science and Technology; 2018. [cited 2021 Apr 15]. Available from: http://repository.ust.hk/ir/Record/1783.1-96293 ; https://doi.org/10.14711/thesis-991012657169003412 ; http://repository.ust.hk/ir/bitstream/1783.1-96293/1/th_redirect.html.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Qian BI. Sponsorship disclosure and the effectiveness of native advertising. [Thesis]. Hong Kong University of Science and Technology; 2018. Available from: http://repository.ust.hk/ir/Record/1783.1-96293 ; https://doi.org/10.14711/thesis-991012657169003412 ; http://repository.ust.hk/ir/bitstream/1783.1-96293/1/th_redirect.html

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Missouri – Columbia

9. Peng, Wei. Body objectification in advertising : effects of visual sexual objectification on body image dissatisfaction and advertising effectiveness.

Degree: 2012, University of Missouri – Columbia

URL: http://hdl.handle.net/10355/33472

► [ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] Based on Objectification Theory and Social Comparison Theory, the study examined the effects of… (more)

Subjects/Keywords: sexual objectification; advertising effectiveness; psychological attitudes

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APA (6^th Edition):

Peng, W. (2012). Body objectification in advertising : effects of visual sexual objectification on body image dissatisfaction and advertising effectiveness. (Thesis). University of Missouri – Columbia. Retrieved from http://hdl.handle.net/10355/33472

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Peng, Wei. “Body objectification in advertising : effects of visual sexual objectification on body image dissatisfaction and advertising effectiveness.” 2012. Thesis, University of Missouri – Columbia. Accessed April 15, 2021. http://hdl.handle.net/10355/33472.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Peng, Wei. “Body objectification in advertising : effects of visual sexual objectification on body image dissatisfaction and advertising effectiveness.” 2012. Web. 15 Apr 2021.

Vancouver:

Peng W. Body objectification in advertising : effects of visual sexual objectification on body image dissatisfaction and advertising effectiveness. [Internet] [Thesis]. University of Missouri – Columbia; 2012. [cited 2021 Apr 15]. Available from: http://hdl.handle.net/10355/33472.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Peng W. Body objectification in advertising : effects of visual sexual objectification on body image dissatisfaction and advertising effectiveness. [Thesis]. University of Missouri – Columbia; 2012. Available from: http://hdl.handle.net/10355/33472

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Georgia

10. Rollins, Brent L. Non-branded or branded direct-to-consumer prescription advertising.

Degree: 2014, University of Georgia

URL: http://hdl.handle.net/10724/25634

► Pharmaceutical manufacturers continue to spend billions of dollars on direct-to-consumer (DTC) prescription advertising. However, due to recent image issues, the industry has increased the amount… (more)

▼ Pharmaceutical manufacturers continue to spend billions of dollars on direct-to-consumer (DTC) prescription advertising. However, due to recent image issues, the industry has increased the amount of non-branded, disease education focused advertising. The Food and Drug Administration (FDA) defines a non-branded communication as one which discusses a disease or condition and makes no mention or representation of a particular drug or device. In order to examine this trend, advertising effectiveness of non-branded ads, compared to the more prevalent branded ads, was analyzed through a series of questions measuring attitude toward the ad, attitude toward the company and attitude toward the pharmaceutical industry. Drug inquiry intent (DII), a relatively new construct in DTC research, and the traditional marketing construct of involvement were also studied. This research also attempted to discover whether intentions to perform a behavior correspond with the behavior. Behavior was measured using a single-item dichotomous question asking subjects whether or not they wanted to see more information at that time. An online survey panel was used to examine the effects of the two DTC ad types. Four hundred, thirty-seven usable subjects were analyzed. Overall, consumers had moderately positive attitudes toward the different ads, companies and a neutral attitude toward the pharmaceutical industry. Non-branded ads were equally effective compared to branded ads from an attitudinal perspective. Consumers’ level of involvement was the strongest determinant of attitudes in general and within the two ad groupings. Results also show subjects who either viewed the non-branded ad or were highly involved with the specific disease state had more positive drug inquiry intent. Intent did not correlate to actual behavior. Only 22 percent of subjects actually clicked they wanted to see more information. However, further analysis revealed those with higher drug inquiry intentions performed the behavior significantly more. These results are consistent with behavioral and purchase intention theories. Given the goal of DTC, non-branded ads creation of equally positive attitudes and greater drug inquiry intention make them a viable part of the marketing mix. Future research should more fully measure attitudes, intentions and behavior and consider examining this effect on other product areas, including consumer goods and over-the-counter medications.

Subjects/Keywords: Non-branded; Branded; DTC; Advertising; Effectiveness

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APA (6^th Edition):

Rollins, B. L. (2014). Non-branded or branded direct-to-consumer prescription advertising. (Thesis). University of Georgia. Retrieved from http://hdl.handle.net/10724/25634

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Rollins, Brent L. “Non-branded or branded direct-to-consumer prescription advertising.” 2014. Thesis, University of Georgia. Accessed April 15, 2021. http://hdl.handle.net/10724/25634.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Rollins, Brent L. “Non-branded or branded direct-to-consumer prescription advertising.” 2014. Web. 15 Apr 2021.

Vancouver:

Rollins BL. Non-branded or branded direct-to-consumer prescription advertising. [Internet] [Thesis]. University of Georgia; 2014. [cited 2021 Apr 15]. Available from: http://hdl.handle.net/10724/25634.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Rollins BL. Non-branded or branded direct-to-consumer prescription advertising. [Thesis]. University of Georgia; 2014. Available from: http://hdl.handle.net/10724/25634

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Texas – Austin

11. Kim, Dong Hoo. Time will construe me : the fit effect of culture, temporal distance and construal level.

Degree: PhD, Advertising, 2014, University of Texas – Austin

URL: http://hdl.handle.net/2152/25879

► The present research examined how individuals’ cultural orientations influenced the relationship between their construal level and temporal distance. There were two studies in this research.… (more)

Subjects/Keywords: Culture; Temporal distance; Construal level; Advertising effectiveness

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APA (6^th Edition):

Kim, D. H. (2014). Time will construe me : the fit effect of culture, temporal distance and construal level. (Doctoral Dissertation). University of Texas – Austin. Retrieved from http://hdl.handle.net/2152/25879

Chicago Manual of Style (16^th Edition):

Kim, Dong Hoo. “Time will construe me : the fit effect of culture, temporal distance and construal level.” 2014. Doctoral Dissertation, University of Texas – Austin. Accessed April 15, 2021. http://hdl.handle.net/2152/25879.

