الفهرس 
الاطار النظري للدراسةيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
With the development of means of br>communication startingbrthe invention of printing ,passing through the Wireless andbrradio and television ,satellites ,the Internet and fiber optic ..brending with the mating between the means of communication,brThe TV programs has tended to interact with viewers by phone, email,br>regular mail or through coming to the recording studio to
participate in the activities of the program.
The researcher found the emergence of TV interactive
advertising, which began to emerge strongly on the TV screen,
then the space of time for this type began increases slowly until it
became occupies clear part of the total area of the TV advertising.
Problem of the study
By the researcher’s reviewing previous Arabic and foreign
studies, he has noted that there are many Arabic and foreign
studies, which dealt with the relationship between the TV
advertising and adolescents, foreign studies addressed advertising
on interactive TV while the previous studies which dealing with
the TV Interactive Advertising and its relationship with
adolescents were rare. Based on the foregoing, the researcher has
formulated problem of the study as the following:
The Different Impacts of TV interactive advertising
on the Egyptian university students
Importance of the study:
The importance of the current study determined by in the
following points:
- The different impacts of TV advertising on the public in general
and youth in particular is one of the topics which existed
-Bstrongly
on the Egyptian, Arabic and international scene in
recent years.
- The importance of studying the interactive mode in the
television advertising and its various impacts on the universities
students. This study is trying to spot light on these impacts
which results from the mating between more than one mean –
TV is in the forefront of them.- in causing of these impacts.
- The importance of this study results for those in charge of the
TV advertising industry, which in turn them will enable to carry
out the amendment ,development and even invent new styles.
- The importance of knowing different impacts of this kind of TV
ads, thus knowing how to deal with these impacts and avoid the
harmful impacts and behaviors that may be caused by it,
processing of these impacts or find alternatives to prevent the
recurrence of these impacts, and increase the effectiveness of
the positive impacts and behaviors induced by TV interactive
advertising.
Objectives of the study:
Recognition on The Different Impacts of TV interactive
advertising on the Egyptian university students.
We can formulate a set of goals through which achieved the
main goal such as Recognition on:
- The methods which used by advertisers in the TV interactive
advertising to persuade the viewer to interact with the TV
interactive advertising.
The Arrange of the TV interactive advertising between programs
that the Egyptian students are prefer watching.
The rate of exposure of the Egyptian university students to the
TV interactive ads.