标题: 中、美地区电视广告情报特性之比较分析
A comparative content analysis of R.O.C. and U.S.A. television advertising
作者: 郑明祈
ZHENG, MING-QI
黄仁宏
HUANG, REN-HONG
管理科学系所
关键字: 中美地区;广告
公开日期: 1992
摘要: Chapter 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 Study
URI: http://140.113.39.130/cdrfb3/record/nctu/#NT812457011
http://hdl.handle.net/11536/57310
显示于类别:Thesis