Abstract:Chapter 3 Advertising in the World of New Media Scott Berg, Scott BergSearch for more papers by this author Scott Berg, Scott BergSearch for more papers by this author Book Editor(s):Bobby J. Calder, ...Chapter 3 Advertising in the World of New Media Scott Berg, Scott BergSearch for more papers by this author Scott Berg, Scott BergSearch for more papers by this author Book Editor(s):Bobby J. Calder, Bobby J. CalderSearch for more papers by this author First published: 02 January 2012 https://doi.org/10.1002/9781119198154.ch3 AboutPDFPDF ToolsRequest permissionExport citationAdd to favoritesTrack citation ShareShareShare a linkShare onFacebookTwitterLinked InRedditWechat Summary Television is undisputedly the most effective mass-market marketing vehicle and will maintain that title for many years to come, if not forever. However, marketing itself has changed with the advancement of technology and development of new advertising mediums. Consumers have begun to interact with brands through web sites and online ads and have trained themselves to use the internet for transactions. The subsequent challenge has been to use those lessons from the internet and aim to increase viewer engagement in the most powerful medium, broadcast TV. This chapter uncovers the latest efforts around interactivity through the TV industry. It explores the ability of wired home that became a major driving force in the efforts to develop functional extensions for programmers and advertisers. Finally, the chapter presents the advertising benefits of interactivity and their associated lift in engagement. Kellogg on Advertising & Media: The Kellogg School Of Management RelatedInformationRead More
Publication Year: 2015
Publication Date: 2015-09-26
Language: en
Type: book-chapter
Indexed In: ['crossref']
Access and Citation
AI Researcher Chatbot
Get quick answers to your questions about the article from our AI researcher chatbot