search query: @author Rust, R. / total: 10
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| Author: | Rust, R. Varki, S. |
| Title: | Rising from the ashes of advertising |
| Journal: | Journal of Business Research
1996 : NOV, VOL. 37:3, p. 173-182 |
| Index terms: | RESEARCH ADVERTISING ECONOMICS |
| Language: | eng |
| Abstract: | The authors argue that interactive media , such as the Internet, will functionally displace traditional mass media, because interactive media will be better able to serve the communication needs of individuals. The authors show that in the age of interactivity audiences will shift from being large, heterogeneous, and anonymous to being small, homogeneous, and addressable. The authors expect this shift in audience characteristics to radically change the nature of advertising. The authors predict that in the age of interactivity , advertising will be less intrusive, better-targeted, more information-oriented, and more accountable for bottom-line results. |
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