La pubblicità interattiva nella televisione digitale. Profili di un'innovazione tecnologica e comunicativa
Journal title MERCATI E COMPETITIVITÀ
Author/s Maria Vernuccio, Massimiliano Silenzi
Publishing Year 2008 Issue 2007/4
Language Italian Pages 27 P. 131-157 File size 88 KB
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Interactive advertising for digital television: the profile of a technology and communications innovation ABSTRACT: Advertising, the key tool of the communication mix, and Television, the main means for mass communication, are the major players of a media-morphosis driven by digitalization. Within the current digital evolution context, this study describes the radical change of Television advertising under a technological, communications and marketing point of view. This research first analyses the scenario of digital television, examining key aspects of the technological evolution and the resulting impact on communication models. In light of these dynamics and by integrating in depth interviews and case study analysis, the research outlines the new forms of interactive advertising also in terms of their innovative approach and their value added to marketing processes. Keywords: innovation, interactivity, digital television, communication models, interactive advertising.
Maria Vernuccio, Massimiliano Silenzi, La pubblicità interattiva nella televisione digitale. Profili di un'innovazione tecnologica e comunicativa in "MERCATI E COMPETITIVITÀ" 4/2007, pp 131-157, DOI: