ANALISIS DE EFICACIA DE LOS FORMATOS PUBLICITARIOS EN TELEVISION INTERACTIVA MEDIANTE LOGICA BORROSA

Abstract

In a context of technological convergence, where the television and Internet bring near positions and the users can accede indistinctly to audiovisual contents through one or other media. The present work thinks object, in the first place, decide if the interactive advertising formats in television are more effective than the not interactive formats for inform, persuade and remember. In second place, it decide if the own formats of Internet will be effective in interactive digital television. 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, persuade and remember, highlighting the interactive spot, the DAL (Dedicated Advertiser Location) and the microsite.