Citation

Effectiveness of Digital Video Advertising in Experimental Setting

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

Digital video advertising is one of the fastest growing areas of interactive advertising in the industry; though there is limited understanding of this field due to little academic research. The present study is meant to explore the effectiveness of interactive advertising in order to predict the effectiveness of digital video advertising, while gaining an understanding of the influence of digital advertising formats, and user-mode’s impact on users’ brand awareness and attitudes toward to advertising.

Most Common Document Word Stems:

advertis (135), ad (124), video (106), linear (57), digit (57), effect (49), mode (42), research (41), studi (39), user (36), journal (35), roll (33), content (30), particip (30), 2 (29), non (28), pre (27), 1 (27), attitud (27), viewer (25), overlay (25),
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Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p670597_index.html
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MLA Citation:

Yang, Xiyao. and Yoon, Doyle. "Effectiveness of Digital Video Advertising in Experimental Setting" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC, Aug 08, 2013 <Not Available>. 2018-08-30 <http://citation.allacademic.com/meta/p670597_index.html>

APA Citation:

Yang, X. and Yoon, D. , 2013-08-08 "Effectiveness of Digital Video Advertising in Experimental Setting" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Renaissance Hotel, Washington DC Online <APPLICATION/PDF>. 2018-08-30 from http://citation.allacademic.com/meta/p670597_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: Digital video advertising is one of the fastest growing areas of interactive advertising in the industry; though there is limited understanding of this field due to little academic research. The present study is meant to explore the effectiveness of interactive advertising in order to predict the effectiveness of digital video advertising, while gaining an understanding of the influence of digital advertising formats, and user-mode’s impact on users’ brand awareness and attitudes toward to advertising.


Similar Titles:
“What is it Good for? Absolutely Nothing!?” Comparing Attitudes and Expectations of Journalists and Users Towards Audience Participation in News Journalism


 
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