Belgian Advertisers' Perceptions of Interactive Digital TV as a Marketing Communication Tool

Belgian Advertisers' Perceptions of Interactive Digital TV as a Marketing Communication Tool

Verolien Cauberghe (Faculty of Applied Economics, University of Antwerp, Belgium) and Patrick De Pelsmacker (Faculty of Applied Economics, University of Antwerp, Belgium)
Copyright: © 2007 |Pages: 22
DOI: 10.4018/978-1-59904-361-6.ch017
OnDemand PDF Download:
$37.50

Abstract

This chapter investigates the knowledge, perceptions, and intentions of advertising professionals in Belgium toward the introduction and use of interactive digital television (IDTV) as a marketing communication tool. In total, 320 marketing professionals cooperated in a Web survey that was posted just before the commercial launch of IDTV in Belgium. The results show that their knowledge concerning the possibilities of advertising on IDTV is very limited, but their intentions to use IDTV in the future are relatively promising. Among the major perceived advantages of the medium are the possibility to provide more product information, two-way communication with the consumer, and the ability to target the audience more specifically. The major perceived disadvantages of the medium are the general lack experience of using it, the low adoption of IDTV by the end user, and the high cost for the advertiser.

Complete Chapter List

Search this Book:
Reset
Table of Contents
Foreword
Jens Jensen
Acknowledgments
Chapter 1
Andrea Belli, Marina Geymonat, Monica Perrero, Rossana Simeoni, Monica Badella
This chapter proposes a way to exploit the ongoing convergence between the worlds of broadcasting and Telco in order to find an added value for the... Sample PDF
Dynamic TV: The Long Tail Applied to Broadband-Broadcast Integration
$37.50
Chapter 2
Lyn Pemberton, Sanaz Fallahkhair
Designers of technological support for learning have an ever-increasing selection of platforms and devices at their disposal, as desktop computers... Sample PDF
Interactive Television as a Vehicle for Language Learning
$37.50
Chapter 3
Yolanda Blanco-Fernández, Jose J. Pazos-Arias, Alberto Gil-Solla, Manuel Ramos-Cabrer, Martín López-Nores
The digital TV (DTV) will bring a significant increase in the number of channels and programs available to end users, with many more difficulties... Sample PDF
A Hybrid Strategy to Personalize the Digital Television by Semantic Inference
$37.50
Chapter 4
Georgia K. Kastidou, Robin Cohen
n this chapter, we present a model for delivering personalized ads to users while they are watching TV shows. Our approach is to model user... Sample PDF
An Approach for Delivering Personalized Advertisements in Interactive TV Customized to Both Users and Advertisers
$37.50
Chapter 5
Kristof Demeyere, Tom Deryckere, Mickiel Ide, Luc Martens
This chapter will introduce a technology framework that can be used to add video conferencing services and live video events on the multimedia home... Sample PDF
Analysis and Development of an MHP Application for Live Event Broadcasting and Video Conferencing
$37.50
Chapter 6
Pablo Cesar, Ke Th Baker, Dick Bulterman, Luiz Soares, Samuel Cruz-Lara, Annelies Kaptein
This chapter aims to define a research agenda regarding the software graphics architecture for interactive digital television (iDTV). It is... Sample PDF
Present and Future of Software Graphics Architectures for Interactive Digital Television
$37.50
Chapter 7
Artur Lugmayr, Alexandra Pohl, Max Müehhäueser, Jan Kallenbach, Konstantinos Chorianopoulos
This chapter glimpses the future of modern ambient HE systems. Experts in the field of ambient media discuss and contribute to four major lines of... Sample PDF
Ambient Media and Home Entertainment
$37.50
Chapter 8
Mark Springett, Richard Griffiths
This chapter describes a technique that utilises established usability evaluation techniques to discover a range of accessibility requirements for... Sample PDF
The Use of ‘Stalking Horse' Evaluation Prototypes for Probing DTV Accessibility Requirements
$37.50
Chapter 9
Shang Hsu, Ming-Hu Weng
This chapter proposes an activity-oriented approach to digital television (DTV) user interface design. Our approach addresses DTV usefulness and... Sample PDF
An Activity-Oriented Approach to Designing a User Interface for Digital Television
$37.50
Chapter 10
Christoph Haffner, Thorsten Völkel
This chapter introduces the application of concepts for long-term interaction to support long-term relationship in the interactive television (iTV)... Sample PDF
Long-Term Interaction: Supporting Long-Term Relationship in the iTV Domain
$37.50
Chapter 11
Tibor Kunert, Heidi Krömker
This chapter describes interaction design solutions for interactive television (iTV) applications. A user task-based approach to interaction design... Sample PDF
Proven Interaction Design Solutions for Accessing and Viewing Interactive TV Content Items
$37.50
Chapter 12
Ari Ahonen, Laura Turkki, Marjukka Saarijärvi, Maria Lahti, Tytti Virtanen
Ease of use is a key factor driving the adoption of interactive services in digital television (DTV). To facilitate the development of easy-to-use... Sample PDF
Guidelines for Designing Easy-to-Use Interactive Television Services: Experiences from the ArviD Programme
$37.50
Chapter 13
Arianna Iatrino, Sonia Modeo
This chapter introduces the usability problems regarding text entry using a remote control in digital terrestrial television (DTT) context. It... Sample PDF
Text Editing in Digital Terrestrial Television: A Comparison of Three Interfaces
$37.50
Chapter 14
Hendrik Knoche, M. Angela Sasse
This chapter provides an overview of the key factors that influence the quality of experience (QoE) of mobile TV services. It compiles the current... Sample PDF
Getting the Big Picture on Small Screens: Quality of Experience in Mobile TV
$37.50
Chapter 15
Roel Puijk
Based on ethnographic fieldwork in two production units of the Norwegian Broad-casting Corporation (NRK) this chapter looks at the relation between... Sample PDF
Time and Timing in Cross-Media Production: A Case Study from Norwegian Television
$37.50
Chapter 16
Ravio Suni
This chapter compares several basic statistical indicators of broadcast (traditional) television viewing and Internet protocol television (IPTV) use... Sample PDF
From ‘Flow' to ‘Database': A Comparative Study of the Uses of Traditional and Internet Television in Estonia
$37.50
Chapter 17
Verolien Cauberghe, Patrick De Pelsmacker
This chapter investigates the knowledge, perceptions, and intentions of advertising professionals in Belgium toward the introduction and use of... Sample PDF
Belgian Advertisers' Perceptions of Interactive Digital TV as a Marketing Communication Tool
$37.50
Chapter 18
Margherita Pagani
The advent of digitalization is providing big opportunities, which are changing the shape of the broadcasting industry. New business models and... Sample PDF
Business Models with the Development of Digital iTV Services: Exploring the Potential of the Next Transaction Market
$37.50
About the Contributors