MLA Handbook (7^th Edition):

Kim, Dong Hoo. “Time will construe me : the fit effect of culture, temporal distance and construal level.” 2014. Web. 15 Apr 2021.

Vancouver:

Kim DH. Time will construe me : the fit effect of culture, temporal distance and construal level. [Internet] [Doctoral dissertation]. University of Texas – Austin; 2014. [cited 2021 Apr 15]. Available from: http://hdl.handle.net/2152/25879.

Council of Science Editors:

Kim DH. Time will construe me : the fit effect of culture, temporal distance and construal level. [Doctoral Dissertation]. University of Texas – Austin; 2014. Available from: http://hdl.handle.net/2152/25879

NSYSU

12. Su, Yi-Yu. The New Weapon for Marketing Communicationï¼Ad Effects of Product Types and Promotion Types in App Advertising and Enbedded App Types.

Degree: Master, Business Management, 2014, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0911114-012030

► In recent years, peopleâs lives were bound up with smart mobile devices. We can easily observe similar scenes appearing in daily life â office workers… (more)

▼ In recent years, peopleâs lives were bound up with smart mobile devices. We can easily observe similar scenes appearing in daily life â office workers sitting on the MRT and bus open news APPs, constantly slipping the screen to read importantly instant news; consumers pick up cell phones to take pictures and upload to the community websites (Facebook, Line, and other communicative APPs) in the restaurants and earn an instant discount. In the waiting queue, everyone bows his/her head playing gaming APPs to kill time. The lifestyle of modern people (i.e., using APPs anytime and anywhere) gradually affects the practitionersâ and advertisersâ selection of marketing/advertising channels and allocation of marketing budgets. APP advertising has been an emerging advertisement medium in recent years. Related research is still deficient. Some scholars examine the effects of APP types and APP advertising; they find that different APP types affect usersâ responses to in-APP advertising. In addition, there are scholars investigating the effects of product types in APP advertising; they find that different advertised products will generate different effects. This study aims to explore the advertising effects of product types and promotional types in advertising when APP users are exposed to advertisements in different types of APPs. Additionally, how APP types affect advertising effects and usesâ thinking modes are also explored. This study conducted a 3 (APP types) X 3 (product types in APP advertising) X 2 (promotional types in APP advertising) between-subjects experiment to test the hypotheses. A total of 397 valid samples were collected. The analytical results reveal the following. (1) APP types generate different advertising effects and affect the usersâ thinking modes. (2) There are interactive effects between APP types and advertised product types. Utilitarian products (vs. other product types) enbedded in functional APPs as well as hedonic gaming products (vs. other product types) embedded in informative APPs and entertaining APPs generate better advertising effects. Hedonic physical products are more suitable to be embedded in informative APPs (vs. other APP types). (3) APP types would moderate the advertising effects of promotional types. Monetary promotions (vs. non-monetary ones) in informative APPs and non-monetary promotions (vs. monetary ones) in entertaining APPs have better advertising effects. (4) In functional APPs, utilitarian products with monetary promotions as well as hedonic gaming products and hedonic physical products with non-monetary promotions would generate better advertising effects. (5) APP likeability, APP involvement, and the use experience of APPs also affect the effects of APP advertising. Keywords: APP advertising, APP application, product types, promotion types, advertising effectiveness Advisors/Committee Members: Liu Shu Fang (chair), Hsuan-Yi Chou (committee member), Jason Huang (committee member), Hsin-Hsien Liu (chair).

Subjects/Keywords: APP application; APP advertising; advertising effectiveness; promotion types; product types

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Su, Y. (2014). The New Weapon for Marketing Communicationï¼Ad Effects of Product Types and Promotion Types in App Advertising and Enbedded App Types. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0911114-012030

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Su, Yi-Yu. “The New Weapon for Marketing Communicationï¼Ad Effects of Product Types and Promotion Types in App Advertising and Enbedded App Types.” 2014. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0911114-012030.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Su, Yi-Yu. “The New Weapon for Marketing Communicationï¼Ad Effects of Product Types and Promotion Types in App Advertising and Enbedded App Types.” 2014. Web. 15 Apr 2021.

Vancouver:

Su Y. The New Weapon for Marketing Communicationï¼Ad Effects of Product Types and Promotion Types in App Advertising and Enbedded App Types. [Internet] [Thesis]. NSYSU; 2014. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0911114-012030.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Su Y. The New Weapon for Marketing Communicationï¼Ad Effects of Product Types and Promotion Types in App Advertising and Enbedded App Types. [Thesis]. NSYSU; 2014. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0911114-012030

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

13. Chiu, Chien-Wei. The Banner Advertising Appeal Forms of its Performance Research.

Degree: Master, Business Management, 2001, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0629101-160735

none Advisors/Committee Members: LIN FEN-HUI (chair), Huang Junying (committee member), Chow, Tai-hwa (chair).

Subjects/Keywords: advertising effectiveness; Internet Advertising

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Chiu, C. (2001). The Banner Advertising Appeal Forms of its Performance Research. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0629101-160735

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Chiu, Chien-Wei. “The Banner Advertising Appeal Forms of its Performance Research.” 2001. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0629101-160735.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Chiu, Chien-Wei. “The Banner Advertising Appeal Forms of its Performance Research.” 2001. Web. 15 Apr 2021.

