Advertising in Interactive Television:: How Audiences’ Interactions with Ads Affect Perceptions of Programs and Brands - Softcover

Lee, Joohyun

Softcover

ISBN 10: 3846516465 ISBN 13: 9783846516461

Publisher: LAP LAMBERT Academic Publishing, 2011

Synopsis

Consumers are passively exposed to most commercials in a conventional television environment unless they take active steps to avoid them. On the contrary, interactive product placements (iPPL) in an interactive television (ITV) environment would deliver the advertising message only upon the consumer’s request. Traditional product placements (PPL) aim to put the audience in contact with the advertiser’s brand through simple exposures, so traditional PPL studies focus on the effect on the consumer’s memory. This dissertation recognizes that the iPPL can generate actual interactions from the consumer while watching the program, and examines how the iPPL and its interactive natures can change the audience’s consumption patterns of programs and the advertising effectiveness in an ITV environment. The primary purpose of this dissertation is to predict the types of products, programs, and audiences that would generate improved effectiveness of iPPL before ITV becomes widely diffused.

About this title

About the Author

Dr. Joohyun Lee has obtained his PhD degree in Interactive Advertising in 2003. After publishing several articles on advertising theories he has worked in the advertising industry focusing on "consumer interactions." Now he is a consultant in social media marketing, and is running a startup venture to build new social marketing platforms.

Edition details

• Publisher: LAP LAMBERT Academic Publishing
• Publication date: 2011
• Language: English
• ISBN 10: 3846516465
• ISBN 13: 9783846516461
• Binding: Paperback
• Number of pages: 216