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Статті в журналах з теми "Advertising interactivity"
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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.
Повний текст джерелаАнотація:
<p>Interactivity is identified as a key component in the new media; however, the complex relationship between interactivity and advertising effectiveness measures has yielded inconclusive results. The purpose of this study is to perform a systematic investigation of the underlying mechanisms between the actual interactivity and the advertising effectiveness measures.</p><p>This paper proposes a model that empirically examines the role of the perceived interactivity in mediating the impact of actual interactivity on advertising effects; moreover, it studies the moderating role of individual differences on perceived interactivity. The empirical evidence indicates that perceived interactivity mediates the relationship between actual interactivity and purchase intention, the attitude towards the brand, and the attitude towards the website; additionally, it reveals that age plays a significant moderating role between actual and perceived interactivity. Thus, the mediated moderation model is supported. Furthermore, this paper tackles the implications of the interactivity theory building in the practice of marketing communications and interactive advertising.</p>
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Vashisht, 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.
Повний текст джерелаАнотація:
Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2 (newness: congruent or incongruent) × 2 (game interactivity: high or low) between-subjects measures design was conducted. A total of 224 undergraduate management students participated in the study. A 2 × 2 between-subjects measures multivariate analysis of variance was used to test the hypotheses. Findings Findings show that incongruent-newness results in higher brand recall but less favorable brand attitude. Under incongruent-newness condition, high interactivity results in higher brand recall. However, under congruent-newness condition, both high- and low-interactivity conditions result in similar brand recall. Under congruent-newness condition, high interactivity results in more favorable brand attitude, whereas under incongruent-newness condition, both high- and low-interactivity conditions result in similar brand attitude. Practical implications Developing high brand recall rates and attitudes are the prime goals of advertisers for selecting a medium to promote their brands. This experimental study adds to the knowledge of online media advertising, especially in-game advertising (IGA) as a media-strategy to advertise brands taking newness and game-interactivity factors into consideration. Originality/value From the perspectives of attention, cognitive elaboration, engagement and transportation of experience, this study adds to the literature of IGA by examining the impact of newness and game interactivity.
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Achmad, 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.
Повний текст джерелаАнотація:
Objectives: This study aims to examine the effect of social media advertising values on customer engagement and purchase intention. Despite the unique features of social media ads to generate customer engagement, there is not much research that combines the advertising value model and interactivity component to understand the effectiveness of social media ads.Methodology: Questionnaires were distributed to followers of sneaker brands’ Instagram official account in Greater Jakarta who had bought the sneakers. There were 314 responses analyzed by PLS-SEM to answer the research questions.Finding: The results showed that customer engagement was influenced by credibility, entertainment, and interactivity of the advertisement, which eventually led to purchase intention. Furthermore, entertainment and interactivity advertising values had a direct influence on purchase intention.Conclusion: Brands should create entertaining and interactive ads to trigger engagement with their followers and stimulate their desire to purchase the products. Practical insights are provided based on these research findings.
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Zu, 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.
Повний текст джерелаАнотація:
Today’s society is a society of Internet information, especially the rapid development of new media that is the most distinctive project today. New media has changed the way traditional media are disseminated, and the advertising industry has made new developments with the rapid development of new media, especially with the rise of online advertising, making the dissemination of advertising more influential. In modern advertising information, online advertising has become very influential. This study aims at how to achieve user-matching push and set the right price is the two major problems of Internet advertising push, through the analysis of the emergence and development of network advertising and visual elements in network advertising, starting from the problems appearing in modern online advertisements, and studying the visual communication design in online advertisements. In this paper, a neural network model and a fuzzy comprehensive evaluation decision model are designed; so as to make our online advertisements rich in national characteristics and really cause online users’ active clicks. The experimental results show that the proposed method achieves good results and verifies the effectiveness of the model.
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Vashisht, 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.
Повний текст джерелаАнотація:
Purpose The purpose of this paper is to examine the effect of interactivity and game-product congruence on the players’ feelings of presence and their brand attitude in the context of in-game advertising. Specifically, this research illustrates the conditions under which the brand placements in digital games create attention, engagement, subsequent feelings of presence and brand attitude by drawing the insights from the “limited capacity model of attention,” the “vividness effects theory” and the “transportation theory.” Design/methodology/approach A 2 (interactivity: high or low)×2 (game-product congruence: high or low) between-subject measures design is used. In total, 152 students participated in the study. A 2×2 between-subjects multivariate analysis of variance is used to test the hypotheses. Findings The results reveal that for a high game-product congruent game, high interactivity results in greater levels of feelings of presence than a low-interactivity condition. However, for a low game-product congruent game, both high- and low-interactivity conditions result in the same level of presence. Furthermore, the findings also show that for a high game-product congruent game, high interactivity results in more favorable brand attitude than a low-interactivity condition. On the other hand, for a low game-product congruent game, both high- and low-interactivity conditions result in the same level of brand attitude. Research limitations/implications This paper provides implications for theory as well as practice by providing the empirical evidence of the combined effect of game-product congruence and interactivity on feelings of presence and brand attitude from the perspectives of attention, engagement and transportation of experiences in an emerging marketing context like India. The findings are useful for marketing practitioners in terms of effective in-game advertising, designing and execution. Future research can be conducted by exploring the in-game advertising effects of various other variables, such as product-involvement, game-involvement or game-repetition. Originality/value This investigation contributes to the literature of non-traditional advertising media, specifically to the area of branded entertainment, like brand placements in digital games by examining and exploring the influence of game-specific factors on the players’ feelings of presence and brand attitudes. Moreover, this paper is one of the first to reveal the real-time roles of game-specific factors in creating gamers’ feelings of presence and brand attitude from the perspectives of attention, engagement and transportation of experience in an emerging market context like India.
