Comparative analysis of advertising effectiveness of T.V. commercials and press advertisements : (Record no. 65939)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03149cam a2200337 a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | EG-GiCUC |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250223031958.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 180418s2017 ua dh f m 000 0 eng d |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | EG-GiCUC |
| Language of cataloging | eng |
| Transcribing agency | EG-GiCUC |
| 041 0# - LANGUAGE CODE | |
| Language code of text/sound track or separate title | eng |
| 049 ## - LOCAL HOLDINGS (OCLC) | |
| Holding library | Deposite |
| 097 ## - Thesis Degree | |
| Thesis Level | M.Sc |
| 099 ## - LOCAL FREE-TEXT CALL NUMBER (OCLC) | |
| Classification number | Cai01.05.01.M.Sc.2017.Ch.C |
| 100 0# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Christine Attia Hanna Youssef |
| 245 10 - TITLE STATEMENT | |
| Title | Comparative analysis of advertising effectiveness of T.V. commercials and press advertisements : |
| Remainder of title | An experimental study / |
| Statement of responsibility, etc. | Christine Attia Hanna Youssef ; Supervised Ahmed Ibrahim Ghoneim , Gamal Sayed Abdelaziz |
| 246 15 - VARYING FORM OF TITLE | |
| Title proper/short title | تحل{u٠٦أأ}ل مقارن لفاعل{u٠٦أأ}ة كل من الإعلان التل{u٠٦أأ}فز{u٠٦أأ}وني والإعلان الصحفي : |
| Remainder of title | تجربة علم{u٠٦أأ}ة |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Cairo : |
| Name of publisher, distributor, etc. | Christine Attia Hanna Youssef , |
| Date of publication, distribution, etc. | 2017 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 189 P. : |
| Other physical details | charts , facsimiles ; |
| Dimensions | 30cm |
| 502 ## - DISSERTATION NOTE | |
| Dissertation note | Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | In today{u2019}s globalized world, the market fragmentation, the escalating media proliferation & the advent of evoking new technological advances open up new horizons forming an array of advertising platforms pushing advertisers to explore where to assign their budgets. In order to reach the ideal selection among media types dispersion and to rationalize the media budgets allocation. Investigating media differences and advertising effectiveness issues have to be rejuvenated & re-evaluated comparing Television and press influence as media types on advertising effectiveness measured by aided recall. Another issue of globalization is the debate between standardization & adaptation of the advertising message. The Bilingual customers confront media channels broadcasting bilingual inducements through the commercial channels that possess materials with dominant & non dominant language. Since every language differs in its state, consumers{u2019} behavior will differ in response to different languages. In such a case the language selection to advertise will be obviously more complicated in that, various options exist: either to advertise in one of the following: dominant language (native language) /non dominant language or code-switched of both the two languages. Code switching is the unavoidable outcome of bilingualism. It is the occurrence of metamorphosis between different languages; a linguistic phenomenon that takes place within interpersonal communication between bilinguals where they shift between the semantic codes of two distinct languages. The main purpose of the study is to examine the effect of different language choices on advertising effectiveness especially in the case of advertising in foreign countries |
| 530 ## - ADDITIONAL PHYSICAL FORM AVAILABLE NOTE | |
| Additional physical form available note | Issued also as CD |
| 653 #4 - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Advertising Effectiveness |
| 653 #4 - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Press Advertisements |
| 653 #4 - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | TV commercials |
| 700 0# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Abdelaziz , |
| Relator term | |
| 700 0# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Ahmed Ibrahim Ghoneim , |
| Relator term | |
| 856 ## - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="http://172.23.153.220/th.pdf">http://172.23.153.220/th.pdf</a> |
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) | |
| Cataloger | Nazla |
| Reviser | Revisor |
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) | |
| Cataloger | Shimaa |
| Reviser | Cataloger |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Thesis |
| Source of classification or shelving scheme | Not for loan | Home library | Current library | Date acquired | Full call number | Barcode | Date last seen | Koha item type | Copy number |
|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | المكتبة المركزبة الجديدة - جامعة القاهرة | قاعة الرسائل الجامعية - الدور الاول | 11.02.2024 | Cai01.05.01.M.Sc.2017.Ch.C | 01010110074888000 | 22.09.2023 | Thesis | ||
| Dewey Decimal Classification | المكتبة المركزبة الجديدة - جامعة القاهرة | مخـــزن الرســائل الجـــامعية - البدروم | 11.02.2024 | Cai01.05.01.M.Sc.2017.Ch.C | 01020110074888000 | 22.09.2023 | CD - Rom | 74888.CD |