FORMATION OF THE ADVANCED MULTIMEDIA PRODUCT PERCEPTION MODEL BASED ON CONVERGENCE OF FACE-TO-FACE AND SCREEN-TO-SCREEN APPROACHES

Oleksandr Pushkar; Yuliia Kurbatova

doi:10.35774/jee2018.01.128

Authors

Oleksandr Pushkar Simon Kuznets Kharkiv National University of Economics
Yuliia Kurbatova National Technical University «Kharkiv Polytechnic Institute»

DOI:

https://doi.org/10.35774/jee2018.01.128

Keywords:

Multimedia product, perception, virtual values, face-to-face, screen-to-screen.

Abstract

The article deals with the approach to developing an advertising multimedia product for the promotion or sale of goods or services. Under the advertising product is an advertising video, an interactive commercial, 3-D advertising, virtual and augmented reality, an online store. Based on the analogy method, a diagram of the process of perceiving the advertising multimedia product by the user is presented. The use of the hybrid approach of customer development for updating the multimedia product and taking into account the virtual values of users is substantiated. Developed scenarios for the development of a multimedia product, depending on the results of achieving the planned goals. The sequence of multimedia product development is proposed based on the convergence of face-to-face and screen-to-screen approaches.

JEL: А13, С80, С88.

Author Biographies

Oleksandr Pushkar, Simon Kuznets Kharkiv National University of Economics

D.Sc. (Economics), Professor

Yuliia Kurbatova, National Technical University «Kharkiv Polytechnic Institute»

PhD (Economics), Associate Professor

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