Vancouver:

Chiu C. The Banner Advertising Appeal Forms of its Performance Research. [Internet] [Thesis]. NSYSU; 2001. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0629101-160735.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Chiu C. The Banner Advertising Appeal Forms of its Performance Research. [Thesis]. NSYSU; 2001. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0629101-160735

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

14. Chen, Hsin-Ping. Research on the Different Effects among Native Advertising, Banner Advertising and the Web Page Consistency Concerning User Experience and Advertising Effectiveness.

Degree: Master, Information Management, 2016, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-1109116-153750

► There are two major purposes for this study. The first one is to examine how two outcome variables (user experience and advertising effectiveness) vary with… (more)

Subjects/Keywords: Banner blindness; Advertising effectiveness; User experience; Consistency; Native advertising

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Chen, H. (2016). Research on the Different Effects among Native Advertising, Banner Advertising and the Web Page Consistency Concerning User Experience and Advertising Effectiveness. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-1109116-153750

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Chen, Hsin-Ping. “Research on the Different Effects among Native Advertising, Banner Advertising and the Web Page Consistency Concerning User Experience and Advertising Effectiveness.” 2016. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-1109116-153750.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Chen, Hsin-Ping. “Research on the Different Effects among Native Advertising, Banner Advertising and the Web Page Consistency Concerning User Experience and Advertising Effectiveness.” 2016. Web. 15 Apr 2021.

Vancouver:

Chen H. Research on the Different Effects among Native Advertising, Banner Advertising and the Web Page Consistency Concerning User Experience and Advertising Effectiveness. [Internet] [Thesis]. NSYSU; 2016. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-1109116-153750.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Chen H. Research on the Different Effects among Native Advertising, Banner Advertising and the Web Page Consistency Concerning User Experience and Advertising Effectiveness. [Thesis]. NSYSU; 2016. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-1109116-153750

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Otago

15. Aitken, Robert Walter. Re-conceptualising television advertising typologies .

Degree: 2011, University of Otago

URL: http://hdl.handle.net/10523/1468

► This thesis presents a new typology of television advertising that re-orientates existing research into advertising effectiveness and more accurately reflects new directions in communication theory.… (more)

▼ This thesis presents a new typology of television advertising that re-orientates existing research into advertising effectiveness and more accurately reflects new directions in communication theory. The typology provides a consumer-centric approach to analysing television advertisements and a different conceptualisation of the advertising response process. Conventional research into advertising effectiveness has examined almost every aspect of the advertising mix to identify what makes an advertisement effective. The research is based on a number of assumptions. For example, mass communication is seen as a linear process with the advertiser at one end of a communication continuum and the consumer at the other. The function of advertising, in this reception paradigm, is to inform and then to influence the consumer and measures of its success include accuracy of recall and recognition. This process of persuasion comprises a number of hierarchical steps that should lead to purchase or to a positive propensity to purchase. The power of persuasion is related to the level of involvement between the advertised product and the potential customer and with the appropriateness of the advertised message and its execution. For example, elements such as music, humour and the use of celebrities have been studied to assess their persuasive powers and to understand their communication effects. This thesis takes a different approach to understanding how advertising works and makes a number of different assumptions. According to this thesis, before it is possible to study the effects of advertising, it is necessary to find out how people respond to it. This introduces the three key concepts that underpin this thesis. These are reader-response theory, personal construct theory and uses and gratifications theory. Reader-response theory suggests that the meaning and significance of any form of communication is co-created at the point of engagement. The meaning of a television advertisement, for example, is located, not in the advertisement itself, as in conventional research, but in the interaction between the advertisement and the viewer. The meanings that result in this process of negotiation are as much a reflection of personal, social and cultural experience as they are a response to particular executional and message strategies. To understand how consumers make sense of these communication texts it is necessary to study them at the point of reception. The second key concept, personal construct theory, proposes that the way individuals make sense of their experiences and understand the world is determined by the personal constructs that they hold. Identifying these constructs will enable researchers to understand the meanings that consumers attach to communication messages and to focus more fundamentally on the psychological basis of the response process than on its individual components. Studying advertising effectiveness in the context of personal construct theory places the consumer at the centre of the response process…

Subjects/Keywords: television advertising; advertising effectiveness; communication theory; message strategies; gratifications theory

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Aitken, R. W. (2011). Re-conceptualising television advertising typologies . (Doctoral Dissertation). University of Otago. Retrieved from http://hdl.handle.net/10523/1468

Chicago Manual of Style (16^th Edition):

Aitken, Robert Walter. “Re-conceptualising television advertising typologies .” 2011. Doctoral Dissertation, University of Otago. Accessed April 15, 2021. http://hdl.handle.net/10523/1468.

MLA Handbook (7^th Edition):

Aitken, Robert Walter. “Re-conceptualising television advertising typologies .” 2011. Web. 15 Apr 2021.

Vancouver:

Aitken RW. Re-conceptualising television advertising typologies . [Internet] [Doctoral dissertation]. University of Otago; 2011. [cited 2021 Apr 15]. Available from: http://hdl.handle.net/10523/1468.

Council of Science Editors:

Aitken RW. Re-conceptualising television advertising typologies . [Doctoral Dissertation]. University of Otago; 2011. Available from: http://hdl.handle.net/10523/1468

NSYSU

16. Cheng, Hung-Jui. Know the enemy and know yourself: The Influence of comparison target and message framing in comparative advertising.

