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Impact of New Advertising Formats on Interactive Digital Television

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description
 

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.

Product Specifications
SKU :COC48371
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
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