Academic literature on the topic 'Advertising interactivity'
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Journal articles on the topic "Advertising interactivity"
Fahmy, May M., and Ahmed I. Ghoneim. "The Impact of Interactivity on Advertising Effectiveness of Corporate Websites: A Mediated Moderation Model." International Journal of Marketing Studies 8, no. 5 (September 22, 2016): 41. http://dx.doi.org/10.5539/ijms.v8n5p41.
Full textVashisht, Devika, HFO Surindar Mohan, and Abhishek Chauhan. "In-game advertising: the role of newness congruence and interactivity." Spanish Journal of Marketing - ESIC 24, no. 2 (April 19, 2020): 213–30. http://dx.doi.org/10.1108/sjme-02-2019-0012.
Full textAchmad, Alvin, Antonius Indra Saputra, Aulia Fadhil Ardiansyah, and Evelyn Hendriana. "The Effectiveness of Social Media Advertisement in The Indonesian Sneakers Industry: Application of The Extended Advertising Value Model." MIX: JURNAL ILMIAH MANAJEMEN 12, no. 1 (February 26, 2022): 1. http://dx.doi.org/10.22441/jurnal_mix.2022.v12i1.001.
Full textZu, Ruizhi. "The Validity of Visual Communication Design of Online Advertisement Based on Interactivity." Computational Intelligence and Neuroscience 2022 (July 8, 2022): 1–9. http://dx.doi.org/10.1155/2022/2485809.
Full textVashisht, Devika, and Abhishek Chauhan. "Effect of game-interactivity and congruence on presence and brand attitude." Marketing Intelligence & Planning 35, no. 6 (September 4, 2017): 789–804. http://dx.doi.org/10.1108/mip-01-2017-0018.
Full textMa, SiFan, and SeungHo Cho. "The Effect of Advertising's Interactivity on Korean and Chinese Consumer Attitude toward Advertising." Journal of the Korea Contents Association 16, no. 7 (July 28, 2016): 91–99. http://dx.doi.org/10.5392/jkca.2016.16.07.091.
Full textZheng, Zitong. "Changes of Advertising in the New Media Era." BCP Business & Management 18 (April 13, 2022): 24–27. http://dx.doi.org/10.54691/bcpbm.v18i.531.
Full textGeng, Yunshan. "Virtual Reality (VR) Advertising Communication Design Based on 3D Wireless Active Visual Sensing." Journal of Sensors 2022 (February 7, 2022): 1–9. http://dx.doi.org/10.1155/2022/1551118.
Full textCassioli, Federico. "Contents, animation or interactivity: neurophysiological correlates in App advertising." Neuropsychological Trends, no. 26 (November 2019): 83–91. http://dx.doi.org/10.7358/neur-2019-026-cass.
Full textShim, Sung Wook, Chunsik Lee, and Dae-Hee Kim. "The Antecedents of Attitude toward IPTV Advertising : The Role of Interactivity and Advertising Value." Korean Journal of Advertising 2, no. 1 (March 30, 2013): 123–61. http://dx.doi.org/10.14377/japr.2013.3.30.123.
Full textDissertations / Theses on the topic "Advertising interactivity"
Li, Xiaopeng. "Playful Advertising: In-Game Advertising for Virtual Reality Games." Thesis, KTH, High Performance Computing and Visualization (HPCViz), 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-175593.
Full textVi presenterar en tidig utforskning av reklam i spelet för virtuell verklighet-spel. Studien undersöker hur interaktivitet och inlevelse påverkar konsumentlärande och - spelupplevelse. Först etableras en teoretisk grund för att förstå interaktivitet och inlevelse i virtuella spelmiljöer. Sedan skapas ett ramverk för forskning samt hypoteser kring frågeställningen. Sedan rapporterar vi resultaten från fältforskning, prototyp och användarstudie. Prototyperna körs i mobila webbläsare och testas på virtuell verklighet- glasögon med smartphones inuti. Baserat på resultaten, diskuteras utformning av interaktivitet och inlevelse, dess effekter på konsumentlärande och -spelupplevelse, samt sambandet mellan spelupplevelse och konsumentlärande. De viktigaste bidragen från arbetet är ett ramverk för forskning och en uppsättning av designöverväganden som kan användas för att utvärdera och förbättra effektiviteten hos reklam i virtuell verklighet-spel.
