Impact of New Advertising Formats on Interactive Digital Television Год выпуска: 2010Автор: Veroline CaubergheИздательство: LAP Lambert Academic PublishingСтраниц: 320ISBN: 9783838325750Описание Digitalization is changing the media landscape by blurring the lines between existing media. Interactive, Digital TV (IDTV) is an outcome of this convergence by merging traditional broadcasting and digital technology. Although IDTV imposes severe threats for advertising professionals in terms of ad skipping, it also offers many new advertising opportunities. This book gives an overview of different advertising effectiveness studies in which the impact of new IDTV advertising formats such as the dedicated advertising location, on screen banners, advergames,... are investigated. The impact of several moderating and mediating variables are investigated more closely.
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Екатерина, 25.05 Защитилась на хорошо! Спасибо вам большое!!! Комиссия ничего не заметила никаких косяков! =))
