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...
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.