Wu, Guohua. "The role of perceived interactivity in interactive ad processing /." Digital version accessible at:, 2000. http://wwwlib.umi.com/cr/utexas/main.
Full textLiu, Handan, and Jin Ma. "Advertising management influence effctiveness of online advertising : A study of white-collar workers in online advertising context." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4868.
Full textOnline advertising which is a new form of communication provides interactivity between advertisers and consumers.
This dissertation is focusing on how advertising management influence the effectiveness of online advertising.The theoretical framework of this study mainly contains the advertising management and effectiveness of effects model.These two models are combined together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings. The quatitative research strategy is appliedd in this dissertation. Based on the questionnaies of white-collar workers, the empirical data was collected.
The conclusion which can be drawn from this study is that there is clear evidence that good management will improve cognitive,affective and conative degree of consumer behavior.
Belcher, Kimberlee Neil. "Interactivity and personalization in product presentation on e-commerce websites." Diss., Columbia, Mo. : University of Missouri-Columbia, 2005. http://hdl.handle.net/10355/4262.
Full textThe entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file viewed on (November 27, 2006) Includes bibliographical references.
Macias, Wendy Ann Martin. "The effect of interactivity on comprehension and persuasion of interactive advertising /." Digital version accessible at:, 2000. http://wwwlib.umi.com/cr/utexas/main.
Full textKazeroun, Mohammad Hossein. "Commercialised dialogue and Web 2.0 interactivity : characterising discourses in digital advertising environments." Thesis, Bucks New University, 2015. http://bucks.collections.crest.ac.uk/9375/.
Full textCoyle, James R. "The effects of progressive levels of telepresence in on-line advertising : interactivity, vividness, and attitude-behavior consistency /." free to MU campus, to others for purchase, 1997. http://wwwlib.umi.com/cr/mo/fullcit?p9842521.
Full textVillegas, Greicy Marianne Lopes Guimarães Cahuana. "Os impactos da revolução digital na indústria da comunicação." Pontifícia Universidade Católica de São Paulo, 2016. https://tede2.pucsp.br/handle/handle/19399.
Full textMade available in DSpace on 2016-11-24T16:02:57Z (GMT). No. of bitstreams: 1 Greicy Marianne Lopes Guimarães Cahuana Villegas.pdf: 7059904 bytes, checksum: 144c08c88bb929dfc87ce788f786ea8d (MD5) Previous issue date: 2016-09-21
Coordenação de Aperfeiçoamento de Pessoal de Nível Superior
With the technological advances of the last decade, sets up a new world. In this new scenario, change people and their daily life, mediated by new tools. New modes of interaction bring with them new possibilities, as well as new challenges. The research object deals with the advertising hybridization process, combined with the interactivity and distribution possibilities via sharing. We had as objective to describe and analyze the breaks of the current advertising model, the transitions of creative and production processes and trends in the communications industry in their new settings. The panorama of the advertising market is moving. On one side advertisers seeing their investments in communication falling in efficacy compared to a few decades ago and demanding new solutions to their agencies. On the other agencies, which until the other day felt comfortable to hold campaigns in the traditional format, looking for these new solutions, It is not enough to combine more creativity to the purchase of space on TV channels most watched and magazines wider audience. Today every advertising agency is faced with the same challenge: to create integrated campaigns in different formats involving multiple digital tools, that add value to the brand and reach a consumer increasingly demanding and participatory. In view of this we have the following cases: media convergence and the interactions of the media environment generate new advertising settings, incorporation into the advertising language elements such as entertainment and interactivity lead to hybridization between those elements and the original functions of advertising, which