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Könyv Advertising in Interactive Television: Joohyun Lee

Advertising in Interactive Television:

How Audiences Interactions with Ads Affect Perceptions of Programs and Brands

Szerző: Joohyun Lee
Nyelv: Angol
Kötés: Puha kötésű
Kiadó: LAP Lambert Academic Publishing
Elérhetőség: Beszállítói készleten
Küldés 8-11 napon belül
27 378 Ft
Consumers are passively exposed to most commercials in a conventional television environment unless...

Információk a könyvről

Szerző
Joohyun Lee
Nyelv
Angol
Kötés
Könyv - Puha kötésű
Kiadva
2011
oldal
216
EAN
9783846516461
Enbook ID
06994635
Kiadó
LAP Lambert Academic Publishing
Súly
338
Méretek
150 x 220 x 13

Teljes leírás

Consumers are passively exposed to most commercials in a conventional television environment unless they take active steps to avoid them. On the contrary, interactive product placements (iPPL) in an interactive television (ITV) environment would deliver the advertising message only upon the consumer s request. Traditional product placements (PPL) aim to put the audience in contact with the advertiser s brand through simple exposures, so traditional PPL studies focus on the effect on the consumer s memory. This dissertation recognizes that the iPPL can generate actual interactions from the consumer while watching the program, and examines how the iPPL and its interactive natures can change the audience s consumption patterns of programs and the advertising effectiveness in an ITV environment. The primary purpose of this dissertation is to predict the types of products, programs, and audiences that would generate improved effectiveness of iPPL before ITV becomes widely diffused.

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