Abstract
Together with the development of electronic marketing, the key factors that influence the effectiveness of interactive media were identified in the earlier research. This article presents approach which makes possible to determine the relationship between the textual and visual components and their impact on results of the campaign. The structure of interactive advertising unit with adjustable visual and verbal influence is presented followed by results from the field experiment performed with the usage of proposed approach.
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Jankowski, J., Wątróbski, J., Ziemba, P. (2015). Modeling the Impact of Visual Components on Verbal Communication in Online Advertising. In: Núñez, M., Nguyen, N., Camacho, D., Trawiński, B. (eds) Computational Collective Intelligence. Lecture Notes in Computer Science(), vol 9330. Springer, Cham. https://doi.org/10.1007/978-3-319-24306-1_5
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DOI: https://doi.org/10.1007/978-3-319-24306-1_5
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