CONSIDERATIONS OF THE INTERACTIVE DIGITAL TELEVISION AS ADVERTISING MEDIA

In a context of technological convergence between the television and Internet, the users can access to a multitude of audiovisual contents in the television sets or searching on line. The present work explores the effectiveness of the advertising in the new context. The objective of this research is verifying that the interactive advertising formats in television are more effective than the not interactive formats to inform, persuade and remember. New techniques derived from multivalent logics come to be today, an interesting alternative for decision making by management compared to classical methods. Therefore, after the treatment of subjective expert input we have obtained results have revealed that the interactive advertising formats add efficacy to the media to inform and remember, highlighting the interactive spot, the TVsite and the microsite.