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Ibridazioni contemporanee by Zanfagnini, Vitor

Ibridazioni contemporanee

by Vitor Zanfagnini
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Book cover type: Paperback
  • ISBN13: 9786208597061
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edizioni Sapienza
  • Publisher Imprint: Edizioni Sapienza
  • Publication Date:
  • Pages: 60
  • Original Price: GBP 30.0
  • Language: Italian
  • Edition: N/A
  • Item Weight: 96 grams
  • BISAC Subject(s): Marketing / General

Basandosi sul dialogo e sulle intersezioni sempre più intense tra tre attori dell'ambiente mediatico contemporaneo - il mercato pubblicitario, l'industria dell'intrattenimento e le tecnologie interattive - la monografia cerca di contestualizzare lo scenario della pubblicità e dei nuovi media, utilizzando come filo conduttore il processo di ibridazione pubblicitaria. Lo studio si propone di indagare l'efficacia con cui i marchi o le agenzie realizzano uno dei principali vettori della convergenza: l'interattività. Il metodo di ricerca utilizzato è quello della valutazione della comunicabilità, impiegato nella Human-Computer Interaction. Per raccogliere prove empiriche, sono state selezionate come casi di studio le applicazioni dei marchi Nespresso, Tintas Coral e Polenghi.

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