search query: @author Rappaport, S.D. / total: 2
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| Author: | Rappaport, S.D. |
| Title: | Lessons from online practice: new advertising models |
| Journal: | Journal of Advertising Research
2007 : VOL. 47:2, p. 135-141 |
| Index terms: | advertising advertising media internet models |
| Freeterms: | online advertising |
| Language: | eng |
| Abstract: | The paper discusses online advertising and how it is moving from clicks to conversations. With that advertisers are moving from traditional interrupt and repeat advertising to new advertising models centered on the consumer. Three models are introduced: on demand, engagement and advertising as a service. The provide marketers with flexibility. Moreover, there will never be again one dominant approach guiding advertising as there has been for the last 75 years. |
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