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首页> 外文期刊>Journal of marketing communications >And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently?
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And now a word from our sponsor: Do consumers perceive advertising on traditional television and online streaming video differently?

机译:现在,来自赞助商的一句话是:消费者对传统电视和在线流媒体视频广告的理解是否有所不同?

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摘要

Despite the increasing popularity of online streaming television (OTV), there is little information regarding how perceptions of the new medium differ from traditional television (TV) viewership. The research employed online interviews among young adult viewers of OTV and traditional TV to determine whether young adult consumers (aged 18-34) regard advertising viewed within online TV programming differently than they regard advertising viewed within traditional TV programming. While advertising has long been accepted by American consumers as a necessary element of most mass communication, this research suggests that viewers of OTV programming do not regard advertising as a means to subsidize the cost of online content. Rather, young adults appear to regard advertising as an intruder in the OTV environment. Furthermore, the results indicate that Ducoffe's Advertising Value model (1995) does not predict attentiveness to advertising viewed within the OTV context. Therefore, while OTV advertising may be held to a higher creative standard than traditional TV advertising, there is no indication that entertainment value contributes to an improved attitude toward advertising in the OTV environment.
机译:尽管在线流电视(OTV)越来越流行,但是关于新媒体的看法与传统电视(TV)收视率有何不同的信息很少。这项研究在OTV和传统电视的年轻成人观看者中进行了在线采访,以确定18岁至34岁的年轻成人消费者对在线电视节目中观看的广告是否与传统电视节目中观看的广告有所不同。尽管广告一直被美国消费者接受为大多数大众传播的必要元素,但这项研究表明,OTV节目的观看者并不认为广告是补贴在线内容成本的一种手段。而是,年轻人似乎将广告视为OTV环境中的入侵者。此外,结果表明,杜科夫(Ducoffe)的广告价值模型(1995)不能预测在OTV环境中观看广告的注意力。因此,尽管可以将OTV广告保持在比传统TV广告更高的创作标准上,但是没有迹象表明娱乐价值有助于提高OTV环境中对广告的态度。

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