The Interactive Advertising Model: How Users Perceive and Process Online Ads

The authors provide an integrative processing model of Internet advertising, which incorporates the functional and structural schools of thought.
  

The Interactive Advertising Model:How Users Perceive and Process Online Ads

Shelly Rodgers School of Journalism & Mass Communication, University of Minnesota andEsther Thorson School of Journalism, University of Missouri-Columbia

INTRODUCTION

Although the Internet1provides an efficient medium for advertising (Hoffman & Novak, 1996), practitioners are trying to figure out how to maximize this new medium (Eighmey & McCord, 1998). Scholars are attempting to do the same. Their approach, however, generally differs from practitioners in the way rigorous theories, methods and models are built, used, tested and re-tested. Our purpose here...

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