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

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...