Degree: Master, Institute of Marketing Communication, 2015, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0414115-111554

► New brands often wish to achieve quick brand exposure and provide consumers detailed product information through comparative advertising. Due to the strict regulations of the… (more)

▼ New brands often wish to achieve quick brand exposure and provide consumers detailed product information through comparative advertising. Due to the strict regulations of the fair trade laws in Taiwan, when advertisers adopt comparative advertising, they sometimes avoid comparing relative strengths and weaknesses with the rival products in a direct way of confrontation; instead, a fair and objective market average value will be used as a comparison object. In the first part of this study, it explores when the objective market average value has been adopted as a comparison object, or showed in the advertisements with rival products simultaneously, whether it can effectively enhance the objectivity and credibility of the information, value of reference, and advertising effectiveness. This study also discusses the moderating effects of individual regulatory focus. In addition, when considering the increase of comparison objects, the number of comparison objects and the gap between different objects may affect the reference value of comparison objects based on anchoring theory. Therefore, the study also discusses the impact of the number of comparison objects and the gap between objectsâ performances on advertising effectiveness. In addition to the comparisons with numbers, texts are also a common way used to compare the pros and cons between different products in practices. Rephrasing the texts often result in the effectiveness of message framing. In the second part of this study, the focal products and rival products will be represented with the message frames of gains and losses respectively. This study explores the fit effects between message frames and individual regulatory focus. Additionally, the advertising effectiveness of the comparability between two message frames is examined. Two experiments are conducted to test the hypotheses. Experiment 1 reveals that that the addition of a market average value as a comparison object can enhance advertising effectiveness. Multiple comparison objects (multiple anchors) can lead to better advertising effectiveness than single comparison object (single anchor). Similar performances of comparison objects (high anchor-consistency) can also lead to better advertising effectiveness than dissimilar ones (low anchor-consistency). Consumers with promotion focus are concerned more about if the advertised focal product defeats the rival product. However, consumers with prevention focus are concerned more about if the performances of the advertised product are better than the average market values. Therefore, consumers with promotion focus (prevention focus) respond better to the comparative ads that use the rival product (average market values) as the comparison object. Experiment 2 finds that when the message frames adopted by the two comparative products have high (vs. low) degree of comparability, it will lead to better advertising effectiveness. When the gain frames of the advertised product and the loss frames of the rival product achieve a fit with consumer individual… Advisors/Committee Members: Hsuan-Yi Chou (committee member), Hsin-Hsien Liu (chair), Shu-Fang Liu (chair).

Subjects/Keywords: Message Framing; Anchoring Theory; Regulatory Focus; Comparative Advertising; Advertising Effectiveness

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Cheng, H. (2015). Know the enemy and know yourself: The Influence of comparison target and message framing in comparative advertising. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0414115-111554

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Cheng, Hung-Jui. “Know the enemy and know yourself: The Influence of comparison target and message framing in comparative advertising.” 2015. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0414115-111554.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Cheng, Hung-Jui. “Know the enemy and know yourself: The Influence of comparison target and message framing in comparative advertising.” 2015. Web. 15 Apr 2021.

Vancouver:

Cheng H. Know the enemy and know yourself: The Influence of comparison target and message framing in comparative advertising. [Internet] [Thesis]. NSYSU; 2015. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0414115-111554.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Cheng H. Know the enemy and know yourself: The Influence of comparison target and message framing in comparative advertising. [Thesis]. NSYSU; 2015. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0414115-111554

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Georgia

17. Han, Kyoo-Hoon. The effects of dispositional and situational attributions on evaluative responses to noncelebrity testimonial advertising.

Degree: 2014, University of Georgia

URL: http://hdl.handle.net/10724/22121

► Testimonial advertising has been widely used to convey brand recommendations using an endorser or a group of endorsers on behalf of the advertiser. This type… (more)

▼ Testimonial advertising has been widely used to convey brand recommendations using an endorser or a group of endorsers on behalf of the advertiser. This type of advertising appeal involves a complex context in which consumer responses to the message are likely influenced by many perceptual and motivational factors. While a number of studies have examined endorsement effects over the years, relatively little attention has been paid to how consumers process such testimonial messages from a theory-driven point of view. This research attempts to examine causal associations between consumer perceptions generated by the endorser and the message’s persuasive effects, using an attributional approach. The present study is concerned with how consumers make causal inferences regarding the endorser’s motivation to support the brand – specifically, dispositional versus situational attributions – and how such inferences affect advertising effectiveness. Based on correspondent inference theory and additional theoretical perspectives such as the source credibility model and the elaboration likelihood model, it is hypothesized that consumers will generate predictable patterns of attributional responses to testimonial messages according to the level of source credibility and their personal involvement (product involvement and ad involvement). Further, it is posited that these responses, in turn, will influence the consumers’ evaluations of the advertisement and the brand being endorsed. Mediating roles of endorser-generated attributions in the causal links from source credibility and personal involvement to the selected indicators of persuasion are also proposed for hypothesis testing, as well as the effects of correspondence bias, a psychological trait derived from the correspondent inference theory. Two-stage randomized field experiments were administered to attain reliability and generalizability of findings, by using replicated measurements and a consumer panel sample for the second experiment. After three pretests designed to develop and refine the experimental instruments, Experiment I and Experiment II were conducted with 231 college students and 356 consumer panelists, respectively. Results support the differential effects of dispositional and situational attributions on the persuasiveness of noncelebrity testimonial advertisements. That is, while participants generated situational attributions to a greater extent than dispositional attributions, advertising effectiveness and the impacts of source credibility and personal involvement on persuasion were better predicted by dispositional attributions than situational attributions. An additional investigation of correspondence bias also confirmed its positive effect on consumer responses to testimonial messages, consistent with the effects of dispositional attributions. Based upon the empirical findings from the two experiments, theoretical and managerial implications, as well as directions for future research, are discussed.

Subjects/Keywords: Product Endorsement; Testimonial Advertising; Attribution; Consumer Attitude; Advertising Effectiveness

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Han, K. (2014). The effects of dispositional and situational attributions on evaluative responses to noncelebrity testimonial advertising. (Thesis). University of Georgia. Retrieved from http://hdl.handle.net/10724/22121

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Han, Kyoo-Hoon. “The effects of dispositional and situational attributions on evaluative responses to noncelebrity testimonial advertising.” 2014. Thesis, University of Georgia. Accessed April 15, 2021. http://hdl.handle.net/10724/22121.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Han, Kyoo-Hoon. “The effects of dispositional and situational attributions on evaluative responses to noncelebrity testimonial advertising.” 2014. Web. 15 Apr 2021.

