Where Is Advertising Going ? Into 'Stitials'  

Oleh:

Rayport, Jeffrey F.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review vol. 86 no. 5 (May 2008), page 18-26.
Topik: ADVERTISING; advertising; stitials

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.36 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

If you're familiar with consumer - brand marketing, you know the term"intersitial." An interstitial ad is, between appears in interstices - that is, between segments of the content that customers want to experience. Like a toolbooth on a turn pike, it forces customers to stop and pay (in the form of time and attention) before proceeding on their desired path. Epitomized by the 30 - second TV spot, it's a concept that captures advertising has been designed to do in the past, and why customers today go to such lenghts to block, skip , zap, or fast - forward past it.

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