Developing interactive advertising strategies on the internet as a function of consumer knowledge, ability, and involvement. (1st September 2004)

• Record Type: Journal Article
• Authors: McFarland, Richard G.; Dalsem, Shane Van; Sheu, Chwen
• Is Part Of: International journal of internet marketing and advertising. Volume 1:Number 3(2004)
• Page Start: 300
• Page End: 315
• Publication Date: 2004-09-01
• Subjects: interactive advertising -- information search -- internet promotional strategies -- e-commerce -- interactive information search -- internet advertising -- internet marketing; Internet marketing -- Periodicals; Internet advertising -- Periodicals; 658.872
• Languages: English
• ISSNs: 1477-5212

Abstract

As the internet has developed and gained wider usage, investment in and the application of interactive advertising (IA) has grown. The effectiveness of IA has significant financial and marketing implications for many firms. This study reviews the different forms of IA and suggests that firms design their IA programmes based on a number of important factors. We make managerial recommendations for the appropriate selection of IA and the appropriate content of IA based on product, firm, and target consumer characteristics. Based on the consumer behaviour information search model, we suggest that the consumer-related characteristics of knowledge, ability, and involvement are critical factors to consider when implementing IA strategies.