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1、NewMediaInteractiveAdvertisingvs.TraditionalAdvertisingThisresearchexplorestheeffectivenessofinteractiveadvertisingonanewmediumplatform.Likethepresenceinindustryandthemediathemselves,theacademicresearchstreamisfairlynew.Ourresearchseekstoisolatethekeyfeatureofinteractivityfromconfoundingfactorsand
2、tobegintoteaseapartthosesituationsforwhichinteractivitymightbehighlydesirablefromthosesituationsforwhichtraditionaladvertisingvehiclesmaybesufficientorsuperior.Wefindthatthetraditionallinearadvertisingformatofconventionaladsisactuallybetterthaninteractiveadvertisingforcertainkindsofconsumersandfor
3、certainkindsofads.Inparticular,wefindthatacognitive“matching”ofthesystemproperties(beingpredominatelyvisualorverbal)andtheconsumersegmentneeds(preferringtheirinformationtobepresentedinavisualorverbalmanner)appearstobecritical.MoreresearchshouldbeconductedbeforesubstantialexpendituresaredevotedtoAL
4、EXABEZJIAN-AVERYadvertisingontheseinteractivemedia.Thesenewmeansofcommunicatingwithcustomersareindeedexciting,buttheymustbedemonstratedtobeeffectiveonDePaulUniversityconsumerengagementandpersuasion.INTERACTIVEMARKETINGSYSTEMSareenjoyingex-(BlattbergandDeighton,1991).Theconsumer’sin-plosivegrowth,g
5、ivingfirmsaplethoraofwaysofputallowssubsequentinformationtobecustom-contactingconsumers(e.g.,kiosks,Webpages,izedtopertinentinterestsandbarsirrelevantcom-homecomputers).Intheseinteractivesystems,amunications,therebyenhancingboththecon-customercontrolsthecontentoftheinteraction,sumerexperienceandth
6、eefficiencyofthefirm’srequestingorgivinginformation,attheattribute-advertisingandmarketingdollar.level(e.g.,aPC’sRAMandMHz)orintermsofAsexcitingasthesenewinteractivemediaap-benefits(e.g.,aPC’scapabilityandspeed).Acus-peartobe,littleisactuallyknownabouttheiref-tomercancontrolthepresentationorderoft
7、hefectonconsumers’considerationoftheadvertisedinformation,andunwantedoptionsmaybede-products.AsBerthon,Pitt,andWatson(1996)leted.Theconsumermayrequestthattheinforma-state,“advertisingandmarketingpractitioners,BOB
