Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda

Paul A. Pavlou and David W. Stewart

Although interactive advertising is not new, its scale, scope and immediacy has increased substantially with the diffusion of new technologies such as the Internet.
  

Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda

Paul A. Pavlou andDavid W. Stewart University of Southern California

INTRODUCTION

The past decade has witnessed the development of information and communication technologies that enable easy and rapid interaction between customer and advertiser. As a result, advertisers are increasingly relying on various modes of interactive technology to advertise and promote their products and services. A new genre of advertising and marketing communications agencies has emerged, the interactive agency, even as more traditional advertising agencies have embraced interactive technologies. Expenditures for online advertising, only...

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