{"product_id":"impact-of-new-advertising-formats-on-interactive-digital-television-von-veroline-cauberghe","title":"Impact of New Advertising Formats on Interactive Digital Television","description":"\u003cp\u003eDigitalization is changing the media landscape by  blurring the lines between existing media.   Interactive, Digital TV (IDTV) is an outcome of this  convergence by merging traditional broadcasting and  digital technology. Although IDTV imposes severe  threats for advertising professionals in terms of ad  skipping, it also offers many new advertising  opportunities.  This book gives an overview of different advertising  effectiveness studies in which the impact of new  IDTV advertising formats such as the dedicated  advertising location, on screen banners,  advergames,... are investigated. The impact of  several moderating and mediating variables are  investigated more closely.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783838325750\"\u003e\u003ch3\u003eAdvertiser and Consumer Perspectives\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783838325750","offer_id":39499051171933,"sku":"9783838325750","price":79.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/74eca232-8547-43f3-91e2-4b9efdca34b2.jpg?v=1775194402","url":"https:\/\/shop.autorenwelt.de\/products\/impact-of-new-advertising-formats-on-interactive-digital-television-von-veroline-cauberghe","provider":"Autorenwelt Shop","version":"1.0","type":"link"}