266:
advertisements can be classified into one of five basic categories, including product/service, public service announcement, issue, corporate and political. Advert types also interact with the user's motives to influence outcomes, or consumer responses, reinforcing the need for
Interactive Advertising as a means of persuading potential consumers and target audiences.
207:, editors Li and Leckenby (2000) defined interactive advertising as the "paid and unpaid presentation and promotion of products, services and ideas by an identified sponsor through mediated means involving mutual action between consumers and producers". This is most commonly performed through the internet; often through the use of an
218:
The goals of interactive advertising are usually akin to the traditional objectives of advertising, i.e. to sell a product. This in turn means that many of the traditional elements of advertising impact and effectiveness remain relevant, even within the scope of interactive media. However, according
223:
2001, interactive advertising also has some properties that expand the range of potential objectives and that improve advertising effectiveness. Interactive advertising also has the potential to decrease the losses associated with poorly coordinated advertising, to reduce the difficulties commonly
240:
As consumerism becomes more prominent within the global economy and social interactions become more significant in establishing healthy long-term relationships with consumers, interactive advertising also grows in importance because it triggers greater motivation for social interaction between
277:
Functions, Internet motives and mode are the main factors of user controlled aspects. In fact, a number of researchers and practitioners argue that consumers have more control on the
Internet than do advertisers (Roehm & Haugtvedt, 1999). Some have gone so far as to argue that interactive
265:
There are many different facets to interactive advertising, including varying methods and types. Using many different types of cognitive tools and advert presentations, organizations can enhance the impact of their campaigns with this type of advertising. According to
Thorson (1996), all
255:
Interactive advertising has greater benefits in industries where creativity helps to capture the attention of buyers. In some markets however, there is little room for this, and excessive use of creativity can become a form of noise that disrupts the conveying of intended messages to
286:
Various aspects of
Internet advertising are under the control of the advertiser. Most of these variables include structural elements, such as ad types, formats and features. This does not mean that consumers never control the structure of the interactive ads.
233:
Interactive advertising allows consumers to interpret advertisements in unique ways and understandings, and sheds light on the increasing significance of the consumer's role in determining the value of marketing campaigns in modern
484:
Cross, R., & Smith, J. (1997). Customer-focused strategies and tactics. In R. Brady, E. Forrest, & R. Mizerski (Eds.), Cybermarketing: Your
Interactive Marketing Consultant (pp. 55–78). Lincolnwood, IL: NTC Business
480:
Roehm, H. A., & Haugtvedt, C. P. (1999). Understanding interactivity of cyberspace advertising. In D. W. Schumann & E. Thorson (Eds.), Advertising and the World Wide Web (pp. 27–39). Mahwah, NJ: Lawrence
251:
Whilst interactive advertising may be highly appealing to a prepared audience, it is difficult, costly and time-consuming to prepare, especially for target markets that have yet to be properly identified and
237:
Interactive advertising encourages consumers to actively engage in the marketing communications themselves to input feedback, neglect irrelevant elements, and absorb content that appeals to them.
278:
marketing and advertising techniques will not work unless practitioners "step into the shoes" of and approach the
Internet from the consumer's vantage point (Cross & Smith, 1997).
269:
Using the
Internet as the main medium for interactive advertising to study the methods, types and outcomes, we can then sound out the different user or advertiser controlled aspects.
200:
or offline interactive media to communicate with consumers and to promote products, brands, services, and public service announcements, corporate or political groups.
542:
180:
427:
Ko, Hanjun; Cho, Chang-Hoan; Roberts, Marilyn S. (2005-06-01). "INTERNET USES AND GRATIFICATIONS: A Structural
Equation Model of Interactive Advertising".
173:
38:
547:
517:
512:
532:
468:
Li, Hairong; Leckenby, John D. 2004. Internet
Advertising Formats and Effectiveness. Center for Interactive Advertising.
389:
Pavlou, Paul A.; Stewart, David W. (2000-09-01). "Measuring the
Effects and Effectiveness of Interactive Advertising".
537:
288:
166:
33:
72:
367:
492:
119:
43:
332:
488:
Rodgers, S. 2001. The Interactive Advertising Model: How Users Perceive and Process Online Ads. JIAD.
224:
encountered in clearly communicating an advertising message and to help overcome new product hurdles.
522:
124:
527:
477:
Thorson (Eds.), Advertising and the World Wide Web (pp. 99–117). Mahwah, NJ: Lawrence Erlbaum.
337:
133:
105:
86:
452:
406:
156:
63:
53:
24:
444:
347:
327:
322:
58:
436:
398:
91:
496:
147:
142:
48:
303:
and non-carrier websites are examples of advertiser controlled interactive advertising.
296:
469:
506:
456:
410:
317:
96:
81:
440:
402:
292:
312:
114:
448:
368:"From the Editors: Why We Need the Journal of Interactive Advertising | JIAD"
300:
474:
Flew, T. 3rd edition. 2008. New Media: an introduction Melbourne: Oxford.
342:
197:
375:
210:
that can deliver a variety of interactive advertising units.
