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.

La pubblicità interattiva nella televisione digitale. Profili di un’innovazione tecnologica e comunicativa / Vernuccio, Maria; M., Silenzi. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - STAMPA. - 4:(2007), pp. 131-157.

La pubblicità interattiva nella televisione digitale. Profili di un’innovazione tecnologica e comunicativa

VERNUCCIO, Maria;
2007

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.
2007
innovation; digital TV; interactive advertising
01 Pubblicazione su rivista::01a Articolo in rivista
La pubblicità interattiva nella televisione digitale. Profili di un’innovazione tecnologica e comunicativa / Vernuccio, Maria; M., Silenzi. - In: MERCATI E COMPETITIVITÀ. - ISSN 1826-7386. - STAMPA. - 4:(2007), pp. 131-157.
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/128687
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