haku: @author McCann, K. / yhteensä: 3
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| Tekijä: | Ha, L. McCann, K. |
| Otsikko: | An integrated model of advertising clutter in offline and online media |
| Lehti: | International Journal of Advertising
2008 : VOL. 27:4, p. 569-592 |
| Asiasana: | advertising models |
| Vapaa asiasana: | media |
| Kieli: | eng |
| Tiivistelmä: | Concerns about advertising (here as: adv-g.) clutter (as: adv-cl.) in the online media environment are raised due to the rapid growth of online adv-g. Proposed is an integrated model of adv-cl. addressing the unique characteristics of the online media environment. Reviewed are the functional, structural and information processing approaches to adv-cl. These approaches are integrated into a new comprehensive framework explaining consumer response to adv-cl. by differentiating consumer-centred analysis from media-centred one. The differences btw. online and offline media are compared as to audience control and advertiser control. As mediating factors affecting the perception of and the response to adv-cl. are introduced the attitudes towards adv. in general and in specific media contexts, and task orientations. The paper offers a set of propositions on the factors affecting perception of (as: p-of) adv-cl., the relationship btw. physical characteristics and p-of adv-cl. etc. |
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