Hi Everyone! Welcome to our blog! We are the group of students who working on researching about what kind of Interactive Advertising Tools will be used by marketers in marketplace. Our research not only focus in Hong Kong, but also in different countries.
Let’s look at the definition of Interactive Advertising (IA):
As the technology development growing day by day, the definition of Interactive Advertising is changing time to time accordingly, in 1990, Cutler, taking an exchange perspective, defined IA as a "media that provides the opportunity to instantaneously advertise, execute a sale, and collect payment." As a decade after, in 2000, Leckenby and Li provided us with even more broad definition: IA is " The paid and unpaid presentation and promotion of products, services and ideas by an identified sponsor through mediated means involving mutual action between consumers and producers." These definitions do not limit interactive to just the Internet, but allows us to include any form of IA that seeks "mutual action".
From now on, we are going to take a look on various Interactive advertisements to study the different kinds of Interactive Advertising Tools which adopted by marketers recently, such as Game, Banner, Online Advertising, Offline Advertising, Roadshow, Interactive Television Advertisements, Interactive Projection Advertisements, etc.
In the blog, we have both academic element from reference books and personal sharing from our daily experience, just feel free to leave your comment to us, so that we can become more “Interactive”!
Ref: Journal of Interactive Advertising: http://www.jiad.org/article12
Let’s look at the definition of Interactive Advertising (IA):
As the technology development growing day by day, the definition of Interactive Advertising is changing time to time accordingly, in 1990, Cutler, taking an exchange perspective, defined IA as a "media that provides the opportunity to instantaneously advertise, execute a sale, and collect payment." As a decade after, in 2000, Leckenby and Li provided us with even more broad definition: IA is " The paid and unpaid presentation and promotion of products, services and ideas by an identified sponsor through mediated means involving mutual action between consumers and producers." These definitions do not limit interactive to just the Internet, but allows us to include any form of IA that seeks "mutual action".
From now on, we are going to take a look on various Interactive advertisements to study the different kinds of Interactive Advertising Tools which adopted by marketers recently, such as Game, Banner, Online Advertising, Offline Advertising, Roadshow, Interactive Television Advertisements, Interactive Projection Advertisements, etc.
In the blog, we have both academic element from reference books and personal sharing from our daily experience, just feel free to leave your comment to us, so that we can become more “Interactive”!
Ref: Journal of Interactive Advertising: http://www.jiad.org/article12
-- Christine Ma
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