are to inform and persuade; the hybridization strategies of advertising language lead in persuade, making it a new media product, advertising entertainment and interactive advertising. In the investigation of these hypotheses in the fundamentals in various theoretical concepts and authors such as Pierre Lévy, Henry Jenkins, Martha Gabriel, Ricardo Ramos, Rogério Covaleski. There is much to be done so that the full potential of interactive media is maximized by agencies and advertisers. These need to be alert the changes that are occurring and prepared to adapt their services to this new reality, acting with competence and effectiveness. Competitive advantage will be in the hands of those who mobilize in order to meet new market demands .So, to win the market is crucial both the training of professionals who provide specialized services for advertising agencies, as the appropriate technologies for the use of interactive language. Some advertising agencies in Brazil are already adjusting to the changes required by digital technologies, thus bring cases of successful placements that take advantage of the great potential of these media
Com os avanços tecnológicos da última década, configura-se um novo mundo. Neste novo cenário, mudam as pessoas e o seu dia a dia, mediado por novas ferramentas. Novos modos de interação trazem consigo novas possibilidades, tanto quanto novos desafios. O objeto de pesquisa trata sobre o processo de hibridização da propaganda, aliadas à interatividade e às possibilidades de distribuição via compartilhamento. Tivemos como objetivos descrever e analisar as rupturas do modelo publicitário vigente, as transições de processos criativos e produtivos e as tendências na indústria da comunicação, em suas novos formatos. O panorama do mercado publicitário é de movimento. De um lado, anunciantes vendo seus investimentos em comunicação caindo em eficácia em comparação a algumas décadas atrás e exigindo novas soluções de suas agências. De outro lado agências, que até outro dia sentiam-se confortáveis em realizar campanhas no formato tradicional, procurando essas tais novas soluções, pois não basta mais aliar criatividade à compra de espaços em canais de TV de maior audiência e revistas de maior público. Hoje toda agência de publicidade depara-se com o mesmo desafio: criar campanhas integradas, em formatos diferenciados que envolvam as múltiplas ferramentas digitais, que agreguem valor à marca e atinjam um consumidor cada vez mais exigente e participativo. Diante disto temos as seguintes hipóteses: a convergência midiática e as interações do ambiente midiático geram novas configurações publicitárias; a incorporação na linguagem publicitária de elementos como entretenimento e interatividade levam à hibridização entre aqueles elementos e as funções originais da publicidade, que são informar e persuadir; as estratégias de hibridização da linguagem publicitária levam-na a persuadir, entreter e interagir, concomitantemente, tornando-a um novo produto midiático, favorecendo ao mesmo tempo o entretenimento publicitário e a propaganda interativa. Na investigação destas hipóteses nos fundamentamos em diversos conceitos teóricos e autores como: Pierre Lévy, Henry Jenkins, Martha Gabriel, Ricardo Ramos, Rogério Covaleski. Há muito a ser feito para que todo o potencial das mídias interativas sejam aproveitados ao máximo pelas agências e anunciantes. Estes precisam estar atentos às mudanças que estão ocorrendo e preparados para adaptar seus serviços a esta nova realidade, atuando com competência e eficácia. A vantagem competitiva estará nas mãos daqueles que se mobilizarem no sentido de atender às novas demandas do mercado. Desta forma, para conquistar o mercado é fundamental tanto a capacitação dos profissionais que prestam serviços especializados para as agências de publicidade, quanto a adequação das tecnologias para a utilização da linguagem interativa. Algumas agências de publicidade no Brasil já estão se ajustando às transformações exigidas pelas tecnologias digitais, reunindo assim cases de sucesso de veiculações que aproveitam o grande potencial dessas mídias
Covaleski, Rogério Luiz. "O processo de hibridização da publicidade: entreter e persuadir para interagir e compartilhar." Pontifícia Universidade Católica de São Paulo, 2010. https://tede2.pucsp.br/handle/handle/5327.
