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Types of Media Combination and Strategy of Interactivity in Digital Signage: A Case Study in view of Media Creative
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 Title & Authors
Types of Media Combination and Strategy of Interactivity in Digital Signage: A Case Study in view of Media Creative
Lee, Hyun-Woo; Kim, Woon-Han;
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 Abstract
This study aims to suggest practical ways to interact effectively with consumers based on current situation of `media creative` and media use patterns. Cases of digital signage are reviewed in the perspective of cross media, and the strategic meanings of cross media are explored according to interactivity. Results are collected through `Naver` search engine service, and can be possibly assorted into five media combined types: SNS-combined, QR codes or Augmented Reality(AR)-combined, Brand App(application)-combined, Online to Offline-combined, and Behavioral factors-combined ones. Some strategic suggestions on media creative are given for effective interaction with consumers.
 Keywords
Digital Signage;Media combination;media creative;information representation;strategy of interactivity;
 Language
Korean
 Cited by
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