The Future of Interactive Advertising Viewed Through An IMC Lens
David W.SchumannAndy ArtisandRachel RiveraUniversity of Tennessee
Leckenby and Li (2000), in their comments on why the discipline of advertising needs the Journal of Interactive Advertising (JIAD), began by citing a number of 'important international practitioners.' These practitioners envisioned interactivity as the 'key ingredient to successful media,' and 'the ...