9783846516461 - Advertising in Interactive Television:: How Audiences? Interactions with Ads Affect Perceptions of Programs and Brands di Lee, Joohyun (7 risultati)

Taschenbuch. Condizione: Neu. Advertising in Interactive Television: | How Audiences' Interactions with Ads Affect Perceptions of Programs and Brands | Joohyun Lee | Taschenbuch | 216 S. | Englisch | 2011 | LAP LAMBERT Academic Publishing | EAN 9783846516461 | Verantwortliche Person für die EU: BoD - Books on Demand, In de Tarpen 42, 22848 Norderstedt, info[at]bod[dot]de | Anbieter: preigu.

Paperback. Condizione: Brand New. 216 pages. 8.58x5.83x0.79 inches. In Stock.

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Taschenbuch. Condizione: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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. 216 pp. Englisch.

Condizione: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Lee JoohyunDr. Joohyun Lee has obtained his PhD degree in Interactive Advertising in 2003. After publishing several articles on advertising theories he has worked in the advertising industry focusing on consumer interactions. Now h.

Taschenbuch. Condizione: Neu. This item is printed on demand - Print on Demand Titel. Neuware -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.VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 216 pp. Englisch.

Taschenbuch. Condizione: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - 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.