Measuring the Effects and Effectiveness of Interactive Advertising

  title={Measuring the Effects and Effectiveness of Interactive Advertising},
  author={Paul A. Pavlou and David W. Stewart},
  journal={Journal of Interactive Advertising},
  pages={61 - 77}
ABSTRACT Although interactive advertising is not new, its scale, scope and immediacy has increased substantially with the diffusion of new technologies such as the Internet. The growth of interactive advertising highlights the role of the consumer in the determining the effects and effectiveness of advertising, while challenging traditional assumptions about how advertising works. The active role of the consumer in determining the effects of advertising has important implications for how the… 

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