haku: @author Bezjian-Avery, A. / yhteensä: 1
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| Tekijä: | Bezjian-Avery, A. Calder, B. Iacobucci, D. |
| Otsikko: | New media interactive advertising vs. traditional advertising |
| Lehti: | Journal of Advertising Research
1998 : JUL/AUG, VOL. 38:4, p. 23-32 |
| Asiasana: | Marketing Advertising Effectiveness Statistical methods USA |
| Vapaa asiasana: | Interactive marketing |
| Kieli: | eng |
| Tiivistelmä: | In this research, it is explored the effectiveness of interactive advertising on a new medium platform. Like the presence in industry and the media themselves, the academic research stream is fairly new. The research seeks to isolate the key feature of interactivity from confounding factors and to begin to tease apart those situations for which interactivity might be highly desirable from those situations for which traditional advertising vehicles may be sufficient or superior. It is found that the traditional linear advertising format of conventional ads is actually better than interactive advertising for certain kinds of consumers and for certain kinds of ads. Particularly, it is found that a cognitive "matching" of the system properties (being predominately verbal or visual) and the consumer segment needs (preferring their information to be presented in a verbal or visual manner) appears to be critical. There are also suggestions for further research. |
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