489:
174:
8:
181:
167:
15:
359:
155:
132:
104:
71:
23:
543:Promotion and marketing communications
7:
422:
420:
391:Journal of Interactive Advertising
241:potential consumers and suppliers.
221:Journal of Interactive Advertising
205:Journal of Interactive Advertising
14:
273:User generated/controlled aspects
39:Local search engine optimisation
441:10.1080/00913367.2005.10639191
403:10.1080/15252019.2000.10722044
203:In the inaugural issue of the
1:
282:Advertiser controlled aspects
564:
34:Search engine optimization
490:http://jiad.org/article5
194:Interactive advertising
73:Search engine marketing
548:Video game development
518:Advertising techniques
429:Journal of Advertising
120:Contextual advertising
44:Social media marketing
513:Advertising by medium
499:(accessed 03/09/2008)
471:(accessed 02/25/2010)
333:Immersive advertising
533:Marketing techniques
125:Behavioral targeting
338:In-game advertising
134:Affiliate marketing
106:Display advertising
87:Cost per impression
19:Part of a series on
538:Online advertising
495:2008-09-20 at the
157:Mobile advertising
64:Native advertising
54:Referral marketing
25:Internet marketing
348:View-through rate
328:Digital marketing
323:Augmented reality
191:
190:
59:Content marketing
555:
461:
460:
424:
415:
414:
386:
380:
379:
374:. Archived from
364:
183:
176:
169:
92:Search analytics
16:
563:
562:
558:
557:
556:
554:
553:
552:
503:
502:
497:Wayback Machine
465:
464:
426:
425:
418:
388:
387:
383:
366:
365:
361:
356:
309:
297:sponsored posts
284:
275:
263:
248:
230:
216:
187:
148:Revenue sharing
143:Cost per action
49:Email marketing
12:
11:
5:
561:
559:
551:
550:
545:
540:
535:
530:
525:
520:
515:
505:
504:
501:
500:
486:
482:
478:
475:
472:
463:
462:
416:
381:
378:on 2013-05-09.
358:
357:
355:
352:
351:
350:
345:
340:
335:
330:
325:
320:
315:
308:
305:
283:
280:
274:
271:
262:
259:
258:
257:
253:
247:
244:
243:
242:
238:
235:
229:
226:
215:
212:
189:
188:
186:
185:
178:
171:
163:
160:
159:
153:
152:
151:
150:
145:
137:
136:
130:
129:
128:
127:
122:
117:
109:
108:
102:
101:
100:
99:
94:
89:
84:
76:
75:
69:
68:
67:
66:
61:
56:
51:
46:
41:
36:
28:
27:
21:
20:
13:
10:
9:
6:
4:
3:
2:
560:
549:
546:
544:
541:
539:
536:
534:
531:
529:
526:
524:
521:
519:
516:
514:
511:
510:
508:
498:
494:
491:
487:
483:
479:
476:
473:
470:
467:
466:
458:
454:
450:
446:
442:
438:
434:
430:
423:
421:
417:
412:
408:
404:
400:
396:
392:
385:
382:
377:
373:
369:
363:
360:
353:
349:
346:
344:
341:
339:
336:
334:
331:
329:
326:
324:
321:
319:
318:Advertainment
316:
314:
311:
310:
306:
304:
302:
298:
294:
293:companion ads
290:
281:
279:
272:
270:
267:
260:
254:
250:
249:
246:Disadvantages
245:
239:
236:
232:
231:
227:
225:
222:
213:
211:
208:
206:
201:
199:
195:
184:
179:
177:
172:
170:
165:
164:
162:
161:
158:
154:
149:
146:
144:
141:
140:
139:
138:
135:
131:
126:
123:
121:
118:
116:
113:
112:
111:
110:
107:
103:
98:
97:Web analytics
95:
93:
90:
88:
85:
83:
82:Pay-per-click
80:
79:
78:
77:
74:
70:
65:
62:
60:
57:
55:
52:
50:
47:
45:
42:
40:
37:
35:
32:
31:
30:
29:
26:
22:
18:
17:
435:(2): 57–70.
432:
428:
397:(1): 61–77.
394:
390:
384:
376:the original
371:
362:
285:
276:
268:
264:
220:
217:
209:
204:
202:
193:
192:
523:Advergaming
313:Advergaming
289:Display ads
115:Ad blocking
528:Advergames
507:Categories
354:References
301:hyperlinks
256:consumers.
228:Advantages
214:Objectives
457:144435476
449:0091-3367
411:168153520
252:analyzed.
493:Archived
481:Erlbaum.
372:jiad.org
307:See also
261:Elements
234:society.
343:Innovid
219:to the
485:Books.
455:
447:
409:
198:online
453:S2CID
407:S2CID
196:uses
445:ISSN
437:doi
399:doi
509::
451:.
443:.
433:34
431:.
419:^
405:.
393:.
370:.
299:,
295:,
291:,
459:.
439::
413:.
401::
395:1
182:e
175:t
168:v
Text is available under the Creative Commons Attribution-ShareAlike License. Additional terms may apply.