Дисертації з теми "Advertising interactivity"

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.

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.

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.

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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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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Coordenação 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

Dissertação de Mestrado em Comunicação Social – Vertente Comunicação Estratégica
A 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.
N/A

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We live in a post-modern world. As such, this world features countless characteristics that can be noticed in the various aspects of the contemporary society. One of them is advertising. Therefore, this work will focus on some of the characteristics of the postmodernity applied to the context of advertising. Objectively, this application is named here as the use of specific characteristics of printed media. This dissertation discusses, thus, the creative strategy that uses the specific characteristics of printed media (newspapers and magazines) in the language of advertising. Specific characteristics are understood as the physical elements of newspaper and magazine support, such as paper grammage, book spine, the staples of a magazine, etc. used in ads. Therefore, this work highlights ads in newspapers and magazines with an unusual format, that is, which go beyond the mainstream format of ads. This creative strategy makes use of several characteristics of post-modernity that are analyzed in the selected corpus, composed by more than a hundred ads. In a certain historical moment, the use of this creative strategy becomes frequent, influenced by several factors that are studied considering the evolution of printed ads in Brazil. Finally, with a methodology that systematizes common aspects in a group of possibilities, a taxonomy that considers the different specifications for the use of newspapers and magazines; the production factors; the creative resources and the exploration of the senses.
Vivemos num mundo pós-moderno. Como tal, este mundo apresenta inúmeras características que podem ser verificadas nos muitos aspectos da sociedade contemporânea, um deles é a publicidade. Assim, este trabalho vai focalizar algumas das características da pós-modernidade aplicadas ao contexto da publicidade. Objetivamente, essa aplicação foi aqui denominada de uso das características específicas do meio impresso. Esta dissertação discute, portanto, a estratégia criativa que usa as características específicas dos meios impressos jornal e revista no discurso publicitário. Como características específicas vamos entender os elementos físicos do suporte jornal e revista, como a gramatura do papel, a lombada, os grampos de uma revista etc. usados no anúncio publicitário. O trabalho destaca, portanto, a publicidade veiculada em jornais e revistas com formato diferenciado, ou seja, que extrapola o formato padrão de anúncio. A estratégia criativa em questão utiliza várias características da pós-modernidade que são analisadas no corpus selecionado, composto por mais de cem anúncios publicitários. Em determinado momento histórico, o uso desta estratégica criativa torna-se freqüente, por influência de vários fatores, que são estudados considerando a evolução do anúncio publicitário impresso no Brasil. Por fim, através de uma metodologia que sistematiza aspectos comuns em um conjunto de possibilidades é apresentada uma taxionomia que considera as diferentes especificidades de aproveitamento do meio jornal e revista; os fatores de produção; os recursos criativos e a exploração dos sentidos.

碩士
國立臺灣大學
資訊管理學研究所
99
This study examines how the three dimension of interactivity (control, direction of communication and synchronicity) affect online users'' information seeking process. We also take a situational factor, web-surfing purpose (utilitarian vs. hedonic) into account, to distinguish if there is a moderating effect on the online users'' involvement. The experiment in this study was conducted with a 2 (control: high/low) × 2 (direction of communication: two-way/one-way) × 2 (synchronicity: high/low) × 2 (web-surfing purpose: hedonic/utilitarian) between-subjects factorial design. The empirical results revealed that all of the three dimensions of interactivity significantly increased online users'' involvement. Furthermore, online users'' web-surfing purpose moderated the effects of these three dimensions. Control and synchronicity had stronger effects on consumer’s involvement for utilitarian users than for hedonic users. In contrast, direction of communication had stronger effects for hedonic users than for utilitarian users. Finally, the empirical results of this study provided companies useful suggestions regarding strategies of using the most suitable feature of interactivity when designing a website.

