Internet: Interactive advertising

 

This case study in advertising co-creation shows how Walkers involved the public in a competition to create a new flavour of potato crisp. The idea came from a unique pooling of creative talent from a ...

Jan Leth and Aaron Griffiths offer a way to mastering the digital age of communication: Dada. Data. Alpha. Beta. Like the Dadaists, marketers should look at advertising platforms in a new way; using W

Interactive media and entertainment has a range of strengths and weaknesses, as well as providing a variety of challenges. What is beyond dispute, however, is that this sort of media is changing the w ...

There has been an explosion of content, formats, delivery channels and, indeed, business models. Along with this has come the increasingly difficult task of managing the complexity of languages, legal ...

This article discusses some of the findings of the ANA Interactive Agency Compensation Study. This research was based on a survey of more than 100 ANA members who collectively spend in excess of $100 ...

Dominic Finney, head of emerging channels & trading at BLM quantum, discusses the limitations of today's digital agencies and how they must change if they are to meet the needs of the future consumer ...

Gray Sycamore, director at The Marketing Store, argues that the direct marketing industry needs to recognise that consumers are increasingly in control of interactive communications and the flow of da ...

In this introduction to Admap's report on interactivity, Roderick White explains the growing pervasiveness of this new form of direct marketing. Interactive communications, via traditional and interne ...

In this article, Jeremy Bullmore argues that the internet has not changed mass communication quite so drastically as everyone seems to think. It is true that it gives audiences a voice for the first t ...

This article presents a network analysis of electronic word-of-mouth referral communication in a real life online environment. The goal of the paper was to clarify the existing terminology of electron ...

While consumer behavior researchers have long studied word-of-mouth and diffusion of information among reference groups, the emergence of the internet has recently provided the means to empirically es ...

The purpose of this research was to examine the effects of a political candidate's blog-a form of eWOM (electronic Word-of-Mouth)-on attitudes toward the website, attitudes toward the political candid ...

The important influence of peer recommendations on consumer purchases has been strongly established. However, recent growth in electronic discussion boards has increased the potential for electronic w ...

Sellers' reputation, as conveyed by consensus information, influences consumers' trust in the company. Two experiments were used to investigate the effects of consensus information on consumer trust. ...

An Internet banner that advertised a free sample generated higher click-through than a banner ad with information only. The ad attitude and site focus of experiential users were positively affected by ...

The literature of marketing communication in the latter half of the 1990s offers evidence that interactive marketing is a significant presence in the field of marketing communication, and that control ...

In this study the relationship between involvement, presence, and ad judgment in a computer-mediated communications environment was investigated. A popular computer game was modified to incorporate ad ...

This article reviews the empirical literature on interactivity, primarily studies based on experimental designs, and concludes that two conceptualizations of interactivity are beginning to dominate: t ...

The purpose of this research is to reconcile seemingly inconsistent findings regarding the effects of interactivity on communication outcomes such as attitude toward the website in two different inter ...

This study investigated the effects of web site interactivity on consumers’ trust in brands and product evaluations, and their subsequent purchase intentions in a multi-channel context. Results from t ...

The recent arrival of interactive messaging/marketing units (IMUs) begs the question: Does interacting with an advertisement enhance its persuasive appeal? How does interactivity compare with other st ...

This study looks into different types of interactive functions, and the associative relationship between these interactive functions and website ranking. Six types of interactive functions are identif ...

The main goal of this study was to build a preliminary structural equation model to understand better the relationships between interactivity, comprehension, and persuasion. The limited capacity proce ...

Global interactive advertising is becoming an important key term for the current marketplace as Internet usage continues to climb at astounding rates on a worldwide basis. The authors propose a defini ...

The authors provide an integrative processing model of Internet advertising, which incorporates the functional and structural schools of thought. The model begins with the functional perspective, whic ...