Arroyo-Cañada, F.J. y Gil-Lafuente, J. (2012). Considerations of Interactive Digital Television as Advertising Media. Journal of Promotion Management, 18(3), pp. 306-318.


Abstract


In the context of technological convergence between television and Internet, users can access a multitude of audiovisual contents in television sets or by searching on line. This article attempts to analyze advertising effectiveness in this new context. The objective of this research is verifying that interactive advertising formats in television are more effective than non-interactive formats to inform, persuade and remember. This study reveals that interactive advertising formats add efficacy to media to inform and remember, highlighting the interactive spot, the TV site and the microsite.

Keywords: advertising effectiveness, advertising formats, convex weighting, fuzzy subset, relative hamming distance, interactive advertising television.