碩士
國立臺中技術學院
多媒體設計研究所
94
The main purpose of this study is to explore the application of interactivity and metaphors in internet advertising. Our study involves two stages. It begins with the formulation of a set of guidelines for designing advertisements, using a review of relevant studies in literature and an examination of representative cases, followed by the development of actual advertisements for use in practical explorations. The first stage of interfaces, interactive designs and other relevant concepts in internet advertising, in order to establish a framework for analyzing metaphors in internet advertisements. We then employ the guidelines in this framework to analyze and interpret the implicit messages and metaphors in several representative cases from recent award-winning internet advertisements. In the second stage, we use results obtained from the first stage to develop two experimental advertisements with different interactivity, and use them to conduct user surveys for our formulations. We use online questionnaires to perform a quantitative analysis of the effect of internet advertising on user attitudes, in the presence or absence of interactivity. Results indicate that users have a positive attitude toward internet advertising which utilizes both metaphors and interactivity.

碩士
世新大學
企業管理研究所(含碩專班)
101
Wireless networks developed with the rapid spread of mobile devices, to have one's smartphone or tablet PC, the user's life is indispensable. Marketers Through this broader marketing tools, without time and space constraints, more close to the consumer. Users face when using mobile devices of different types of mobile advertising, there will be what kind of reaction? In smart phones and tablet PCs appear to hold the current high rates to mobile ads on mobile devices as the theme of academic research is still emerging themes. Therefore, this research theme in mobile advertising, mobile advertising content informative, entertaining, and interference with the action value of advertising and interactive for users of mobile devices for mobile ad clicks intention. In this study, there are five main issues: 1. Whether the content of mobile ads affects their advertising value? 2. Whether the content of mobile ads affect ad clicks for mobile device users wishes? 3. Mobile advertising value, whether positive influence mobile device users to click on your ad wishes? 4. Mobile ads are enhanced interactive ad content for mobile advertising value of? 5. For interactive mobile ads would not affect the value of advertising to mobile ad click wishes? The present study questionnaires collected 268 valid questionnaires were analyzed result, mobile ad content, informative and entertaining a positive effect on the value of advertising, but the interference does not affect the value of advertising. Mobile ad content, only entertaining right click wishes have a positive impact, informative and interference does not affect the user clicks on mobile ads will. The interactive mobile ads will not strengthen the impact of the value of the contents of the advertisement; it will not strengthen the value of advertising on click intention.

碩士
國立中山大學
傳播管理研究所
95
With the keen competition of the same product, consumers have many products to choose, so that many promotional activities are held to raise the market share. However, almost consumers are aware of the promotional activities through an advertising, such as a banner on the portal site. Indeed, we all see these kinds of advertisings in our life. Thus, promotional message is an advertising to a consumer, and it is also an advertising which combines promotion and advertising. That why I measure the promotion effects on the Internet according to the advertising effects. First of all, I want to know how the two kinds of promotions which are called price-promotion and non-price-promotion to affect the advertising effects. Secondly, I want to know how the interactivities which only exits on the Internet to affect the advertising effects. Finally, I use product brand image as a moderating variables to know how it affect consumer behavior. Between-subject factorial design, price-promotion and non-price-promotion arrange in pairs content-interactivities and non-content-interactivities arrange in pairs functional brand image and symbolic brand image is employed in my study. I pick up 240 students of NSYSU in convenience, and these students are divided into eight groups, and each group contains 30 students. The results show that: Two kinds of promotions will affect advertising effects. Interactivities will affect advertising effects. Brand image has moderate effect to the relationship between promotion and advertising. Finally, Brand image has no moderate effect to the relationship between interactivities and advertising.

