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Advisor(s)
Abstract(s)
The present study had as main purpose to identify the different typologies of Marketing and Communication strategies over the Internet and to research how digital forms of “standard” Advertising (as Banners and Buttons), Advergames and Streaming Advertising are directed to Portuguese children. We ran 124 websites 87 of which were marked as having more hits by Marktest‟ Ranking Netscope in January 2009 and the other 37 are of food products. All websites were accessed and recorded between January and June 2009. The analysis was made by two highly skilled in qualitative analysis independent analysts.
Description
Keywords
Marketing Communication strategies Internet Digital era Advertising
Citation
Pereira, F.C., Veríssimo, J., & Correia, R. (2010, jun, 25-26). New ways of online communication strategies. Paper presented at 9th ICORIA - International Conference on Research in Advertising, Universidad Autónoma de Madrid, Spain.
Publisher
ICORIA-International Conference on Research in Advertising
EAA-European Advertising Academy
Universidad Autónoma de Madrid
EAA-European Advertising Academy
Universidad Autónoma de Madrid