دانلود رایگان مقاله لاتین تبلیغات تلویزیون از سایت الزویر
عنوان فارسی مقاله:
مشارکت تبلیغاتی تلویزیون به عنوان حالت غوطه وری و حضور
عنوان انگلیسی مقاله:
TV advertising engagement as a state of immersion and presence
سال انتشار : 2017
برای دانلود رایگان مقاله تبلیغات تلویزیون اینجا کلیک نمایید.
بخشی از مقاله انگلیسی:
2. Theoretical framework and hypotheses
2.1. Defining advertising engagement Spielmann and Richard (2013) note that engagement, a construct developed to understand how communication works upon contact (Calder & Malthouse, 2005), is often confounded with a similar construct, involvement. The situation raises the question: Is engagement a different label for involvement, or are the two constructs conceptually different? In advertising, involvement is viewed as a state variable indicating ad-elicited arousal, interest, or drive levels (Peracchio & MeyersLevy, 1997), or as a moderator (composed of attention and relevance) that influences attitude formation during ad-exposure (Laczniak & Muehling, 1993). Multi-dimensional views of involvement also exist. For example, Celuch and Slama (1998) state that ad involvement consists of affective (e.g., intimacy of ad) and cognitive (e.g., informativeness) dimensions. Spielmann and Richard's (2013) recent study introduces the second-order concept of overall ad involvement, composed of message, media, and creative involvement as first-order constructs. Thus, a relevant question for the present research is: Are any of the involvement constructs similar to what practitioners and academics refer to as advertising engagement? As noted earlier, the emerging literature shows that the conceptual definition of advertising engagement is as varied as that of involvement. Consequently, when it is said, “a viewer is engaged with an advertisement,” it is unclear what being engaged means. Is it represented by focal attention and felt relevance (Wang, 2006)? Is it the physical interactions with the advertisement, such as clicking (Gluck, 2012)? Or, is it reflective of the various elements of the advertisement itself (i.e., message and/or executional characteristics) or the medium of message delivery (Spielmann & Richard, 2013)? Though all of these perspectives are conceptually relevant, this research takes the position that none adequately represents the advertising engagement construct. For example, contextual relevance (Wang, 2006) might be related to being engaged; however, relevance and engagement are not equal. Table 1 presents some of the notable concepts and measures related to ad involvement and engagement.
برای دانلود رایگان مقاله تبلیغات تلویزیون اینجا کلیک نمایید.
کلمات کلیدی:
Turner & 4C Find Television Advertising as Significant Driver of Social ... www.turner.com/.../turner-4c-find-television-advertising-significant-driver-social-me... Mar 2, 2016 - Television Ads Account for 1 in 5 Social Engagements for Brands. ... the impact of television advertising on social media brand engagement across .... staff in 17 worldwide locations across the United States, United Kingdom, ... [PDF]advertising & audiences - Nielsen www.nielsen.com/.../Nielsen_Advertising_and_%20Audiences%20Report-FINAL.pdf AUDIENCES. STATE OF THE MEDIA. MAY 2014 ... TV ad spend on the line, this is a true business imperative. The indisputable fact is that .... such as ad characteristics, program engagement, complementary reach and frequency have on an ... Study: 'TV Ads are Most Effective for Students', But Wait... - State of ... www.stateofdigital.com/student-research-engagement/ Sep 24, 2012 - Research shows that TV Advertising is the most effective advertising towards students, yet other means are more effective. Engagement is the ... This Is How Presidential Campaign Ads First Got on TV - Time Magazine time.com/4471657/political-tv-ads-history/ Aug 30, 2016 - The ads flooding election-year airwaves can be traced back to a fateful ... The flood of advertisements for and against candidates at the local, state and ... Was it a tool for manipulation or an opportunity for civic engagement? Customer engagement - Wikipedia https://en.wikipedia.org/wiki/Customer_engagement Customer engagement is a business communication connection between an external ... It was also defined as "a psychological state that occurs by virtue of .... The increasing ineffectiveness of television advertising is due to the shift of ... Adidas says it's ditching TV advertising because young people ... www.businessinsider.com/adidas-says-its-ditching-tv-advertising-because-young-peop... Mar 16, 2017 - Digital engagement is key for us — you don't see any TV advertising any ... While Adidas looks to be ditching TV advertising in favor of digital, ... Education State University | Cable Television and Online Advertising ... www.coxmedia.com/.../targeted-cable-and-online-advertising-increases-awareness,-enga... Case Study: Wichita State's "Do More, Be More" campaign came to life through ... Targeted Cable and Online Advertising Increases Awareness, Engagement ...