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Ma, 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.
Повний текст джерела
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Zheng, 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.
Повний текст джерелаАнотація:
The advancement of the digital and network has fostered the rapid growth of new media in people's lives, so that emerging technology has been changing the advertising. For example, the stronger interaction and greater visual impact are required in the process of advertising design, strategy and communication. The change of new media for advertising can be summed up as five aspects: Model, Content, Audience, Interactivity and Standards.
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Geng, 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.
Повний текст джерелаАнотація:
With the vigorous development of the advertising industry, advertising in the era of intelligent media fills all aspects of our lives, and more and more intelligent media are applied to the advertising industry. The current three-dimensional advertising and interactive advertising are too fragmented in form, with three-dimensional advertising having a strong sense of three-dimensionality but lacking interactivity and interactive advertising having strong interactivity but lacking visual attraction. How to integrate 3D advertising and interactive advertising in order to make advertising in the future has greater development potential and market, whether in the visual or interactive experience can attract the target consumers becomes very necessary. It is found that VR technology has a wide range of application prospects, and intelligent media advertising mediated by VR technology follows the trend of advertising industry development. This thesis uses VR (virtual reality) technology as a medium to study the integration of 3D advertising and interactive advertising in the smart media era. In the second phase, the development direction of VR as an advertising medium in the era of intelligent media is identified. The research on the integration of 3D animated ads and interactive ads under VR technology is launched, and the research on 3D stereoscopic and interactive design of advertisements in the era of smart media is a reflection and exploration of the future language of advertising design. And through the comparison with traditional advertising, it is concluded that the aesthetic subject of VR advertising is “polycentric,” the aesthetic object. Then, we analyze the theoretical roots of the formation of the aesthetic characteristics of VR advertising from three levels: media technology, communication theory, and audience psychology. Finally, we return to the general environment of visual culture and explore the deconstruction of visual culture by the aesthetic characteristics of VR advertising in three levels: “symbol collapse,” “audience reshaping,” and “immersive communication.”
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Cassioli, 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.
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Shim, 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.
Повний текст джерелаДисертації з теми "Advertising interactivity"
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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.
Повний текст джерелаАнотація:
We present an early exploration of in-game advertising for virtual reality games. The study investigates what the impacts of interactivity and immersion on consumer learning and game experience are. First, we establish a theoretical grounding for understanding interactivity and immersion in virtual gaming environments. Then, we form a research framework and propose hypotheses around the research question. Next, we report the results of the field research, prototype design, and user study. The prototypes run in mobile browsers and are tested on virtual reality goggles with smartphones attached. Based on the results, we discuss the design of interactivity and immersion, the design’s impacts on consumer learning and game experience as well as the correlation between game experience and consumer learning. The main contributions of the work are an original research framework and a set of design considerations that can be utilized to evaluate and improve the effectiveness of in- game advertisements for virtual reality games.Vi 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.
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Wu, Guohua. "The role of perceived interactivity in interactive ad processing /." Digital version accessible at:, 2000. http://wwwlib.umi.com/cr/utexas/main.
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Liu, 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.
Повний текст джерелаАнотація:
Online 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.
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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.
Повний текст джерелаАнотація:
Thesis (M.A.)--University of Missouri-Columbia, 2005.The 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.
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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.
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Kazeroun, 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/.
