원문정보
초록
영어
One of the typical characteristics of smart media is that it is interactive, which shows a different form and property from the existing mass media, and also changes the way users use it. This change requires a different system from the existing method in the advertising process strategic model for effective interactive advertising in smart media. We attempted to derive an effective smart media interactive advertising process strategic model by understanding the interactive advertising process in smart media that is expected to continue to grow as the main market of the advertising market and identifying the constituent factors. To this end, We analyzed the preminiary research results of interactive advertising and organized expert panels for the Delphi method and reflected their opinions and evaluations. The components and factors of interactive advertising were found and the effective interactive advertising process strategy model in smart media was derived from this study.
목차
I. Introduction
2. Study Background
2.1 Current Situation of Smart Media Advertising
2.2 Concept of Interactive Advertising
3. Contemplation of Related Theories
3.1 Audience Theor
3.2 Theory of Involvement and Elaboration Likelihood Model
3.3 Advertising Effects
3. Research Questions and Methods
3.1 Research Questions
3.2 Research Methods
4. Study Results
4.1 Factors for Process Strategy Model of Interactive Advertising in Smart Media
4.2 Suitability of Effective Smart Media Interactive Advertising Process Strategy Model Composition
5. Conclusion
References