Search for dissertations about: "interactive advertising"

Found 2 swedish dissertations containing the words interactive advertising.

2. 1. Creative Distraction : The Digital Transformation of the Advertising Industry

   Author : Markus M Bugge; Dominic Power; Anders Malmberg; Neil Coe; Uppsala universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; economic geography; innovation; advertising; Internet; agglomeration economies; creative; interactive; knowledge; Oslo; Norway; SOCIAL SCIENCES; SAMHÄLLSVETENSKAP; Economic geography; Ekonomisk geografi;

   Abstract : This thesis is primarily based on a case study on how the Internet affects the advertising industry in Oslo, Norway, and on how the digitization of advertising adds to our understanding of the geography of innovation and urban and regional development. The study argues that the Internet fundamentally changes and challenges the advertising industry, and that advertising merges into market communication and even user experience and product development. READ MORE

4. 2. Attention to Advertising

   Author : Carl Patrik Nilsson; G.M. Naidu; Umeå universitet; []
   Keywords : SAMHÄLLSVETENSKAP; SOCIAL SCIENCES; Attention to advertising; attention getting techniques; Web advertising; Web environment; click-through; Business studies; Företagsekonomi;

   Abstract : Attention to AdvertisingCarl Patrik Nilsson, Umeå School of Business, Umeå University SE-901 87 Umeå, SwedenAbstractIn advertising, capturing consumers’ attention is imperative. Yet, how attention to advertising works in a World Wide Web context has not been researched extensively. This area is the main focus of this research. READ MORE