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...