A study of online advertising in Hong Kong

Pao Yue-kong Library Electronic Theses Database

A study of online advertising in Hong Kong

 

Author: Mok, Ka-ho Kelvin
Title: A study of online advertising in Hong Kong
Degree: M.Sc.
Year: 2008
Subject: Hong Kong Polytechnic University -- Dissertations.
Internet advertising -- China -- Hong Kong.
Internet marketing -- China -- Hong Kong.
Department: Dept. of Computing
Pages: vii, 71 leaves : ill. ; 30 cm.
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2219024
URI: http://theses.lib.polyu.edu.hk/handle/200/4636
Abstract: This research aims to comparatively evaluate the performance of online advertising from Hong Kong online advertisers (hereafter 'marketers') and websites such as portals, search engines and topic specific websites in Hong Kong (hereafter 'promoters'), thus providing a formula for the best advertising effect in terms of effectiveness and efficiency in the new media. Definition and trend analysis will also be provided to reflect the components and competitiveness of this new media. Also, comparison between the traditional media and the online media will be studied for the Hong Kong market. Through data collection, hypothesis was made along with research model to prove the validity of the hypothesis, according to the data collected in the real business world in Hong Kong, crucial factors that lead to a successful online advertising and marketing campaign. Data will be analyzed to screen out the factors that may lead to a successful advertising result. Certainly, it is difficult to define the meaning of success of each campaign as expectations and achievements vary. However, the paper defines the campaign succeeded when the marketer defines it successful based on a similar standard scale. Effectiveness and efficiency were also being measured from the promoters' perspective. Promoters such as website owners in Hong Kong, will be interviewed to understand the current market trend in Hong Kong, how exactly do they promote for marketers and the results are taken into considerations for evaluating the best strategies that promoters should do, as well as their challenges. Through a case study with the promoters, more profound understanding of the current industry practice is resulted and factors that promoters concerns and expectations summarized are also valuable information for any future studies in Hong Kong in this industry.

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