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Contemporary hybridisations

Contemporary hybridisations

Paperback

Marketing

ISBN10: 6208597048
ISBN13: 9786208597047
Publisher: Our Knowledge Publishing
Published: Jan 27 2025
Pages: 56
Weight: 0.19
Height: 0.13 Width: 6.00 Depth: 9.00
Language: English
Based on the dialogue and increasingly intense intersections between three players in the contemporary media environment - the advertising market, the entertainment industry and interactive technologies - the monograph seeks to contextualise the scenario of advertising and new media, using the process of advertising hybridisation as a guiding thread. The study sets out to investigate how effectively brands or agencies fulfil one of the main vectors of convergence - interactivity. The research method used is that of communicability evaluation, employed in Human-Computer Interaction. To collect empirical evidence, the Nespresso, Tintas Coral and Polenghi brand applications were selected as case studies.

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Zanfagnini, Vitor

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Marketing