New Media Interactive Advertising vs Traditional Advertising - The current hype on "interactive advertising" is that it will change the world as we know it. This study explores the situations for which interactive marketing may indeed facilitate consumers in the processing of advertisements, in contrast to situations where classic ad presentations may be superior
Year of publication: |
1998
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Authors: | Bezjian-Avery, Alexa ; Calder, Bobby ; Iacobucci, Dawn |
Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 38.1998, 4, p. 23-32
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