Vancouver:

Han K. The effects of dispositional and situational attributions on evaluative responses to noncelebrity testimonial advertising. [Internet] [Thesis]. University of Georgia; 2014. [cited 2021 Apr 15]. Available from: http://hdl.handle.net/10724/22121.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Han K. The effects of dispositional and situational attributions on evaluative responses to noncelebrity testimonial advertising. [Thesis]. University of Georgia; 2014. Available from: http://hdl.handle.net/10724/22121

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Georgia

18. Kim, Hana. Repetition effect of positive and negative political advertising with the presence or absence of disclaimer.

Degree: 2014, University of Georgia

URL: http://hdl.handle.net/10724/22701

► This study examines the effectiveness of political advertising in terms of recall, attitude toward ads, and voting intention with three dimensions: level of frequency, type… (more)

Subjects/Keywords: Political advertising; Negative advertising Effective frequency; Measuring effectiveness; Political disclaimer

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Kim, H. (2014). Repetition effect of positive and negative political advertising with the presence or absence of disclaimer. (Thesis). University of Georgia. Retrieved from http://hdl.handle.net/10724/22701

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Kim, Hana. “Repetition effect of positive and negative political advertising with the presence or absence of disclaimer.” 2014. Thesis, University of Georgia. Accessed April 15, 2021. http://hdl.handle.net/10724/22701.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Kim, Hana. “Repetition effect of positive and negative political advertising with the presence or absence of disclaimer.” 2014. Web. 15 Apr 2021.

Vancouver:

Kim H. Repetition effect of positive and negative political advertising with the presence or absence of disclaimer. [Internet] [Thesis]. University of Georgia; 2014. [cited 2021 Apr 15]. Available from: http://hdl.handle.net/10724/22701.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Kim H. Repetition effect of positive and negative political advertising with the presence or absence of disclaimer. [Thesis]. University of Georgia; 2014. Available from: http://hdl.handle.net/10724/22701

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Canterbury

19. Surovaya, Ekaterina. Exposure effects of consumer-generated advertising on audience attitudes, recall and behavioural intentions.

Degree: PhD, Management, 2015, University of Canterbury

URL: http://dx.doi.org/10.26021/5218

► Over the past decade, the networked information environment has increased consumers’ autonomy and brought radical change to the advertising industry. Now individual consumers can reach… (more)

▼ Over the past decade, the networked information environment has increased consumers’ autonomy and brought radical change to the advertising industry. Now individual consumers can reach millions of others around the world and advise them on well-known brands through home-produced video-ads, which was not as accessible in a previous era dominated by one-way marketing. The overall objective of this thesis was to examine the attitudinal, behavioural and recall effects of consumer-generated advertising (CGA) on viewing audiences. This was achieved by implementing an exploratory sequential mixed method design. During an initial qualitative phase with focus groups, seven determinants of CGA effectiveness were identified: recognition of consumer-generated advertising; advertising quality; product involvement; perceived expertise of ad creators; motivations of ad creators; scepticism towards CGA; and consumer’s creativity. The Salience-Involvement model of CGA effects was then developed and tested in two subsequent empirical studies. Study One used a 2 x 2, between-subjects experimental design in which levels of advertising Source Salience (consumer-generated vs. company-generated) and Product Involvement (low vs. high involvement) were manipulated. Results reveal a largely negative impact of salient CGA when the consumer source was not disclosed. However, under high involvement conditions, amateur CGA was more entertaining and more likely to be electronically shared with others. Meanwhile, under low involvement, brands from consumer-generated ads showed higher levels of recall. Study Two investigated how the outcomes of professional and amateur CGA change after source disclosure using a 3 x 2 x 2, between-subjects design. In this experiment, levels of Source Awareness (consumer-generated ads vs. company ads vs. no source indicated) were manipulated in addition to Source Salience and Product Involvement. Findings show that Source Awareness produces an interactive effect with Source Salience and Product Involvement, which is significant only on the Cognitive component of Attitude towards the ad and the Attractiveness component of Credibility. Thus, disclosure of consumer source is likely to enhance ad evaluations when the CGA is professionally produced and involvement is low. Meanwhile, attribution of amateur CGA to consumer source is likely to have a negative impact. Conversely, attribution of an amateur ad to company source has a favourable attitudinal effect under high involvement. In summary, this research demonstrates that in the context of CGA, the communicator-receiver similarity does not necessarily guarantee a positive response. Most importantly, the CGA’s outcome is moderated by Source Salience. Since Source Salience specifically characterises the consumer source in this context, it could potentially add another dimension to the traditional conceptualisation of the information source.

Subjects/Keywords: Consumer-generated advertising; CGA; co-creation; advertising effectiveness

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Surovaya, E. (2015). Exposure effects of consumer-generated advertising on audience attitudes, recall and behavioural intentions. (Doctoral Dissertation). University of Canterbury. Retrieved from http://dx.doi.org/10.26021/5218

Chicago Manual of Style (16^th Edition):

Surovaya, Ekaterina. “Exposure effects of consumer-generated advertising on audience attitudes, recall and behavioural intentions.” 2015. Doctoral Dissertation, University of Canterbury. Accessed April 15, 2021. http://dx.doi.org/10.26021/5218.

MLA Handbook (7^th Edition):

Surovaya, Ekaterina. “Exposure effects of consumer-generated advertising on audience attitudes, recall and behavioural intentions.” 2015. Web. 15 Apr 2021.

Vancouver:

Surovaya E. Exposure effects of consumer-generated advertising on audience attitudes, recall and behavioural intentions. [Internet] [Doctoral dissertation]. University of Canterbury; 2015. [cited 2021 Apr 15]. Available from: http://dx.doi.org/10.26021/5218.

Council of Science Editors:

Surovaya E. Exposure effects of consumer-generated advertising on audience attitudes, recall and behavioural intentions. [Doctoral Dissertation]. University of Canterbury; 2015. Available from: http://dx.doi.org/10.26021/5218

NSYSU

20. Chen, Nai-Ching. Discussion of attitude toward the ad and advertising effectiveness in social network sitesâthe influence of position, type and mechanisms.

