Below-the-line and other communications: Interactive

 

In this article, Jeremy Bullmore argues that the internet has not changed mass communication quite so drastically as everyone seems to think. It is true that it gives audiences a voice for the first t ...

This exploratory study investigates the knowledge, perceptions, and intentions of advertising professionals in Belgium toward the introduction and use of IDTV as a marketing communication tool. In the ...

Discussion with Jeffrey and Bryan Eisenberg, authors of a recent book 'Waiting for Your Cat to Bark: Persuading Customers When They Ignore Marketing', showing how businesses can optimise increasingly ...

While the majority of media attention is directed at client/agency breakups, in most cases these relationships are regarded by both sides as working smoothly and fruitfully - a not inconsiderable achi ...

Mark Joy, joint MD of sales promotion agency, Gasoline, sees 'brand activation' as bringing the brand experience to life in an enjoyable, relevant and engaging way. He describes the factors driving 'B ...

The literature of marketing communication in the latter half of the 1990s offers evidence that interactive marketing is a significant presence in the field of marketing communication, and that control ...

With the recent reissue of Lester Wunderman's 'Being Direct', Martin Thomas, a partner at Nylon, reflects on the insights and predictions of 40 years ago. He reveals that Wunderman's watchwords of 'p ...

Rex Briggs, managing director at Marketing Evolution, believes that the internet has been the catalyst for a reorientation of marketing - a fundamental change in the way we think about the business. T ...

Nick McConnell, director of sales and marketing at Broadsystem, outlines the history of interactive TV in the UK and reports on a survey to investigate who interacts and what motivates them. He conclu ...

Rob Leach, head of interactive services for Sky Media, explains the driving forces behind the dramatic rise in interactive advertising (iA) at Sky. Quoting a number of examples he describes how adver ...

In this introduction to Admap's focus on interactive communications, Roderick White looks at developments in interactive Television (iTV) - for advertisers and programme makers; internet and web based ...

Ingrid Anusic, from Junction, the organisers of the Interactive TV Advertising Show, describes the development of iTV advertising in UK and USA. Many UK speakers at the event confirmed that iTV (press ...

Ross Fadner, a New York based journalist specialising in internet marketing, discusses the hot topic from the Jupiter Media Advertising Forum (New York, July 2004) – can interactive agencies handle se ...

Danny Meadows-Klue, chief executive of the Interactive Advertising Bureau (a think tank and trade association for the commercial interactive industry), traces the short history of the web, and shows ...

Charlie Dobres, CEO of i-level digital communications agency, reviews the current state of digital marketing, and looks at how home PCs and TVs are used interactively. He sees interactivity as devel ...

The interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness. To accomplish this, firms ...

Ian Johnson outlines the growth of game playing on interactive TV. He differentiates between hardened gamers who use Play-Station type games and those who play on iTV whom he defines as playing simpl ...

In this paper we develop a comprehensive model hat integrates attitudinal, motivational, and psychographical data from customers and combines that with behavioral data to determine the overall impact ...

This article describes the developments that are taking place as interactive TV becomes a more significant advertising vehicle. Several short case studies are described to illustrate how different ty ...

This article describes a research project for Fish4, a range of interactive online services backed by regional newspapers. Fish 4 provides access to advertising for second hand cars, jobs and houses. ...

This paper presents the findings from a study designed to investigate the use of interactive psychographics to develop cross-selling strategies. Interactive psychographics is the process of identifyin ...

The author confronts the role of new Internet appliances and the convergence of TVs and PCs. He propounds the 'Law of Unintended Consequences' and concludes that forecasting future media behaviour wi ...

Interactivity provides marketers with the means to deliver virtual realities custom designed for and by each consumer. With the help of computer-assisted marketing, consumers can form virtual societie ...

Argues that interactive advertising is and should remain a specialist discipline. Profero, the author's company, was the first online interactive agency in the UK: its growth described. Key to this su ...

This paper considers the future of interactive advertising (IA). While some suggest that IA is the wave of the future, others suggest that in five years IA will be mainstream marketing and will no lon ...

New communication technologies are creating new challenges for the advertising industry. While digital and high definition television, e-mail, the World Wide Web, and other new technologies represent ...

This article considers the fundamental change to media advertising wrought by digital technology. Targeted interactivity, one-to-one communication, convergence and new ways of thinking will be the wa ...

This article describes the current and possible future impact of technology on the practice of advertising. Advertisers have traditionally divided media into two groups according to the way that the a ...

Interactivity is something researchers study, new technology commercials promote, and designers create. It's not something people do. People use the internet, watch TV, shop, explore, learn, send and ...

All indications are that the trends towards integration and cross fertilisation will continue to accelerate. As with other types of breeding, cross fertilisation is likely to produce better results a ...