Impact of New Advertising Formats on Interactive Digital Television: Advertiser and Consumer Perspectives - Couverture souple
Synopsis
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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Impact of New Advertising Formats on Interactive Digital Television
Edité par
LAP LAMBERT Academic Publishing Sep 2010, 2010
ISBN 10 : 3838325753
ISBN 13 : 9783838325750
Neuf
Taschenbuch
Vendeur : BuchWeltWeit Ludwig Meier e.K., Bergisch Gladbach, Allemagne
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Taschenbuch. Etat : Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -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. 320 pp. Englisch. N° de réf. du vendeur 9783838325750
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Impact of New Advertising Formats on Interactive Digital Television
Edité par
LAP LAMBERT Academic Publishing, 2010
ISBN 10 : 3838325753
ISBN 13 : 9783838325750
Neuf
Couverture souple
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Etat : New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Cauberghe VerolineVerolien Cauberghe is professor marketing communication at the University of Ghent. She teaches courses in marketing communication, corporate communication and social marketing. Her research interests are adverti. N° de réf. du vendeur 5413216
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Impact of New Advertising Formats on Interactive Digital Television | Advertiser and Consumer Perspectives
Edité par
LAP LAMBERT Academic Publishing, 2010
ISBN 10 : 3838325753
ISBN 13 : 9783838325750
Neuf
Taschenbuch
Vendeur : preigu, Osnabrück, Allemagne
Évaluation du vendeur 5 sur 5 étoiles
Taschenbuch. Etat : Neu. Impact of New Advertising Formats on Interactive Digital Television | Advertiser and Consumer Perspectives | Veroline Cauberghe | Taschenbuch | 320 S. | Englisch | 2010 | LAP LAMBERT Academic Publishing | EAN 9783838325750 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu. N° de réf. du vendeur 101423477
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Impact of New Advertising Formats on Interactive Digital Television
Edité par
LAP LAMBERT Academic Publishing Sep 2010, 2010
ISBN 10 : 3838325753
ISBN 13 : 9783838325750
Neuf
Taschenbuch
Vendeur : buchversandmimpf2000, Emtmannsberg, BAYE, Allemagne
Évaluation du vendeur 5 sur 5 étoiles
Taschenbuch. Etat : Neu. This item is printed on demand - Print on Demand Titel. Neuware -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.VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 320 pp. Englisch. N° de réf. du vendeur 9783838325750
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Impact of New Advertising Formats on Interactive Digital Television : Advertiser and Consumer Perspectives
Edité par
LAP LAMBERT Academic Publishing, 2009
ISBN 10 : 3838325753
ISBN 13 : 9783838325750
Neuf
Taschenbuch
Vendeur : AHA-BUCH GmbH, Einbeck, Allemagne
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Taschenbuch. Etat : Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - 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. N° de réf. du vendeur 9783838325750
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Impact of New Advertising Formats on Interactive Digital Television: Advertiser and Consumer Perspectives
Edité par
LAP Lambert Academic Publishing, 2009
ISBN 10 : 3838325753
ISBN 13 : 9783838325750
Neuf
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Vendeur : Revaluation Books, Exeter, Royaume-Uni
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Paperback. Etat : Brand New. 320 pages. 8.50x5.91x1.02 inches. In Stock. N° de réf. du vendeur 3838325753
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