Advertising is the centre of numerous studies due to it central role in business, however it remains quite static amidst revolutionary consumer shifts towards digital consumption. While consumers are active online, advertising budgets are not being focused towards new media. This study uses structural equation modelling to show that marketers are acting as gatekeepers to investment, as their perceptions are affected by factors driven by external conditions, the influence of others, as well as their own internal beliefs and attitudes. Copyright
Dissertation (MBA)--University of Pretoria, 2011.
Gordon Institute of Business Science (GIBS)
unrestricted

碩士
長庚醫學暨工程學院
管理科學系
85
Title of Thesis: Advertising in WWW HypermediaComputer-Mediated Environment Including the Characteristics of Interactivity and Personalized Profile: A Study of Advertising Effect.Key word: Advertising - Interactivity - Personalized ProfileName of Student: Huang, Lun-Yu Advisor :Dr. Chen, Heng-Yi Dr. Chan, Chin-HorngAbstract:This research concerns the performance of advertising in hypermedia computer-mediated environment(CMEs). By comparing the WWW hypermedia environment with traditional media, the WWW medium has the characteristics of interactivity and personalized profile at the same time. It can combine elements from a variety of traditional media, yet is more than the sum of the parts. On the other words, the new interactive media can combines properties of mass(impersonal) and face-to-face(personal) communication channels and transmits dynamic and static message to customer. Thus, advertising strategy on the WWW must account for both short-term (as broadcast media provide relatively short-term exposure with low information content) and long-term (as print media provide relatively long-term exposure with high information content) exposure.By using the laboratory experimentation, the author can conduct different characteristics of interactivity and personalized profile into different experimental groups and get more clear relationship between the independent variables and dependent variables. The results suggest that:1. If the advertising (Home Pages) includes the characteristics of interactivity and personalized profile, the performance of advertising will be better than that do not. Especially, the recall of message increased obviously.2. The higher involvement with experimental product will appear better performance of advertising than lower involvement.3. The performance of advertising on WWW is affected by the involvement-with-products and the need-for-cognition.Therefore, if we can track the behavior of customers and record the mental constructs and characteristics of customers, we will have the abilities to arrange different advertising exposure for every customer(one- to-one marketing). The WWW medium with the abilities of information technology, hypermedia, and database marketing can reach the function of one-to-one marketing through the characteristics of interactivity and personalized profile. And it would have the chance to get better performance of advertising.

碩士
國立臺灣科技大學
設計研究所
89
How the interactivity and richness (including graphics and sound effects) of an internet-based advertisement affect its advertising effectiveness is one of the issues that draw much interests from many researchers. Due to the lack of clear definitions about the level of interactivity or the degree of richness, the conclusions obtained in the researches could not be easily interpreted. This research defines three levels (low, medium and high) of interactivity, distinguishes among four levels (text, static graphics, GIF animations, and Flash animations) of graphic richness, and separates whether sound effects are present or not. A fractional factorial design, with sixteen landing pages that represent different combinations of the levels of three factors (interactivity, graphic richness, and sound effect), is employed to study the factors’ relative contributions to advertising effectives. The advertising effectiveness is evaluated in four aspects — the recall of advertising messages, the valuation of advertisement, the intent of purchase, and the viewing time. A total number of 101 subjects participated in the survey. The results from this research show that, in general, the higher the level of graphic richness, and the higher the level of interactivity, the better the advertising effectiveness. In terms of recall of advertising messages, advertisements with low level of interactivity produce better results than those with high level of interactivity. However, a high level of interactivity entices the subjects to spent significantly longer time in viewing the advertisement (but not remembering the text messages), and seems to have much influence on the final selection of the actual product.

Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Information Systems and Technologies Management
Mobile advertising has seen explosive growth in the last decade. Advertising delivered on a mobile devices account for the majority of total internet advertising revenues. There is a pressing need for researchers to better understand what makes mobile advertisements successful. For this purpose, I propose a conceptual model that encompasses Ducoffe’s web advertising model, interactivity and flow experience theory. Based on the data collected of 208 respondents through an online survey, I empirically tested the conceptual model using partial least squares method (PLS-SEM). The results suggest that perceived advertising value and flow experience are positively associated with consumers’ purchase intention, which is consistent with previous studies. The findings also contribute to the existing mobile advertising literature by exploring perceived interactivity as an antecedent to flow experience. When exposed to mobile advertisements, consumers’ state of feeling in control coupled with the ability to instantly receive feedback from the advertiser seems to facilitate a flow state, which in turn increases the purchase intention.

