Diferenciranje publike i strategija oglašavanja na interaktivnoj televiziji
Sažetak
Polazeći od pretpostavke da se u Srbiji kasni sa primenom koncepta interaktivne televizije i kreiranja novih oblika oglašavanja, autor kroz multistrateški pristup istraživanja navika mlade publike proučava obrasce transformacije potrošnje medijskih sadržaja. Kombinujući tehnike anketiranja i dubinskog intervjua i kvalitativne analize sadržaja, autor zaključuje da se tradicionalna TV reklama u digitalnom okruženju sadržajno multiplikuje, što se posebno uočava u sferi marketinških komunikacija. Mladi sve više koriste različite medijske tehnologije, prelazeći sa jednog uređaja na drugi ili simultano. Na osnovu analize ponašanja studentske populacije u konzumaciji današnje televizije u Srbiji, kreirali smo model interaktivne televizije kao multifunkcionalnog portala u kontekstu plasiranja oglasnih poruka.
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