Audience differentiation and advertising strategy on interactive television
Starting from the assumption that Serbia is in arrears with the implementation of the concept of interactive television and the creation of new forms of advertising, the author studies the transformation patterns of media content consumption using a multi-strategy research method of the habits of th...
| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
Serbian Sociological Association, Belgrade
2022-01-01
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| Series: | Sociološki Pregled |
| Subjects: | |
| Online Access: | https://scindeks-clanci.ceon.rs/data/pdf/0085-6320/2022/0085-63202204500B.pdf |
| _version_ | 1811158558528503808 |
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| author | Babić Aleksandar M. |
| author_facet | Babić Aleksandar M. |
| author_sort | Babić Aleksandar M. |
| collection | DOAJ |
| description | Starting from the assumption that Serbia is in arrears with the implementation of the concept of interactive television and the creation of new forms of advertising, the author studies the transformation patterns of media content consumption using a multi-strategy research method of the habits of the young audience. Combining survey and in-depth interview techniques with qualitative content analysis, the author concludes that traditional TV advertising in the digital environment multiplies in terms of content, which is especially noticeable in the sphere of marketing communications. Young people increasingly apply different media technologies, switching from one device to another or using them simultaneously. Based on the analysis of the behaviour of the student population in the consumption of today's television in Serbia, we have created a model of interactive television as a multifunctional portal in the context of advertising messages. |
| first_indexed | 2024-04-10T05:26:15Z |
| format | Article |
| id | doaj.art-d8a902b8cd4f46d196bc617bf96b1399 |
| institution | Directory Open Access Journal |
| issn | 0085-6320 2560-4880 |
| language | English |
| last_indexed | 2024-04-10T05:26:15Z |
| publishDate | 2022-01-01 |
| publisher | Serbian Sociological Association, Belgrade |
| record_format | Article |
| series | Sociološki Pregled |
| spelling | doaj.art-d8a902b8cd4f46d196bc617bf96b13992023-03-07T19:45:17ZengSerbian Sociological Association, BelgradeSociološki Pregled0085-63202560-48802022-01-01564150015240085-63202204500BAudience differentiation and advertising strategy on interactive televisionBabić Aleksandar M.0Banjaluka koledž, Odsek za grafički dizajn, Banja Luka, Republika Srpska, BiHStarting from the assumption that Serbia is in arrears with the implementation of the concept of interactive television and the creation of new forms of advertising, the author studies the transformation patterns of media content consumption using a multi-strategy research method of the habits of the young audience. Combining survey and in-depth interview techniques with qualitative content analysis, the author concludes that traditional TV advertising in the digital environment multiplies in terms of content, which is especially noticeable in the sphere of marketing communications. Young people increasingly apply different media technologies, switching from one device to another or using them simultaneously. Based on the analysis of the behaviour of the student population in the consumption of today's television in Serbia, we have created a model of interactive television as a multifunctional portal in the context of advertising messages.https://scindeks-clanci.ceon.rs/data/pdf/0085-6320/2022/0085-63202204500B.pdfinteractive televisionadvertisingtelevision audiencedigital marketingyouth/studentssecondary screen |
| spellingShingle | Babić Aleksandar M. Audience differentiation and advertising strategy on interactive television Sociološki Pregled interactive television advertising television audience digital marketing youth/students secondary screen |
| title | Audience differentiation and advertising strategy on interactive television |
| title_full | Audience differentiation and advertising strategy on interactive television |
| title_fullStr | Audience differentiation and advertising strategy on interactive television |
| title_full_unstemmed | Audience differentiation and advertising strategy on interactive television |
| title_short | Audience differentiation and advertising strategy on interactive television |
| title_sort | audience differentiation and advertising strategy on interactive television |
| topic | interactive television advertising television audience digital marketing youth/students secondary screen |
| url | https://scindeks-clanci.ceon.rs/data/pdf/0085-6320/2022/0085-63202204500B.pdf |
| work_keys_str_mv | AT babicaleksandarm audiencedifferentiationandadvertisingstrategyoninteractivetelevision |