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| Author: | Taylor, C.R. |
| Title: | Editorial: The six principles of digital advertising |
| Journal: | International Journal of Advertising
2009 : VOL. 28:3, p. 411-418 |
| Index terms: | advertising internet |
| Freeterms: | new media principle digital |
| Language: | eng |
| Abstract: | This article examines what has been learned about digital advertising in the internet and new media. Six principles of digital advertising are proposed that can be applied to new media. Three of these principles relate to consumer considerations, two to executional factors that can be incorporated into the design of the ad, and one to the general philosophy behind advertising. The unique advantages of the internet allow for effective targeting of consumers and potentially allow for greater engagement of the consumers. It is important to continue to evaluate and compile knowledge on what makes new media advertising effective. |
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