Full textCoordenação de Aperfeiçoamento de Pessoal de Nível Superior
This research investigated how the process is occurring hybridization of advertising from the dialogue and the increasingly intense intersections between three actors in the contemporary media environment: the advertising market, the industry entertainment and interactive technologies. We had to describe and analyze paradigmatic ruptures of the current advertising model, the transition process creative and productive and trends for the advertising, in their new settings. In this thesis, we found the following hypotheses: 1) convergence media and media environment interactions generate new configurations advertising; 2) the inclusion in advertising language, elements such as entertainment and interactivity, leading to hybridization between those elements and functions of the original advertising - to inform and persuade; 3) the strategies of hybridization of language lead-in advertising to persuade, entertain and interact concurrently, making it a new media product: the interactive entertainment advertising. In research these hypotheses we have considered in various theoretical concepts and authors such as: cultural hybridity of Néstor García Canclini, which does not differ over what is cultured , massive or popular ; the route that generates the sense of complex narratives advertising, split between the manipulation , competence , performance and sanction , statement by José Luiz Fiorin; conceptual studies and genres of entertainment undertaken by researchers as Jeder Janotti Jr. and Itania Gomes; the types of interactivity surveyed by Pierre Lévy in relations with the messages communication devices; encouraging the sharing and dissemination of content from interactive media, researched by Karla Patriota. The object of research is related to advertising campaigns that involve branded content and/or branded entertainment together with the interactivity and opportunities for distribution via sharing. Five cases advertising make up the corpus of reading and analysis of this thesis: the commercial online "Carousel" for Philips winner of the Grand Prix at the International Festival Advertising Festival in 2009; the short film "Signs" a member of the Schweppes Short Film Festival; the advertising film "The Piano", for Nespresso, which comprises the hotsite What else? ; the micro "Gourmand em Casa," for Brastemp, consisting of episodes for TV and actions of interactivity on social networking website; the online shopping "The Hero", the Radiotjänst action customizable and encouraging dissemination. Parts of these campaigns fit into what we understand to be a new media product: the interactive entertainment advertising, as are hybrids, in the same effort communication, entertain, persuade, interact and are shared
Nesta pesquisa investigamos como está ocorrendo o processo de hibridização da publicidade a partir do diálogo e das intersecções cada vez mais intensas entre três atores do ambiente mediático contemporâneo: o mercado publicitário, a indústria do entretenimento e as tecnologias interativas. Tivemos como objetivos descrever e analisar as rupturas paradigmáticas do modelo publicitário vigente, as transições de processos criativos e produtivos e as tendências para a comunicação publicitária, em suas novas configurações. Nesta tese, verificamos as seguintes hipóteses: 1) a convergência midiática e as interações do ambiente mediático geram novas configurações publicitárias; 2) a incorporação, na linguagem publicitária, de elementos como entretenimento e interatividade, levam à hibridização entre aqueles elementos e as funções originais da publicidade informar e persuadir; 3) as estratégias de hibridização da linguagem publicitária levam-na a persuadir, entreter e interagir, concomitantemente, tornando-a um novo produto midiático: o entretenimento publicitário interativo. Na investigação destas hipóteses nos fundamentamos em diversos conceitos teóricos e autores como: o hibridismo cultural, de Néstor García Canclini, no qual não se distingue mais o que é culto, massivo ou popular; o percurso gerativo de sentido das narrativas complexas da publicidade, divididas entre a manipulação, a competência, a performance e a sanção, enunciado por José Luiz Fiorin; os estudos conceituais e de gêneros de entretenimento empreendidos por pesquisadores como Jeder Janotti Jr. e Itania Gomes; os tipos de interatividade pesquisados por Pierre Lévy