Opportunities and thresholds for advertising on interactive digital TV: a view from advertising professionals

This exploratory study investigates the knowledge, perceptions, and intentions of advertising professionals in Belgium toward the introduction and use of IDTV as a marketing communication tool.
  

Opportunities and thresholds for advertising on interactive digital TV: a view from advertising professionals

Verolien Cauberghe and Patrick De Pelsmacker University of Antwerp (Belgium)

INTRODUCTION

The convergence of three industries – namely...