对IPTV广告成功战略的研究——以三星电子“又一家庭”互动广告活动事例为中心

本研究对IPTV的特征及其作为广告媒体的可行性利用属性进行了研究，陈述了其与既存数字媒体的差异。以XIPTV广告特征为研究对象，陈述了IPTV广告分为展示广告和互动广告，以及各自的特征。以三星电子的“又一家庭”互动广告活动作为案例，以两次活动的内容为中心，立足于活动的成功宣传角度和广告效果角度两个方面总结了活动成果，并指出其局限性。最后，通过提出IPTV的任务和未来的成功战略，为IPTV广告责任人提供现实的启发点。

Study on the success strategy of IPTV advertisement:based on Samsung Electronics 'Another Family' interactive advertising campaign

This study found the practical use possibility out as IPTV feature and advertising media. And we described a digital media and IPTV difference. We looked into IPTV feature through a targeting property. We described the feature about an exposure and interactive advertising. We found a bi-directional advertising campaign of Samsung Electronics out through an first and second event contents,that is focus on 'Another family' campaign. We presented the result of the campaign with the public relation side in the ...