nas relações das mensagens com os dispositivos de comunicação; o incentivo ao compartilhamento e à disseminação de conteúdos a partir de meios interativos, pesquisados por Karla Patriota. O objeto de pesquisa é relacionado às campanhas publicitárias que envolvem comunicação por conteúdo (branded content) e/ou entretenimento de marca (branded entertainment), aliadas à interatividade e às possibilidades de distribuição via compartilhamento. Cinco cases publicitários compõem o corpus de leitura e análise desta tese: o comercial online Carousel , para a Philips vencedor do Grand Prix no Festival Internacional de Publicidade de Cannes, em 2009; o curta-metragem Signs , integrante do Schweppes Short Film Festival; o filme publicitário Piano , da Nespresso, que compõe o hotsite What else?; a microssérie Gourmand em Casa , da Brastemp, composta por episódios para tevê e ações de interatividade em redes sociais na web; o comercial online The Hero , da Radiotjänst ação personalizável e com incentivo à disseminação. As peças destas campanhas se enquadram no que compreendemos ser um novo produto midiático: o entretenimento publicitário interativo, pois são híbridos que, em um mesmo esforço comunicacional, entretém, persuadem, interagem e são compartilháveis
Cabral, Carlos Alberto Monteiro. "Publicidade Online nos jornais generalistas em Cabo Verde e Portugal: estudo comparativo." Master's thesis, Instituto Superior de Ciências Sociais e Políticas, 2018. http://hdl.handle.net/10400.5/16469.
Full textA presente dissertação visa um estudo comparativo relativamente à Publicidade Online nas homepages de websites de jornais generalistas portugueses e cabo-verdianos. Estudos têm revelado que a publicidade é uma das principais fontes de receitas da maioria dos websites de notícias. Os anunciantes estão a recorrer cada vez mais a essas plataformas para fazerem a inserção de seus anúncios, no sentido de captar o público. No entanto, as evidências empíricas apuradas nesta investigação – que incidiu os jornais portugueses Correio da Manhã, Público e Diário de Notícias e os caboverdianos Notícias do Norte, A Nação e Expresso da Ilhas – demonstraram um escasso aproveitamento por parte dos anunciantes das potencialidades da Publicidade Online, tanto a nível da produção dos formatos, como em termos de dinamismo e interatividade, assim como algumas similitudes e disparidades entres os países e jornais em estudo. Os anunciantes portugueses estão a utilizar mais formatos de publicidade, comparativamente com os cabo-verdianos. O Correio da Manhã é, dos jornais estudados, o que mais formatos apresenta, enquanto A Nação é dos que menos se diversificou. Todos os jornais portugueses apresentaram formatos enriquecidos com animação, áudio e vídeo, e formatos que incorporam a tecnologia floating. Em Cabo Verde, apenas o Notícias do Norte apresenta anúncios enriquecidos com vídeo. No entanto, todos os jornais apresentam formatos publicitários animados e estáticos. Quanto à interatividade, enquadram-se no nível reativo.
The present dissertation aims at a comparative study on Online Advertising in the homepages of websites of Portuguese and Cape Verdean generalist newspapers. Studies have revealed that advertising is one of the main sources of revenue for most news websites. Advertisers are increasingly turning to these platforms for insertion of their ads in order to engage the audience. However, the empirical evidence found in this investigation - which included the Portuguese newspapers Correio da Manhã, Público and Diário de Notícias and the Cape Verdean Newspapers Notícias do Norte, A Nação and the Expresso das Ilhas - showed a scarce use by advertisers of the potentialities of Online Advertising, both in the production of formats, and in terms of dynamism and interactivity, as well as some similarities and disparities between the countries and newspapers under study. Portuguese advertisers are using more advertising formats compared to Cape Verdeans. Correio da Manhã, is one of the newspapers studied, which presents the most formats, while A Nação newspaper is one of that least diversified. All the Portuguese newspapers presented formats enriched with animation, audio and video, and formats that incorporate floating technology. In Cape Verde, only the Notícias do Norte features ads enriched with video. However, all newspapers feature animated and static advertising formats. As for interactivity, they fit into the reactive level.
