臺大管理論叢 NTU Management Review VOL.29 NO.3

Effects of Advertising Media and Consumers’ Information Structure on Manufacturers’ Equilibrium Pricing and Advertising Strategies 38 Shih-Tsung Huang Shih-Tsung Huang is a Ph.D. candidate in Marketing, Business Administration, National Taiwan University. His research interests include product line design and advertising strategy. Huei-Wen Zeng Huei-Wen Zeng received her MBA degree with a major in marketing from the Department of Business Administration, National Taiwan University. Her research interests include consumer behavior, product positioning and advertising strategy.