Degree: Master, Information Management, 2015, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0619115-010716

► Social network sites (SNS) is now one of the most frequently used site for internet users, people use SNS for interacting with community members and… (more)

▼ Social network sites (SNS) is now one of the most frequently used site for internet users, people use SNS for interacting with community members and passing messages. Among them, Facebook is the largest SNS in the world, and has more than 1.4 billion members currently. However, internet advertising is everywhere, SNS also filled with many kinds of ads inevitably. But the essence of SNS is to provide users with a platform for interacting, too much advertising would cause users feel disturbed and annoying. Therefore, this study explore the factors that influencing the attitude toward the ad in the SNS, and examine its advertising effectiveness. In addition, this study also seek to create a more acceptable advertising model and mechanism for SNS users. We use Facebook as SNS research platform, factors that influencing attitude toward the ad contain advertising position, advertising type, perception of position selection mechanism and perception of social recommendation mechanism. Advertising effectiveness is measured by click intention, and also investigate the moderating effect of two mechanisms. In this study, 3 Ã 2 experimental design is used, namely three different advertising positions with two different types, the remaining constructs are measured by Likert 7-Level scale. Experimental method is to design a simulation Facebook site and present variety of ads on it. Finally, a total of 337 effective questionnaires were collected, and use ANCOVA and structural equation modeling for data analysis. The results show that advertising position, advertising type, interaction of position and type, perception of social recommendation mechanism all have significant impact on attitude toward the ad, and attitude toward the ad also has a positive effect on click intention, but perception of position selection mechanism has no impact on attitude toward the ad and click intention. Advisors/Committee Members: Ying-Feng Kuo (chair), Chao-Min Chiu (committee member), Shih-Chieh Hsu (chair).

Subjects/Keywords: attitude toward the ad; advertising effectiveness; advertising position; personalized advertising; social recommendation; social network site

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Chen, N. (2015). Discussion of attitude toward the ad and advertising effectiveness in social network sitesâthe influence of position, type and mechanisms. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0619115-010716

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Chen, Nai-Ching. “Discussion of attitude toward the ad and advertising effectiveness in social network sitesâthe influence of position, type and mechanisms.” 2015. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0619115-010716.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Chen, Nai-Ching. “Discussion of attitude toward the ad and advertising effectiveness in social network sitesâthe influence of position, type and mechanisms.” 2015. Web. 15 Apr 2021.

Vancouver:

Chen N. Discussion of attitude toward the ad and advertising effectiveness in social network sitesâthe influence of position, type and mechanisms. [Internet] [Thesis]. NSYSU; 2015. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0619115-010716.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Chen N. Discussion of attitude toward the ad and advertising effectiveness in social network sitesâthe influence of position, type and mechanisms. [Thesis]. NSYSU; 2015. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0619115-010716

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

21. Pålsson, Linnéa Jansson; Fallenkvist, Rebecka. “I don’t care” : Describing digital natives emotional response towards provocative advertising.

Degree: Marketing, 2018, Linnaeus University

URL: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75959

► Consumers are actively avoiding advertising, which has made the advertising landscape more challenging, resulting in the implementation of other strategies. Provocative advertising is a… (more)

Subjects/Keywords: Advertising; Provocative advertising; Digital Natives; Emotional response; Resistance; Provocative Advertising Effectiveness; Business Administration; Företagsekonomi

10 more images…

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Pålsson, Linnéa Jansson; Fallenkvist, R. (2018). “I don’t care” : Describing digital natives emotional response towards provocative advertising. (Thesis). Linnaeus University. Retrieved from http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75959

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Pålsson, Linnéa Jansson; Fallenkvist, Rebecka. ““I don’t care” : Describing digital natives emotional response towards provocative advertising.” 2018. Thesis, Linnaeus University. Accessed April 15, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75959.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Pålsson, Linnéa Jansson; Fallenkvist, Rebecka. ““I don’t care” : Describing digital natives emotional response towards provocative advertising.” 2018. Web. 15 Apr 2021.

Vancouver:

Pålsson, Linnéa Jansson; Fallenkvist R. “I don’t care” : Describing digital natives emotional response towards provocative advertising. [Internet] [Thesis]. Linnaeus University; 2018. [cited 2021 Apr 15]. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75959.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Pålsson, Linnéa Jansson; Fallenkvist R. “I don’t care” : Describing digital natives emotional response towards provocative advertising. [Thesis]. Linnaeus University; 2018. Available from: http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75959

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Tennessee – Knoxville

22. Cai, Xizi. Effectiveness of Antismoking Campaign Strategies on Smoking Cessation of Chinese Smokers: An Application of Taylor’s Six-segment Message Strategy Wheel.

Degree: MS, Communication and Information, 2012, University of Tennessee – Knoxville

URL: https://trace.tennessee.edu/utk_gradthes/1252

► China has the largest smoker population in the world. Since 2006, with China as a member country of WHO FCTC (World Health Organization Framework… (more)

Subjects/Keywords: Advertising effectiveness; Taylor's Six-segment Strategy Wheel; Chinese antismoking advertising; Chinese smoking cessation; Communication; Health Communication; Public Relations and Advertising

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Cai, X. (2012). Effectiveness of Antismoking Campaign Strategies on Smoking Cessation of Chinese Smokers: An Application of Taylor’s Six-segment Message Strategy Wheel. (Thesis). University of Tennessee – Knoxville. Retrieved from https://trace.tennessee.edu/utk_gradthes/1252

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Cai, Xizi. “Effectiveness of Antismoking Campaign Strategies on Smoking Cessation of Chinese Smokers: An Application of Taylor’s Six-segment Message Strategy Wheel.” 2012. Thesis, University of Tennessee – Knoxville. Accessed April 15, 2021. https://trace.tennessee.edu/utk_gradthes/1252.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Cai, Xizi. “Effectiveness of Antismoking Campaign Strategies on Smoking Cessation of Chinese Smokers: An Application of Taylor’s Six-segment Message Strategy Wheel.” 2012. Web. 15 Apr 2021.