Повний текст джерелаАнотація:
This thesis aims to provide an original context for the emergent use of Web 2.0 technologies by brands and their communication agents (advertising, PR and marketing) as they engage consumers in (a branded form of) dialogue. This is achieved by exploring the content and style of brand-consumer communications in Web 2.0 platforms, by appraising advertising discourses in collaborative and interactive environment of Twitter. This study focuses in particular on the use of language and the role that other communicative modes play in Web 2.0-mediated interactions and the possible implications they might have on brand-consumer power relations. This thesis adopts a critical inter-disciplinary approach, and is designed to inform the emerging field of digital commercial communications. More specifically, by applying social and cultural theories of new media with the social Web, this study sets out to contribute to emerging literature and debates on the socio-economic implications of Web 2.0 communications in the context of advertising. Critical theories of advertising and new media have been utilised to shape a framework for analysing communications in collaborative and often interactive digital advertising settings. This, and a body of primary research through first-hand interviews, plus analysis of exemplar of Web 2.0-mediated brand-consumer communications, enables me to consider more broadly the ways in which capitalism has been repositioned within the new digital environment. To achieve this, this study has appropriated two research methods in it’s handling of primary evidence. The first part of analysis appraises eight semi-structured interviews I conducted with digital strategy makers and ‘brand ambassadors’ working within the contemporary international advertising industry, acting on behalf of multinational brands. The second part analyses the content of brand-consumer communications within Web 2.0 platforms, notably Twitter, through four different sectors spanning service, product and cause sectors. Cases are of Starbucks Coffee (fast moving consumer goods), Dell Computers (IT sector), Burberry (luxury fashion) and Yes Scotland (a political cause). The overarching aim is to assess product or service-driven digital advertising strategies that have most effectively exploited (or best lend themselves to) social Web platforms to leverage their ideology and generate social supports. The results of my analysis suggest that although Web 2.0-mediated communications between brands and consumers exhibit some characteristics of participatory culture, the actual nature of the conversational qualities and the types of interaction spans a much wider spectrum. Some discourses are in fact monologue, while others contain consumer-generated responsive dialogue and more proportionate mutual discourse. The latter ultimately contributes in co-creating and shaping discourses that reinforce and stabilise existing hierarchical relations between producers and consumers.
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Coyle, 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.
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Villegas, 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.
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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
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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.
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Previous issue date: 2010-07-21Coordenação 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
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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.
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Dissertação de Mestrado em Comunicação Social – Vertente Comunicação EstratégicaA 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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Книги з теми "Advertising interactivity"
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Graham, Rob. Advertising Interactively. LearningCraft Press, 2003.
Знайти повний текст джерелаЧастини книг з теми "Advertising interactivity"
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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.
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Voorveld, 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.
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Palla, 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.
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Chen, 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.
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Hui, 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.
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The revolution of Social Web and mobile technologies has a tremendous impact on the world today. Noticeably, this revolutionary phenomenon has brought opportunities for companies to reach and communicate with audiences in different ways. This social media-based revolution has largely accelerated the rate at which relationships develop and information is shared. Nowadays, audiences expect to be able to select what they read, and most believe they should be able to contribute content and opinions. Among these changes, there has been a growth in interactivity, which lays emphasis on conversing with audiences rather than merely communicating to them. The understanding of interactivity and associated communication concepts has lagged behind the development of communications technology. This chapter draws on the literature developed in Computer-Mediated Communication (CMC), e-Commerce, and Education, as well as Media, Marketing, and Advertising with the help of tri-dimensional features of interactivity identified as active control, two-way communications, and real-time communications.
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"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.
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Nacaroğlu, 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.
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This study describes the new advertising trend through “influencers,” one of the recently developed advertising applications. It can be said that “apply and buy” is the basic rhetoric of the new trend. This study is theoretically based on the concept of “interactivity.” In order to achieve this interactivity, influencers can be shown as an important advertising trend in the new media. In this study, how the concept of influencers has become the main actor of advertising in new media is discussed. How much and how the product is introduced by influencers, consumer responses, comments, and questions will allow an evaluation of this process. Discourse analysis method will be used in this evaluation. The data obtained will make an assessment of the role of influencers possible in the process of interactivity in advertising.
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Gao, 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.
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This chapter reviews recent studies in the use of Website presentation techniques for commercial Websites. In particular, it examines theoretical relationships between interactivity features and amusement techniques and their potential effects on enhanced visitor experience — more informative and entertaining Websites. Based on literature spanning research in traditional advertising media, Web advertising, user interface design, and human computer interaction, it proposes several theoretical relationships between the use of direct interactive techniques and perceived informativeness and entertainment, and between the use of amusement and humor features and perceived informativeness and entertainment. It suggests multiple future research directions and advocates further explorations that go beyond observational studies to uncover potential causal effects of certain hypermedia presentation techniques, and the combination thereof, on attitudinal and behavioral outcomes.
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"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.
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"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.
Повний текст джерелаТези доповідей конференцій з теми "Advertising interactivity"
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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.
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Contextual mobile advertising, which has the advantages of strong interactivity and immersive experience, will be the development direction of Internet advertising in the future. Although past research has explored the effects of contextual mobile advertising, little research has studied the effect on consumers’ behavior from the perspective of contextual advertising traits. Thus, this study combined the Scene Theory and the Theory of Planned Behavior to construct the model of advertising effectiveness mechanism. By analyzing survey data from a representative sample of 340 mobile consumers, the validity of the model was proved. The results showed that contextual stimulation, contextual interaction, and content accuracy, as contextual factors in mobile advertising, can positively influence consumers’ attitudes toward mobile advertising, which in turn stimulate purchasing intention. The theoretical and practical implications of these findings were also discussed.
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Zhao, 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.
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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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