Content Fusion in Traditional and New Media: A Conceptual Study

VARISHA REHMAN; ANURIKA VAISH

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Content Fusion in Traditional and New Media: A Conceptual Study

机译：传统媒体和新媒体中的内容融合：概念研究

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The Elaboration Likelihood Model is the motivation for this study, which puts forward various peripheral routes that are used by an advertiser for not only making the advertisement attractive but also creating an impulse among the audience. The article details various possible dimensions of content that are applicable in an advertisement. Through rigorous literature review, the article identifies various theories and models that have led to the successful adaptation and implementation of each variant of content. The discussion at the end of the article presents a 4R model of content generation that will enable advertisers to make corrective decisions for advertisement in traditional and new media channels.

机译：细化可能性模型是这项研究的动机，它提出了广告客户使用的各种外围路线，这些路线不仅使广告具有吸引力，而且在受众之间产生了冲动。该文章详细介绍了广告中适用内容的各种可能尺寸。通过严格的文献审查，本文确定了各种理论和模型，这些理论和模型已成功地使内容的每个变体得以改编和实施。本文结尾处的讨论提出了一种内容生成的4R模型，该模型将使广告商能够针对传统媒体和新媒体渠道中的广告做出正确的决策。

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来源
《Journal of Internet Commerce》 |2013年第4期|225-245|共21页
作者
VARISHA REHMAN; ANURIKA VAISH;
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作者单位

School of Business, Galgotias University, Greater Noida, India;

Indian Institute of Information Technology, Allahabad, India;

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原文格式 PDF
正文语种 eng
中图分类
关键词
advertisement; content; content generation;

机译：广告;内容;内容生成;

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Content Fusion in Traditional and New Media: A Conceptual Study

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