인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
이용수
초록· 키워드
The purpose of this study is to investigate the controversial issues and future research agendas for interactive television advertising focusing on the components of interactivity. Studying interactivity in interactive TV, which has been studied in the area of internet, will not only contribute to the expansion of interactive advertising in the academic aspect but also to the more effective establishment of interactive TV advertising strategies for the practitioners.
The results showed that the previous research concerning the effectiveness of interactive television advertising lacked sophistication in the area of components of interactivity, mediating variables of advertising effects, diversification of dependent variables of advertising effects, consideration of interactive activities, and application of proper methodological procedures. Therefore, this research tried to provide answers for these research problems and suggest desirable ways of future research on the effectiveness of interactive television advertising.
상세정보 수정요청해당 페이지 내 제목·저자·목차·페이지The results showed that the previous research concerning the effectiveness of interactive television advertising lacked sophistication in the area of components of interactivity, mediating variables of advertising effects, diversification of dependent variables of advertising effects, consideration of interactive activities, and application of proper methodological procedures. Therefore, this research tried to provide answers for these research problems and suggest desirable ways of future research on the effectiveness of interactive television advertising.
정보가 잘못된 경우 알려주세요!
목차
- Ⅰ. 문제제기 및 연구목적
- Ⅱ. 기존 연구의 현황과 문제점
- Ⅲ. 인터랙티브 TV 광고 연구의 바람직한 방향
- 참고문헌
- 〈Abstract〉
참고문헌
참고문헌 신청최근 본 자료
UCI(KEPA) : I410-ECN-0101-2009-305-019544984
