Interactive Advertising and Presence: A Framework

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 new possibilities for advertisers, there is little information available regarding how to take advantage of them.
  

Interactive Advertising and Presence: A Framework

Matthew Lombard Temple University and,Jennifer Snyder-Duch University of Wisconsin-Green Bay

THE CHANGING NATURE OF ADVERTISING

Traditionally advertising has been defined as a form of controlled...