Arroyo-Cañada, F.J. y Gil-Lafuente, J. (2011). Fuzzy logic analysis of effectiveness of the Internet advertising formats in interactive television. Scientific and Theoretical Journal of the Belarusian State University, Series 3(1), pp. 92-96.


Abstract

In a context of technological convergence, the users indistinctly can accede to audiovisual contents through the television and Internet.
The object of present work is evaluating the effectiveness of the Internet advertising formats in Interactive Television.
The new techniques derived from multivalent logic are an interesting alternative for decision making through order versus classical methods. Therefore, after the treatment of subjective expert input the results reveal that Internet advertising formats are not effectiveness in Interactive Television and it is necessary adapt them for improve the effectiveness of this formats to inform, persuade and remember.

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.