In the current media environment, consumers have access to a wide variety of content at little to no monetary cost, with many content providers having adopted advertisement sponsored business models. Indeed, advertising is nearly ubiquitous online, with consumers indirectly paying for website access via their exposure to advertisements. As researchers have demonstrated that consumer negativity towards advertising can spill over onto their perceptions of the media vehicle, content providers must aim to strike a balance between maximising advertisement revenue and providing value to consumers in order to ensure continued visits. Yet, it is argued here that by hosting valuable advertising, for example those advertisements that provide consumers with information or entertainment, it is possible that the negative effect of advertisements identified in the literature is not only negated but that the advertisements themselves could contribute towards consumer value derived from the media vehicle. This dissertation examines how valuable advertisements can affect consumer perceptions of the value derived from a media vehicle. It proposes that informative or entertaining advertisements contribute to website value, and examines mechanisms by which this can occur, with a particular focus on advertisement exchange value (AEX) and cognitive effort. AEX captures consumer perceptions of the exchange fairness between themselves and advertisers, and is examined in this research as a mediator between advertisement value and consumer perceptions of the value derived from the media vehicle. Similarly, advertisement value is argued to reduce the cognitive effort required in website use through the provision of information and entertainment, and in doing so indirectly influences media vehicle value. Finally, the role of consumer motivations for website use are examined as moderating the effects of advertisement value on media vehicle value perceptions. This research incorporates two phases, namely an exploratory experiment that leads into a field study. The experiment allowed for controlled testing of the effects of advertisement value on media vehicle value perceptions, as well as the indirect effects through the abovementioned mediators. The results confirms that while irritation with advertising negatively influences the value derived from a media vehicle, the information and entertainment value of an advertisement positively influence the utilitarian and hedonic value a consumer derives from a website. In addition, the consumer’s overall perceptions of the website as a service also benefits from advertisement value. These findings provided a foundation for a field study utilising an online survey to explore consumer perceptions of websites that they have visited and the motivations driving their use of these websites. The second study contributes towards a more complete understanding of the effects of advertisement value on media vehicle value in a number of ways. Replicating the study in a field setting allows for a more robust overall conclusion that valuable advertising has a positive effect on the value a consumer derives from a media vehicle. Additionally, the inclusion of consumer motivations for website use as a moderator provides insights into the importance of identifying what drives content consumption, and how advertising can aid in fulfilling a consumer’s content needs. Across both studies, AEX and perceived cognitive effort are highlighted as significant mechanisms through which advertisement value can influence a media vehicle value. In conclusion, this research contributes to advertising knowledge by exploring the effects of advertisement value on the media vehicle in a novel manner. With existing literature having an extensive focus on the negative influence of advertisements, this study is unique in examining the specific influence of advertisement information and entertainment value on the value derived from a media vehicle. It is also the first to explore how valuable advertising can have a positive effect on the perceived cognitive effort required in website use, as well as the perceived fairness of exchange. With consumer attention to advertising the currency of the online environment, the importance of valuable advertising is demonstrated in its effects on consumer perceptions of the value they derive from a website. These findings support calls for the need to understand the flow on effects of advertising, as well as provides practical implications for practice by giving managers guidance on the importance of focussing on the quality of advertisements hosted and not just the quantity.
Thesis (Ph.D.) -- University of Adelaide, Business School, 2016.

