Impact of New Advertising Formats on Interactive Digital Television: Advertiser and Consumer Perspectives

Veroline Cauberghe

ISBN 10: 3838325753 / ISBN 13: 9783838325750

Published by LAP Lambert Academic Publishing, 2009

About this Item

320 pages. 8.50x5.91x1.02 inches. In Stock.

Seller Inventory # 3838325753

Bibliographic Details

• Title: Impact of New Advertising Formats on Interactive Digital Television: Advertiser and Consumer Perspectives
• Publisher: LAP Lambert Academic Publishing
• Publication Date: 2009
• Language: English
• ISBN 10: 3838325753
• ISBN 13: 9783838325750
• Binding: Paperback
• Condition: Brand New
• Weight: 0.48 kilograms

About this title

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.