Vancouver:

Cai X. Effectiveness of Antismoking Campaign Strategies on Smoking Cessation of Chinese Smokers: An Application of Taylor’s Six-segment Message Strategy Wheel. [Internet] [Thesis]. University of Tennessee – Knoxville; 2012. [cited 2021 Apr 15]. Available from: https://trace.tennessee.edu/utk_gradthes/1252.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Cai X. Effectiveness of Antismoking Campaign Strategies on Smoking Cessation of Chinese Smokers: An Application of Taylor’s Six-segment Message Strategy Wheel. [Thesis]. University of Tennessee – Knoxville; 2012. Available from: https://trace.tennessee.edu/utk_gradthes/1252

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

23. Huang, Chien-Wei. Influence of Purchase Intention from Product Involvement and Advertising Effectiveness.

Degree: Master, Business Management, 2010, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0709110-150756

► There are hundreds of channels in Taiwan. Because of computer and internet developing, people in Taiwan communicate easily to everyone in the world. It causes… (more)

Subjects/Keywords: Product Involvement; Involvement; Advertising Effectiveness; Purchase Intention; Recall; Moderator

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Huang, C. (2010). Influence of Purchase Intention from Product Involvement and Advertising Effectiveness. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0709110-150756

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Huang, Chien-Wei. “Influence of Purchase Intention from Product Involvement and Advertising Effectiveness.” 2010. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0709110-150756.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Huang, Chien-Wei. “Influence of Purchase Intention from Product Involvement and Advertising Effectiveness.” 2010. Web. 15 Apr 2021.

Vancouver:

Huang C. Influence of Purchase Intention from Product Involvement and Advertising Effectiveness. [Internet] [Thesis]. NSYSU; 2010. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0709110-150756.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Huang C. Influence of Purchase Intention from Product Involvement and Advertising Effectiveness. [Thesis]. NSYSU; 2010. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0709110-150756

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

24. Tung, Ming-Hsuan. Intergenerational Appeal in Luxury Product Advertising: Impacts of Brand-Gender Extension and Brand Duration.

Degree: Master, Business Management, 2011, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0624111-150419

► âIntergenerational (IG) appealâ is an ad focusing on the relationship between parents and children in order to enhance heritage image of a brand and facilitate… (more)

Subjects/Keywords: IG Appeal; advertising effectiveness; brand duration; brand-gender extension; IG impacts

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Tung, M. (2011). Intergenerational Appeal in Luxury Product Advertising: Impacts of Brand-Gender Extension and Brand Duration. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0624111-150419

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Tung, Ming-Hsuan. “Intergenerational Appeal in Luxury Product Advertising: Impacts of Brand-Gender Extension and Brand Duration.” 2011. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0624111-150419.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Tung, Ming-Hsuan. “Intergenerational Appeal in Luxury Product Advertising: Impacts of Brand-Gender Extension and Brand Duration.” 2011. Web. 15 Apr 2021.

Vancouver:

Tung M. Intergenerational Appeal in Luxury Product Advertising: Impacts of Brand-Gender Extension and Brand Duration. [Internet] [Thesis]. NSYSU; 2011. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0624111-150419.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Tung M. Intergenerational Appeal in Luxury Product Advertising: Impacts of Brand-Gender Extension and Brand Duration. [Thesis]. NSYSU; 2011. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0624111-150419

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

25. Tsai, I-Ting. Swat or Bunt? Influences of Time Duration, Cause Importance and Product Type on Cause-Related Marketing.

Degree: Master, Master of Business Administration Program in International Business, 2016, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0730116-024443

► As moral consciousness raises, Corporate Social Responsibility (CSR) has become essential and Cause-Related Marketing (CRM) has turned prevalent among marketers. It is believed that CRM… (more)

Subjects/Keywords: advertising effectiveness; product type; Cause-related marketing; time duration; cause importance

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Tsai, I. (2016). Swat or Bunt? Influences of Time Duration, Cause Importance and Product Type on Cause-Related Marketing. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0730116-024443

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Tsai, I-Ting. “Swat or Bunt? Influences of Time Duration, Cause Importance and Product Type on Cause-Related Marketing.” 2016. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0730116-024443.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Tsai, I-Ting. “Swat or Bunt? Influences of Time Duration, Cause Importance and Product Type on Cause-Related Marketing.” 2016. Web. 15 Apr 2021.

Vancouver:

Tsai I. Swat or Bunt? Influences of Time Duration, Cause Importance and Product Type on Cause-Related Marketing. [Internet] [Thesis]. NSYSU; 2016. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0730116-024443.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Tsai I. Swat or Bunt? Influences of Time Duration, Cause Importance and Product Type on Cause-Related Marketing. [Thesis]. NSYSU; 2016. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0730116-024443

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

26. Hu, Chiung-Wen. Advertising Effectiveness on TV Commercials versus Sponsorship in Taiwanese TV Program â A Case Study of Cotton USA.

Degree: Master, Business Management, 2016, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0514116-165012

► In 2012, National Communication Commission (NCC) first lift a ban on sponsorship in Taiwanese TV programs. Sponsorship in TV programs become another way for company… (more)

Subjects/Keywords: TV Commercials; Sponsorship; Advertising Effectiveness; AIDA model; COTTON USA

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Hu, C. (2016). Advertising Effectiveness on TV Commercials versus Sponsorship in Taiwanese TV Program â A Case Study of Cotton USA. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0514116-165012

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Hu, Chiung-Wen. “Advertising Effectiveness on TV Commercials versus Sponsorship in Taiwanese TV Program â A Case Study of Cotton USA.” 2016. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0514116-165012.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Hu, Chiung-Wen. “Advertising Effectiveness on TV Commercials versus Sponsorship in Taiwanese TV Program â A Case Study of Cotton USA.” 2016. Web. 15 Apr 2021.

