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Full-Text Articles in Communication Technology and New Media
Crossing Offline And Online Media: A Comparison Of Online Advertising On Tv Web Sites And Online Portals, Louisa Ha
School of Media and Communication Faculty Publications
This paper presents findings of a study comparing the advertising on the web sites supported by offline media and on the dot.com media that only have online presence. The study analyzes the advertising strategies of leading U.S. TV networks' web sites and online portals, which respectively represent web sites with strong offline media support and web sites with no offline media counterparts respectively. TV networks' advertising strategies were identified based on a spectrum of brand extension and brand integration strategies. The results show that even with the strong offline support of the TV networks, TV web sites are much more …
Enhanced Tv As Brand Extension: The Economics And Pragmatics Of Enhanced Tv To Cable Tv Network Viewership [Slides], Louisa Ha, Sylvia Chan-Olmsted
Enhanced Tv As Brand Extension: The Economics And Pragmatics Of Enhanced Tv To Cable Tv Network Viewership [Slides], Louisa Ha, Sylvia Chan-Olmsted
School of Media and Communication Faculty Publications
A series of 12 slides from a presentation given at the National Cable Television Association Academic Seminar, Chicago, June 8, 2003.