The Future of Interactive Advertising Viewed Through an IMC Lens

Rachel Rivera, Andy Artis and David W Schumann

This paper considers the future of interactive advertising (IA). While some suggest that IA is the wave of the future, others suggest that in five years IA will be mainstream marketing and will no longer be a novel concept.

Digital media effectiveness
Digital media planning & buying
Integration strategy

The Future of Interactive Advertising Viewed Through An IMC Lens

David W.Schumann Andy ArtisandRachel RiveraUniversity of Tennessee

Leckenby and Li (2000), in their comments on why the discipline of advertising needs the Journal ...

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