£77.00

OmniScriptum La Musique dans l'E-publicité: l'Effet de la Musique dans les Bannières Publicitaires sur Internet (Omn.Univ.Europ.)

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Last 627 days • 627 data points (No recent data available)

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£77.00 £73.15 £74.69 £76.23 £77.77 £79.31 £80.85 12 June 2024 15 November 2024 21 April 2025 24 September 2025 28 February 2026

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Description

Le développement de la publicité sur Internet et la présence croissante de la musique dans notre vie quotidienne nous a conduit à étudier les bannières publicitaires sonores. Partant des travaux antérieurs, nous tentons de comprendre l?effet de la musique sur l?attitude de l?internaute en faisant varier le genre musical et le tempo. Nous avons étudié l?impact des caractéristiques musicales sur les réponses à la publicité, mais aussi le rôle de la préférence, de l?activation, de la typicalité ainsi que ceux du type d?implication et de l?expertise musicale de l?internaute. Dans cette étude, des échelles sont adaptées et validées dans le contexte turc. Notre étude a montré que les influences affectives et cognitives de la musique pouvaient agir en même temps sur les réponses à la publicité. La présence de musique augmente la mémorisation de la bannière. La cohérence entre le tempo et le genre musical favorise la préférence. C?est pourquoi ces deux éléments, faciles à manipuler, ne doivent absolument pas être négligés dans une campagne publicitaire. Le rôle de l?implication qui permet un meilleur ciblage des internautes est aussi démontré. About the Author Caner Dincer a réalisé ses études doctorales à l?Université Paris-Est, EGEE, France, continue ses travaux au sein de l?Université Galatasaray, Département de Gestion d?où il était diplômé en 2000. Ses principaux thèmes de recherche comprennent la publicité, l?E-publicité et le marketing vert.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
30 April 2010
Listed Since
05 May 2010

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