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Inhaltsangabe
As a result of constant and overwhelming exposure to the modern consumer, traditional advertising has endured intense scrutiny due to its intrusive nature. It has therefore become necessary to be innovative in enticing and involving the consumer. Personalized advertising is a recently developed platform that can revolutionize the manner in which individuals are approached and in turn lead to a paradigm shift in the way advertising is developed. This paper presents the cutting-edge approach of personalization in interactive media utilizing a format which draws upon information such as demographics, psychographics, personal preferences, consumer clustering, and new opportunities in mobile space to create an advertisement targeted and tailored to individual consumers. In this context, this paper will initially discuss issues related to the provision and implementation of personalized advertising in mediums such as the Web, digital TV and mobile phones. Subsequently,personal research conducted via a statistical survey will analyze and comprehend the consumer's attitude towards this development.
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Über die Autorin bzw. den Autor
Elio Keko born on 4 Dec. 1988, in Albania, son of acclaimed writer and Member of Parliament Teodor Keko, due to his mothers work and in search of better education, completed the International Baccalaureate. He received his bachelor?s degree at the Erasmus University Rotterdam and is currently attending a master program in marketing.
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Personalized Advertising
Verlag:
LAP LAMBERT Academic Publishing Nov 2010, 2010
ISBN 10: 3843370915
ISBN 13: 9783843370912
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Taschenbuch. Zustand: Neu. Neuware -As a result of constant and overwhelming exposure to the modern consumer, traditional advertising has endured intense scrutiny due to its intrusive nature. It has therefore become necessary to be innovative in enticing and involving the consumer. Personalized advertising is a recently developed platform that can revolutionize the manner in which individuals are approached and in turn lead to a paradigm shift in the way advertising is developed. This paper presents the cutting-edge approach of personalization in interactive media utilizing a format which draws upon information such as demographics, psychographics, personal preferences, consumer clustering, and new opportunities in mobile space to create an advertisement targeted and tailored to individual consumers. In this context, this paper will initially discuss issues related to the provision and implementation of personalized advertising in mediums such as the Web, digital TV and mobile phones. Subsequently,personal research conducted via a statistical survey will analyze and comprehend the consumer¿s attitude towards this development.Books on Demand GmbH, Überseering 33, 22297 Hamburg 64 pp. Englisch. Artikel-Nr. 9783843370912
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