Beauty is in the Eye of the Tech Manager: How Technology Orientation and Interactive-Media Knowledge Can Drive (or Stall) Change

Larry Chiagouris and Vishal Lala

Traditional media tools often are criticized for the waste of targeting noncustomers. Although marketing managers are aware of the potential for waste in the use of traditional media, such vehicles continue to dominate media budgets.

Beauty is in the Eye of the Tech Manager: How Technology Orientation and Interactive-Media Knowledge Can Drive (or Stall) Change

Larry Chiagouris and Vishal LalaPace University

OVERVIEW

A number of academic papers have extolled the virtues of interactive media over traditional media (Deighton, 1996; Sicilia, Ruiz, and Munuera, 2005; Yadav and Varadarajan, 2005). A primary reason for the enthusiasm of interactive media is related to the manner in which it is different than traditional media. One of the ways in which interactive media differ from traditional media is in their ability to address an individual, gather and...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands