Benutzerdefiniertes Cover
Pervasive Advertising / edited by Jörg Müller, Florian Alt, Daniel Michelis
Mitwirkende(r): Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Reihen: Human-Computer Interaction Series | SpringerLink BücherVerlag: London : Springer-Verlag London Limited, 2011Beschreibung: Online-Ressource (IX, 364p. 144 illus, digital)ISBN:- 9780857293527
- 005.437
- 4.019
- 659.113
- QA76.9.U83 QA76.9.H85
- HF5823
Inhalte:
Zusammenfassung: Daniel MichelisZusammenfassung: This book looks at the future of advertising from the perspective of pervasive computing. Pervasive computing encompasses the integration of computers into everyday devices, like the covering of surfaces with interactive displays and networked mobile phones. Advertising is the communication of sponsored messages to inform, convince, and persuade to buy. We believe that our future cities will be digital, giving us instant access to any information we need everywhere, like at bus stops, on the sidewalk, inside the subway and in shopping malls. We will be able to play with and change the appearanPPN: PPN: 1651040141Package identifier: Produktsigel: ZDB-2-SCS
Pervasive Advertising; Contents; Contributors; Chapter 1: Pervasive Advertising; 1.1 Introduction; 1.2 Advertising; 1.2.1 Advertising Versus Marketing; 1.2.1.1 What Is Marketing?; 1.2.1.2 Marketing and Advertising Are Both Goal-Oriented; 1.2.1.3 Advertising Is Part of the Marketing Mix; 1.2.2 Advertising; 1.2.2.1 Advertising Definition; 1.2.2.2 Advertising Objectives; 1.2.2.3 Involvement; 1.2.2.4 Categories of Buying Behavior; 1.2.2.5 Perception, Attention, and Activation; 1.2.2.6 Emotions and Experiences; 1.2.3 Developing Advertising Programs; 1.2.3.1 Mission; 1.2.3.2 Money; 1.2.3.3 Message
1.2.3.4 Media1.2.3.5 Measurement; 1.2.4 Relevant Changes in Advertising; 1.3 Pervasive Computing; 1.3.1 Historical Background; 1.3.2 Technical Advances; 1.3.2.1 Processing, Storage, and Networking; 1.3.2.2 Sensors and Actuators; 1.3.3 Concepts; 1.3.3.1 Automation; 1.3.3.2 Interactivity; 1.3.3.3 Ubiquity; 1.4 Pervasive Advertising; 1.4.1 Pervasive Advertising Technologies; 1.4.1.1 Digital Signage; 1.4.1.2 Mobile Phones; 1.4.1.3 Physical Computing/Robotics; 1.4.2 Opportunities; 1.4.2.1 Power to the People (Symmetric Communication); 1.4.2.2 Me, Too (The Long Tail)
1.4.2.3 The 'Wow' Effect (Experiences)1.4.2.4 Just for Me, Just for Now (Personalization and Context Adaptivity); 1.4.2.5 Did You See Me? (Audience Measurement); 1.4.2.6 Wouldn't You Like This? (Automated Persuasion); 1.4.3 Challenges; 1.4.3.1 Advertising Needs to Be Calm and Engaging; 1.4.3.2 Privacy Has to Be Guaranteed; 1.4.3.3 Persuasion Needs to Be Ethical; 1.5 Conclusion; References; Chapter 2: Digital Out-of-Home Media: Means and Effects of Digital Media in Public Space; 2.1 Introduction; 2.2 Media Forms; 2.3 Media Types; 2.3.1 Public Mass Media; 2.3.1.1 Adscreens; 2.3.1.2 E-Boards
2.3.2 Private Corporate Media2.3.2.1 Digital Signage; 2.3.2.2 Brand Architecture; 2.3.2.3 Media Facades; 2.3.2.4 Brand Scenographies and Flagship Stores; 2.3.2.5 Brand Lands; 2.4 Media Characteristics; 2.4.1 Screen as Light-Emitting (Output) Medium: Illumination; 2.4.2 Moving Images as the Dominant Form of Communication: Temporality; 2.4.3 Situatedness in the Social and Physical Space: Spatiality; 2.5 Conclusions; References; Chapter 3: Meaningful Advertising; 3.1 Introduction; 3.2 From Advertising Products to Meaningful Branding; 3.2.1 Industrial Society and Finding Markets for Production
3.2.2 Branding and Identity3.2.3 Experience Economy; 3.3 Human Experience: Meaning and Values; 3.3.1 The Meaning of Things; 3.3.2 Meaning from Human Values; 3.3.3 Values in Marketing and Design; 3.4 Semiotics and the Branded Symbolic Features of Pervasive Technology; 3.5 Meaningful Brand Experiences; 3.5.1 Key Elements of Meaningful Brand Experiences in Pervasive Advertising; 3.5.1.1 Nike+; 3.5.1.2 Google's Integrated Services; 3.5.1.3 Augmented Reality Ambulance; 3.5.1.4 ESPN Football Shopping Front; 3.5.1.5 FIFA World Cup Soccer
3.5.2 Comparative Matrix of Interactive Pervasive Brand Experiences
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