Mohlo by se vám také líbit

Více informací o knize Impact of New Advertising Formats on Interactive Digital Television

• Parametry knihy
• Anotace
• Oblíbené z jiného soudku

Nákupem získáte 198 bodů

Anotace knihy

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.

Parametry knihy

• Plný název: Impact of New Advertising Formats on Interactive Digital Television
• Podnázev: Advertiser and Consumer Perspectives
• Autor: Veroline Cauberghe
• Jazyk: Angličtina
• Vazba: Brožovaná
• Počet stran: 320
• EAN: 9783838325750
• ID: 06845759
• Nakladatelství: LAP Lambert Academic Publishing
• Hmotnost: 434 g
• Rozměry: 220 × 150 × 16 mm
• Rok vydání: 2009

Oblíbené z jiného soudku

---

---

---