Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda

Journal of Interactive Advertising, Vol 1 No 1 (Fall 2000), pp. 62‐78

17 Pages Posted: 19 Jan 2014

See all articles by Paul A. Pavlou

Paul A. Pavlou

University of Houston - C.T. Bauer College of Business

David W. Stewart

University of Southern California - Marshall School of Business

Date Written: 2000

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 effects and effectiveness of advertising are measured and how various measures are interpreted. The present paper offers a discussion of these issues and compares and contrasts traditional notions regarding the measurement of advertising effects with notions that recognize the active role of the consumer in interacting with advertising and the advertiser. Implications for future research are discussed.

Suggested Citation

Pavlou, Paul A. and Stewart, David W., Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda (2000). Journal of Interactive Advertising, Vol 1 No 1 (Fall 2000), pp. 62‐78, Available at SSRN: https://ssrn.com/abstract=2380734

Paul A. Pavlou (Contact Author)

University of Houston - C.T. Bauer College of Business

Houston, TX 77204-6021
United States

David W. Stewart

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA California 90089
United States
213-740-5037 (Phone)

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