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dc.contributor.author鄭明祈en_US
dc.contributor.authorZHENG, MING-QIen_US
dc.contributor.author黃仁宏en_US
dc.contributor.authorHUANG, REN-HONGen_US
dc.date.accessioned2014-12-12T02:11:11Z-
dc.date.available2014-12-12T02:11:11Z-
dc.date.issued1992en_US
dc.identifier.urihttp://140.113.39.130/cdrfb3/record/nctu/#NT812457011en_US
dc.identifier.urihttp://hdl.handle.net/11536/57310-
dc.description.abstractChapter 1 Introduction 1.1 Background and Motive 1.2 Objective and Scope of Research 1.3 Approach Adopted in This Research 1.4 Thesis Organization Chapter 2 Literature Review 2.1 Argumentation of "Informative versus Persuasive" 2.2 Informative Functions of Advertising 2.3 Related Research Approaches 2.4 The Defects Of Consumer Based Measures 2.5 Two Premises Before Implementing This Study Chapter 3 Content Analysis and Methodology 3.1 Defifition of Content Analysis 3.1.1 Objectivity 3.1.2 Systematization 3.1.3 Sampling Method 3.1.4 Reliability 3.1.5 Validity 3.2 Limitations Of Content Analysis 3.3 Research Method 3.3.1 Evaluative Criteria 3.3.2 Sampling Method Chapter 4 Results and Discussion 4.1 Proportion of Informative Advertisements in Samples with Z- tests 4.2 Chi-square Tests of Independence 4.2.1 Informativeness Versus Weekday/Weekend 4.2.2 Informativeness Versus Time-Spans 4.2.3 Informativeness Versus Product Categories 4.3 Mean Number of Cues in Samples with T-tests 4.4 Differences in Cue Usage Between R.O.C. and U.S.A. Samples 4.5 Logistic Regression Procedure Chapter 5 Conclusion, Discussion and Future Work 5.1 Conclusion 5.1 Discussion 5.1 Limitation 5.1 Further Development of This Studyzh_TW
dc.language.isoen_USen_US
dc.subject中美地區zh_TW
dc.subject廣告zh_TW
dc.title中、美地區電視廣告情報特性之比較分析zh_TW
dc.titleA comparative content analysis of R.O.C. and U.S.A. television advertisingen_US
dc.typeThesisen_US
dc.contributor.department管理科學系所zh_TW
Appears in Collections:Thesis