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| Author: | Chiagouris, L. Lala, V. |
| Title: | Beauty is in the eye of the tech manager. How technology orientation and interactive-media knowledge can drive (or stall) change |
| Journal: | Journal of Advertising Research
2009 : SEP, VOL. 49:3, p. 328-338 |
| Index terms: | advertising research advertising effectiveness advertising media planning innovation managers USA |
| Freeterms: | interactive marketing interactive multimedia |
| Language: | eng |
| Abstract: | This study explores the conditions under which managers are more likely to act on their perceptions (here as: prcps.) of media waste (here as: m-w.) in comparing traditional (as: trd.) media with interactive (as: i-a.) media. Based on a national survey of the U.S. managers, it is found that their prcps. of wastefulness of trd. marketing (as: mkng.) media on implementation of i-a. marketing technologies are contingent on their own personal technology orientation and their hierarchical position in the organization. Specifically, prcps. of m-w. will lead to an increase in i-a. mkng. technology budgets and use if the manager is technology oriented or in a senior management position. |
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