Vancouver:

Hu C. Advertising Effectiveness on TV Commercials versus Sponsorship in Taiwanese TV Program â A Case Study of Cotton USA. [Internet] [Thesis]. NSYSU; 2016. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0514116-165012.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Hu C. Advertising Effectiveness on TV Commercials versus Sponsorship in Taiwanese TV Program â A Case Study of Cotton USA. [Thesis]. NSYSU; 2016. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0514116-165012

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

27. Hung, Chun-chieh. The Influence Of Endorser Credibility on Advertising Effectivenessï¼Exemplified By P&G Inc.

Degree: Master, Business Management, 2012, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0313112-175619

► According to the report of effective advertising analysis in the Taiwan area released by Rainmaker XKM International Corp., the advertising amount of care product industry… (more)

Subjects/Keywords: P&G; Advertising Effectiveness; involvement with advertisement; Endorser Credibility

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Hung, C. (2012). The Influence Of Endorser Credibility on Advertising Effectivenessï¼Exemplified By P&G Inc. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0313112-175619

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Hung, Chun-chieh. “The Influence Of Endorser Credibility on Advertising Effectivenessï¼Exemplified By P&G Inc.” 2012. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0313112-175619.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Hung, Chun-chieh. “The Influence Of Endorser Credibility on Advertising Effectivenessï¼Exemplified By P&G Inc.” 2012. Web. 15 Apr 2021.

Vancouver:

Hung C. The Influence Of Endorser Credibility on Advertising Effectivenessï¼Exemplified By P&G Inc. [Internet] [Thesis]. NSYSU; 2012. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0313112-175619.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Hung C. The Influence Of Endorser Credibility on Advertising Effectivenessï¼Exemplified By P&G Inc. [Thesis]. NSYSU; 2012. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0313112-175619

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

28. Fan, Ya-chi. The Influence of Spokespersonâs Gender and Product Gender Image on Advertising Effectiveness.

Degree: Master, Communications Management, 2012, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0621112-152239

► ãNowadays, spokesperson is a very common advertising strategy. A good spokesperson can favorably attract customersâ attention, produce better recall or precognition of a brand name,… (more)

Subjects/Keywords: Advertising Effectiveness; Schema; FCB Model; Spokesperson; Product Gender Image

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Fan, Y. (2012). The Influence of Spokespersonâs Gender and Product Gender Image on Advertising Effectiveness. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0621112-152239

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Fan, Ya-chi. “The Influence of Spokespersonâs Gender and Product Gender Image on Advertising Effectiveness.” 2012. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0621112-152239.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Fan, Ya-chi. “The Influence of Spokespersonâs Gender and Product Gender Image on Advertising Effectiveness.” 2012. Web. 15 Apr 2021.

Vancouver:

Fan Y. The Influence of Spokespersonâs Gender and Product Gender Image on Advertising Effectiveness. [Internet] [Thesis]. NSYSU; 2012. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0621112-152239.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Fan Y. The Influence of Spokespersonâs Gender and Product Gender Image on Advertising Effectiveness. [Thesis]. NSYSU; 2012. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0621112-152239

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

NSYSU

29. Wang, Wen-yu. Advertising Effectiveness of Virtual Spokesperson: A Case Study of Kaohsiung Rapid Transit Corporation.

Degree: Master, Business Management, 2018, NSYSU

URL: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0002118-155031

► To avoid the risk of endorser, virtual spokesperson becomes an alternative to company. Virtual spokesperson is not only an endorser of company or trademark but… (more)

Subjects/Keywords: Involvement; Attitude toward Brand; Attitude toward Ad; Advertising Effectiveness; Virtual Spokesperson

Record Details Similar Records Cite « Share

❌

APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Wang, W. (2018). Advertising Effectiveness of Virtual Spokesperson: A Case Study of Kaohsiung Rapid Transit Corporation. (Thesis). NSYSU. Retrieved from http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0002118-155031

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Wang, Wen-yu. “Advertising Effectiveness of Virtual Spokesperson: A Case Study of Kaohsiung Rapid Transit Corporation.” 2018. Thesis, NSYSU. Accessed April 15, 2021. http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0002118-155031.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Wang, Wen-yu. “Advertising Effectiveness of Virtual Spokesperson: A Case Study of Kaohsiung Rapid Transit Corporation.” 2018. Web. 15 Apr 2021.

Vancouver:

Wang W. Advertising Effectiveness of Virtual Spokesperson: A Case Study of Kaohsiung Rapid Transit Corporation. [Internet] [Thesis]. NSYSU; 2018. [cited 2021 Apr 15]. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0002118-155031.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Wang W. Advertising Effectiveness of Virtual Spokesperson: A Case Study of Kaohsiung Rapid Transit Corporation. [Thesis]. NSYSU; 2018. Available from: http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0002118-155031

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

University of Nairobi

30. Thumbi, Eva. The effect of media strategy on advertising effectiveness among the mobile service providers in Kenya .

Degree: 2012, University of Nairobi

URL: http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/12212

► Billions of Kenya shillings have been spent on the advertising by large corporate companies in Kenya with mobile service providers taking the biggest share of… (more)

Subjects/Keywords: Media strategy; Advertising effectiveness; Mobile service providers; Kenya

Record Details Similar Records Cite « Share

❌

APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6^th Edition):

Thumbi, E. (2012). The effect of media strategy on advertising effectiveness among the mobile service providers in Kenya . (Thesis). University of Nairobi. Retrieved from http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/12212

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16^th Edition):

Thumbi, Eva. “The effect of media strategy on advertising effectiveness among the mobile service providers in Kenya .” 2012. Thesis, University of Nairobi. Accessed April 15, 2021. http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/12212.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7^th Edition):

Thumbi, Eva. “The effect of media strategy on advertising effectiveness among the mobile service providers in Kenya .” 2012. Web. 15 Apr 2021.

Vancouver:

Thumbi E. The effect of media strategy on advertising effectiveness among the mobile service providers in Kenya . [Internet] [Thesis]. University of Nairobi; 2012. [cited 2021 Apr 15]. Available from: http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/12212.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Thumbi E. The effect of media strategy on advertising effectiveness among the mobile service providers in Kenya . [Thesis]. University of Nairobi; 2012. Available from: http://erepository.uonbi.ac.ke:8080/xmlui/handle/123456789/12212

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Open Access Theses and Dissertations