Advertising in Interactive Television:: How Audiences’ Interactions with Ads Affect Perceptions of Programs and Brands - Couverture souple

Lee, Joohyun

9783846516461: Advertising in Interactive Television:: How Audiences’ Interactions with Ads Affect Perceptions of Programs and Brands

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ISBN 10 : 3846516465 ISBN 13 : 9783846516461

Editeur : LAP LAMBERT Academic Publishing, 2011

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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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�diteur: LAP LAMBERT Academic Publishing
Date d'�dition: 2011
Langue: anglais
ISBN 10: 3846516465
ISBN 13: 9783846516461
Reliure: Broch�
Nombre de pages: 216
Coordonn�es du fabricant: non disponible
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Advertising in Interactive Television:

Joohyun Lee

Edit� par LAP LAMBERT Academic Publishing Nov 2011, 2011

ISBN 10 : 3846516465 ISBN 13 : 9783846516461

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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 -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. N� de r�f. du vendeur 9783846516461

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Advertising in Interactive Television:

Joohyun Lee

Edit� par LAP LAMBERT Academic Publishing, 2011

ISBN 10 : 3846516465 ISBN 13 : 9783846516461

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Etat : 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. N� de r�f. du vendeur 5496062

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Advertising in Interactive Television: | How Audiences' Interactions with Ads Affect Perceptions of Programs and Brands

Joohyun Lee

Edit� par LAP LAMBERT Academic Publishing, 2011

ISBN 10 : 3846516465 ISBN 13 : 9783846516461

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Advertising in Interactive Television:

Joohyun Lee

Edit� par LAP LAMBERT Academic Publishing Nov 2011, 2011

ISBN 10 : 3846516465 ISBN 13 : 9783846516461

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Vendeur : buchversandmimpf2000, Emtmannsberg, BAYE, Allemagne

�valuation du vendeur 5 sur 5 �toiles

Taschenbuch. Etat : Neu. 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.Books on Demand GmbH, �berseering 33, 22297 Hamburg 216 pp. Englisch. N� de r�f. du vendeur 9783846516461

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Advertising in Interactive Television: : How Audiences� Interactions with Ads Affect Perceptions of Programs and Brands

Joohyun Lee

Edit� par LAP LAMBERT Academic Publishing, 2011

ISBN 10 : 3846516465 ISBN 13 : 9783846516461

Neuf Taschenbuch

impression � la demande

Vendeur : AHA-BUCH GmbH, Einbeck, Allemagne

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Taschenbuch. Etat : 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. N� de r�f. du vendeur 9783846516461

Contacter le vendeur