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Books on the topic "Advertising interactivity"
Graham, Rob. Advertising Interactively. LearningCraft Press, 2003.
Find full textBook chapters on the topic "Advertising interactivity"
Voorveld, Hilde, and Guda van Noort. "Moderating Influences on Interactivity Effects." In Advances in Advertising Research (Vol. III), 163–75. Wiesbaden: Gabler Verlag, 2012. http://dx.doi.org/10.1007/978-3-8349-4291-3_13.
Full textVoorveld, Hilde A. M., Peter C. Neijens, and Edith G. Smit. "The Perceived Interactivity of Top Global Brand Websites and its Determinants." In Advances in Advertising Research (Vol. 1), 217–33. Wiesbaden: Gabler, 2010. http://dx.doi.org/10.1007/978-3-8349-6006-1_15.
Full textPalla, Polyxeni Jenny, and Yorgos Zotos. "Gaining Attention Online: Do the Levels of Product Involvement and Website Interactivity Matter? An Eye-Tracking Approach." In Advances in Advertising Research (Vol. VII), 65–78. Wiesbaden: Springer Fachmedien Wiesbaden, 2016. http://dx.doi.org/10.1007/978-3-658-15220-8_6.
Full textChen, Yunbo, and Huijie Yao. "Understanding How Advertising Gamification Influences Consumers: The Effect of Image Experience and Interactivity." In Advances in Human Factors in Communication of Design, 71–85. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-20500-3_8.
Full textHui, Wang, and Vipin Nadda. "Interactivity." In Advances in Marketing, Customer Relationship Management, and E-Services, 157–84. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-6595-8.ch007.
Full text"Understanding Interactivity Of Cyberspace Advertising." In Advertising and the World Wide Web, 37–50. Psychology Press, 1999. http://dx.doi.org/10.4324/9781410602060-8.
Full textNacaroğlu, Derya. "New Media and Advertising." In Handbook of Research on New Media Applications in Public Relations and Advertising, 101–20. IGI Global, 2021. http://dx.doi.org/10.4018/978-1-7998-3201-0.ch006.
Full textGao, Yuan. "Website Interactivity and Amusement." In Computing Information Technology, 22–34. IGI Global, 2003. http://dx.doi.org/10.4018/978-1-93177-752-0.ch002.
Full text"Integrating interactivity: Globalization and the gendering of creative advertising." In Advertising and New Media, 52–69. Routledge, 2007. http://dx.doi.org/10.4324/9780203935521-7.
Full text"Public Advertising Screens and the Ambivalence of Interactivity." In Grenzenlose Werbung, 260–85. De Gruyter Oldenbourg, 2020. http://dx.doi.org/10.1515/9783110661965-010.
Full textConference papers on the topic "Advertising interactivity"
ZHAO, SONG-SONG. "THE IMPACT OF CONTEXTUAL MOBILE ADVERTISING ON CONSUMER PURCHASE INTENTION." In 2021 International Conference on Management, Economics, Business and Information Technology. Destech Publications, Inc., 2021. http://dx.doi.org/10.12783/dtem/mebit2021/35639.
Full textZhao, Chen, Tao Wang, and Yuan-yuan Liu. "Research on the Interactivity of the New Outdoor Media Advertising for the Bus Station." In 3d International Conference on Applied Social Science Research (ICASSR 2015). Paris, France: Atlantis Press, 2016. http://dx.doi.org/10.2991/icassr-15.2016.181.
Full textReports on the topic "Advertising interactivity"
Túñez López, M., V. Altamirano, and KP Valarezo. Collaborative tourism communication 2.0: promotion, advertising and interactivity in government tourism websites in Latin America. Revista Latina de Comunicación Social, March 2016. http://dx.doi.org/10.4185/rlcs-2016-1094en.
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