Interactive Advertising and Presence

摘要: AbstractNew communication technologies are creating new challenges for the advertising industry. While digital and high definition television, e-mail, World Wide Web, other represent possibilities advertisers, there is little information available regarding how to take advantage of them. There indications that applying traditional models, designed media provide users with a passive, impersonal experience, will be unsuccessful interactive media. A growing body research theory on concept presence may valuable framework advertisers as they try adapt changing environment. This paper considers some ways evolving incorporate work can guide evolution.