Interactive Advertising and Presence: A Framework

Jennifer Snyder-Duch and Matthew Lombard

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 communication that attempts to persuade consumers, through use of a variety of strategies and appeals, to buy or use a particular product or service (Defleur & Dennis, 1996, p. 564) and relatedly, paid nonpersonal communication from an identified sponsor using mass media to persuade or influence an audience (Wells, Burnett, & Moriarity, 1998, p. 13). But it is becoming abundantly clear that although...

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