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Impact of Advertising Personalizatio...

Chang, Junpeng.

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Impact of Advertising Personalization in Tablet Versions of Magazines.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Impact of Advertising Personalization in Tablet Versions of Magazines./
作者:	Chang, Junpeng.
面頁冊數:	47 p.
附註:	Source: Masters Abstracts International, Volume: 54-02.
Contained By:	Masters Abstracts International54-02(E).
標題:	Design. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1571966
ISBN:	9781321453270

Impact of Advertising Personalization in Tablet Versions of Magazines.
Chang, Junpeng.

Impact of Advertising Personalization in Tablet Versions of Magazines. - 47 p.

Source: Masters Abstracts International, Volume: 54-02.

Thesis (M.S.)--Rochester Institute of Technology, 2014.

In today's digital publishing industry, personalization represents a trend, which has enabled the generation of one-to-one marketing communication via various media environments. Previous studies have shown how personalization works on different media types, such as web, email, and print. However, with the rapid development of tablets, the effectiveness of advertising personalization embedded in tablet magazines is unknown.

ISBN: 9781321453270Subjects--Topical Terms:

518875
Design.

Impact of Advertising Personalization in Tablet Versions of Magazines.
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245 1 0 $a Impact of Advertising Personalization in Tablet Versions of Magazines.
300 $a 47 p.
500 $a Source: Masters Abstracts International, Volume: 54-02.
500 $a Advisers: Barbara Birkett; Patricia Sorce.
502 $a Thesis (M.S.)--Rochester Institute of Technology, 2014.
520 $a In today's digital publishing industry, personalization represents a trend, which has enabled the generation of one-to-one marketing communication via various media environments. Previous studies have shown how personalization works on different media types, such as web, email, and print. However, with the rapid development of tablets, the effectiveness of advertising personalization embedded in tablet magazines is unknown.
520 $a Using an experimental design, this study investigated the impact of advertising personalization on advertising recall and recognition, as well as the effectiveness among three different levels of advertising personalization: (1) Name and Product personalization (2) Product Only personalization (3) Name Only personalization. A digital magazine was designed with three personalized advertisements and three non-personalized advertisements; the participants were asked to fill out a post-test in the form of a questionnaire to measure their brand recall and recognition.
520 $a According to the data analysis of survey results, this study revealed that personalized advertisements led to higher brand recall and recognition than non-personalized advertisements. However, the differences among the three levels of personalized advertisements were not statistically significant.
590 $a School code: 0465.
650 4 $a Design. $3 518875
650 4 $a Mass communication. $3 2144804
650 4 $a Marketing. $3 536353
650 4 $a Information technology. $3 532993
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710 2 0 $a Rochester Institute of Technology. $b Print Media. $3 1024771
773 0 $t Masters Abstracts International $g 54-02(E).
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792 $a 2014
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1571966