碩士
輔仁大學
企業管理學系管理學碩士班
106
The purpose of this study is to discuss the impacts of storytelling marketing (narrative / non-narrative) and website interactivity (high / low), and cause-related marketing (high / low) on the advertising effectiveness about the stray dog issue in social media marketing. An experimental method was used in this study, and data were analyzed by performing 3-way ANOVA. There are some findings in this study: (1) narrative ads has higher advertising effectiveness than non-narrative ads; (2) high web interactivity ads has higher advertising effectiveness than low web interactivity ads; (3) high cause-related marketing ads has higher advertising effectiveness than low cause-related marketing ads; (4) under high web interactivity ads, narrative ads has higher advertising effectiveness than non-narrative ads. (5) under high web interactivity ads, high cause-related marketing ads has higher advertising effectiveness than low cause-related marketing ads. (6) under narrative storytelling, high cause-related marketing ads has higher advertising effectiveness than low cause-related marketing ads. (7) under non-narrative storytelling, high cause-related marketing ads and low cause-related marketing ads have no differences in the advertising effectiveness.

The Thesis maps the Czech tablet magazine market tablet and describes possible approaches to tablet magazines' creation and distribution. First chapter outlines the historical timeline of tablet magazines development both in the Czech Republic and abroad, and maps the current situation of the Czech market. The chapter defines a concept of "strictly tablet magazine" and presents possible approaches to a production of such magazines. The following chapter analyses the concept from the new media theory point of view. The last chapter focuses on a comparison and critical evaluation of differences between variants of tablet magazines (strictly tablet magazines versus tablet editions of print magazines), with emphasis on advertisement and interactivity. Keywords: tablet magazine, tablet, magazine, advertising, interactivity

Dissertação de mestrado em Marketing e Estratégia
O fenómeno das redes sociais tem permitido às marcas usarem também este meio para comunicarem com o consumidor, nomeadamente através de técnicas publicitárias. Contudo, nem sempre as marcas sabem criar e desenvolver as suas campanhas de comunicação com narrativas publicitárias nas redes sociais, uma vez que estas redes possuem caraterísticas muito específicas como a necessidade quase imediata de uma comunicação bidirecional entre marca e consumidor, onde este urge de respostas rápidas num espaço onde a propagação da informação tem um alcance muito grande, bem como a adaptação às narrativas que este espaço coloca às pessoas, dado que a questão tempo assume um papel preponderante onde as histórias têm de se prolongar no tempo. Considerando estas mudanças no meio privilegiado de comunicação publicitária, encontra-se um gap que consiste em perceber se as práticas criativas nas redes sociais se adequam a essa mudança de paradigma que as narrativas publicitárias devem conter. O objetivo deste estudo consiste em identificar junto de agências de publicidade portuguesas novas práticas criativas nas redes sociais, assim como identificar os desafios e obstáculos para os profissionais dessas agências. Através de quinze entrevistas semiestruturadas em profundidade, percebe-se que as marcas têm vindo a mudar a sua comunicação recorrendo a várias práticas e formatos com maior engagement, como é o caso do storytelling e dos videocast. Com o aparecimento do digital e das redes sociais o contexto mudou, os consumidores assumem um papel preponderante na comunicação podendo escolher de forma interativa o enredo e desfecho das histórias. Assiste-se a um contexto humano no qual é exigido às agências uma capacidade elevada para criar histórias que chamem à atenção dos consumidores e que permitam às marcas, com recurso a novos formatos, ultrapassar o principal desafio que lhes é colocado da visibilidade, de se destacarem das restantes marcas e conseguirem um espaço na mente dos consumidores, bem como o obstáculo inerente à imprevisibilidade do comportamento dos consumidores. Com esta investigação sobre as narrativas publicitárias nas redes sociais, focando a mudança de paradigma das práticas criativas das agências de publicidade portuguesas, mostra-se como a mudança de paradigma está a afetar as práticas criativas dos publicitários descrevendo os principais obstáculos e desafios nesta matéria.
The social media phenomenon has allowed brands to use this means to communicate with the consumer and advertise their name. However, brands do not always know how to create and develop their own communication campaigns with advertising storylines in social media. Said media tends to have very specific characteristics, such as the need to have an immediate, bidirectional communication between the brand and the consumer, where answers must be given in a short amount of time in a setting of wide range of information spread, or the adaptation to these advertising storylines, once time assumes a preponderant role given these stories have to extend themselves through time. Considering these changes in the privileged means of advertising, there is a gap that consists on trying to understand if these creative practices in the social media are adequate to this shift of paradigm that advertising stories should contain. The objective of this study is to identify, alongside Portuguese advertising agencies, new creative practices to use in social media, as well as identifying the challenges and obstacles that their employees face. Through fifteen in-depth interviews, it was possible to understand that brands have been changing their communication methods using various practices and formats with more engagement, as is the case of storytelling and videocasting. With the emergence of digital and social media the context has changed: the consumers play a key role in the communication, as they are able to interactively select the plot and the outcome of the stories. We are witnessing a human context in which agencies are required to have a well-versed ability to create stories that draw the attention of consumers and that enable brands, by making use of new formats, to overcome the main challenges that they are faced with: stand out from other brands and conquer a place in consumers’ minds, as well as the obstacles inherent to the unpredictability of their behaviour. With this research on advertising narratives in social media, focusing on the changing paradigm of creative practices of the Portuguese advertising agencies, it is possible to show that this shift is affecting the creative practices of advertisers, and identify the main obstacles and challenges in this matter.

