Physical Interactivity Advertisement and Advertisement Benefit Research
| Autor: | WU, WEN-CHI, 吳文琪 |
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| Rok vydání: | 2013 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 102 With a rapid development in scientific technology, outdoor advertising can no longer meet the demand of consumers who are eager to see new creation. Therefore, an advertising of cross-media integration is created to improve the means of communication of traditional advertising. According to the study, physical sensing interactive advertising device can attract a lot of people. This innovative advertising approach can increase advertising effectiveness. The research method used in this research was under the context of interactive design and interactive advertising. The outdoor advertising (Out-of-Home) were discussed comprehensively in the research and the design focus of outdoor physical interactive advertising was well developed. Through this delicate physical sensing interaction, an advertising message was ingeniously sent to consumers. Piano lesson was selected as an advertising theme for the experiment of the research. The result of the experiment suggested that physical sensing interactive advertising device could successfully attract people’s attention and increase consumers’ preference in advertising subjects. In terms of advertising message delivery, the research found that the acceptance of advertising message in groups’ interaction was lower than individuals do; however, groups were more easily to take part in interaction than individuals did. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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