Warc index
 

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 ...

The author describes the nature, history and value of 'cookies' - the little programs that are served to web browsers by Websites. He sees them as an important, and often under-utilised, aspect of in ...

The interactive marketplace changes traditional marketing theory. An argument is made for the development of shared values and reciprocity as a theory base on which to build customer relationships. A ...

In order to play its full role, ITV will need to ensure that it gets its content right. For smaller television players content is also important, but they are looking to reach smaller target groups o ...

In e-business the customer is king, poor on-line service and bad experience will be met by a simple click of farewell. The competition is a simple click away. In no other business channel is the cus ...

Can the internet rise to the challenge of interactive television or will it crumble under the onslaught ? A recent poll predicted that interactive TV and not the pc was likely to be the consumer's pre ...

The single biggest challenge to the advertising industry is the fast approaching interactive TV, not because of the increases in the number of stations but because consumers are, for the first time, ...

Argues that brand advertising is the wrong model for Internet business. The Internet has moved beyond advertising: transactions are where profits will be made. A brand that got it right: Dell Computer ...

Digital TV and the Internet can be used to deliver effectively promotional offers. Customers of US chain Wal-Mart swipe a smart card, which stores data about consumers purchase patterns, geodemographi ...

Smart cards - such as those used by Boots and Shell (not those cards with magnetic strips to hold points balances) ... - provide a means to create a personalised interface at the point of sale. This i ...

This article looks at FAST's sixteen 'best practice' recommendations to help make online media buying easier and more efficient (see also 72278).

This paper recognises that the Internet is changing the way major companies communicate with their customers - and discusses how P&G is reacting. The author then goes on to discuss the formation of F ...

This is a conceptual paper based on the evolution of marketing and advertising in a world that is increasingly dominated by technology. Markets, according to postmodern thought, are beginning to fragm ...

Argues that there is still a gap between the new media, as driven by the new technology, and how consumers will respond to them. There is little understanding of how people value, consume and interact ...

Comparison of Internet development in UK and US. Advertising expenditure has been much slower to grow in the UK: reasons for this are given. Several barriers to growth are examined: it is expected tha ...

An overview of the prospects for digital TV. Discusses: first steps; regulators; the market; infrastructure; consumers; and whether and how TV consumption habits will change. The difficulty of forecas ...

Robin Webster, from the ANA, reports on the FAST (Future of Advertising Stakeholders) Forward Summit held in August 1998 - when all sections of the interactive marketing industry came together to disc ...

The importance of the world wide web has gained considerable ground in recent years. The competition to attract customers to specific web sites is increasing at an explosive rate. This research ass ...

Describes a technique for interactive communication, used by the author's company. The method uses a questionnaire or `quiz game' in which the target audience is taken through the detail of a communic ...

This paper is based upon the experience of the authors in researching general and specialized retailing and consumer behaviour, on related research projects in other countries and on a research progra ...

Currently, there are few owners but many challengers for dominance in cyberspace. Increasingly, there is commercial pressure to justify Internet investment and establish the effectiveness of the Web a ...

Buyer-seller relationships, networks and partnerships are rapidly becoming key issues in marketing. Indeed it is now recognized that building and maintaining interactive strategic relationships have s ...

This paper discusses advertising using interactive mechanisms, above all, Internet-based advertising in Japan. The number of Internet users is sharply increasing in Japan as in other countries. With ...

'The lines are blurring among four huge industries: computers, consumer electronics, communications and entertainment. The relentless spread of digital electronics-converting information, sound, video ...

Describes the present situation and future prospects of digital, interactive media. Charts show the world-wide Internet growth from 1991 to 1996. The early problems of the Internet are described, and ...

A refreshingly practical guide to the state of interactive marketing today - the media, their marketing applications and activity so far. Plus, for those about to make the leap, some tips on getting i ...

There is much talk of interactive media in the trade press and elsewhere, but what is the reality for advertisers? This article considers the opportunities for interactive advertising which either exi ...