Orientação: Ivone Marília Carinhas Ferreira da Silva
O presente estudo enquadra-se no âmbito do marketing e da publicidade. Centrados na publicidade interativa em novas plataformas que é suportada pela constante inovação vivida pelos media visuais, procuraremos averiguar de que forma a existência de novas plataformas encoraja criativos, empresas e cidadãos anónimos a buscarem novas formas de promover bens e serviços, potenciando a proximidade entre marca e consumidor na era do consumidor-produtor. O projeto de investigação aqui desenvolvido inclui a análise de seis anúncios publicitários interativos, difundidos em diversos suportes, com o intuito de encontrar uma linguagem ou estratégia comum a todos eles, para melhor conhecer os formatos publicitários que agora se inauguram.
This study fits within the marketing and advertising fields. Focusing on interactive advertising on new platforms, supported by the constant innovation experienced by visual media, we seek to discover how the existence of new media platforms encourages creative, citizens and enterprises to seek new ways to promote goods and services, fostering closeness between brands and consumers in the era of the consumer-producer. The research project developed here includes the analysis of six interactive advertises, broadcasted in various media, trying to find a common language or strategy to all of them, in order to know more about advertising formats now being inaugurated.

碩士
長榮大學
經營管理研究所(博)
95
Because of the development of network technology, the commercial potential of internet advertising is bottomless. Internet advertising includes various categories, among others, web-site advertising can help enterprises promote corporate image, show corporate products, and even reach the objective of online trading. Whereas interactivity is an important advantage for web-site advertising to attract consumers, this thesis will use the method of content analysis to investigate the advertising interactivity of several main enterprise web sites in Taiwan and the United States. The interactive functions are categorized into three dimensions: consumer-message, consumer-marketer, and consumer- consumer interactivities. Cultural difference criteria of high versus low context, power distance, and individualism-collectivism are used to explain the differences of interactivity between these two countries. To compare the interactivity degree of web-site advertising, the interactivity functions are also classified into five levels of interactivity. According to an analysis of 162 web-sites in Taiwan and the United States, the findings indicate that web-site advertising in different cultures will exhibit significantly different degrees of interactivity. The U.S. web-sites tend to emphasize consumer-message and consumer-marketer interactivity functions, which imply Western culture characters: low context and high power distance. However, Taiwanese web-sites highlight consumer-consumer interactivity functions, which imply the Eastern culture character: collectivism. In addition, the more complete the interactive functions are, the higher the level of interactivity will be. Both the completeness of interactivity functions and the interactivity level for the U.S. web-sites are higher than their Taiwanese counterparts. It seems that the U.S. web-sites own more competitive advantages in the internet market. In summary, the interactivity of web-sites is indeed influenced by different cultures. The present findings suggest that it would be better for global marketers to take localization approaches in their web-sites based on the local culture.