Measuring the Effects and Effectiveness of Interactive Advertising

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.

[1]  H. E. Krugman.  THE MEASUREMENT OF ADVERTISING INVOLVEMENT , 1966 .

[2]  R. Cyert,et al.  Theory of the Firm , 1966 .

[3]  George A. Akerlof.  The Market for “Lemons”: Quality Uncertainty and the Market Mechanism , 1970 .

[4]  P. Nelson.  Information and Consumer Behavior , 1970, Journal of Political Economy.

[5]  W T Powers,et al.  Feedback: Beyond Behaviorism , 1973, Science.

[6]  Henry C. Lucas,et al.  Systems Quality, User Reactions, and the Use of Information Systems. , 1974 .

[7]  John Short,et al.  The social psychology of telecommunications , 1976 .

[8]  A. deCarufel,et al.  Research Methods and the Future , 1976 .

[9]  M. C. Jensen,et al.  Harvard Business School; SSRN; National Bureau of Economic Research (NBER); European Corporate Governance Institute (ECGI); Harvard University - Accounting & Control Unit , 1976 .

[10]  O. Williamson,et al.  Markets and Hierarchies: Analysis and Antitrust Implications. , 1977 .

[11]  Anders Edstrom,et al.  User Influence and the Success of MIS Projects: A Contingency Approach , 1977 .

[12]  W. T. Powers.  Quantitative Analysis of Purposive Systems: Some Spadework at the Foundations of Scientific Psychology , 1978 .

[13]  J. Leigh,et al.  Current issues and research in advertising , 1978 .

[14]  Morgan W. McCall,et al.  Stogdill's Handbook of Leadership , 1982 .

[15]  Daniel Robey,et al.  User Involvement in Information System Development: A Conflict Model and Empirical Test , 1982 .

[16]  Richard S. Ruback,et al.  The Market for Corporate Control: The Scientific Evidence , 2002 .

[17]  Michael C. Jensen,et al.  The market for corporate control , 1983 .

[18]  Girish N. Punj,et al.  An Interaction Framework of Consumer Decision Making , 1983 .

[19]  M. Lynne Markus,et al.  Power, politics, and MIS implementation , 1987, CACM.

[20]  L. Barsalou,et al.  Ad hoc categories , 1983, Memory & cognition.

[21]  Blake Ives,et al.  User Involvement and MIS Success: A Review of Research , 1984 .

[22]  A. Kellerman,et al.  The Constitution of Society : Outline of the Theory of Structuration , 2015 .

[23]  P. Schurr,et al.  Influences on exchange processes: Buyers' preconceptions of a seller's trustworthiness and bargaining toughness. , 1985 .

[24]  L. Barsalou.  Ideals, central tendency, and frequency of instantiation as determinants of graded structure in categories. , 1985, Journal of experimental psychology. Learning, memory, and cognition.

[25]  Beverly Bryant,et al.  Methodological and Theoretical Foundations of Advertising Copytesting: A Review , 1985 .

[26]  David W. Stewart,et al.  Effective television advertising : a study of 1000 commercials , 1987 .

[27]  Richard L. Daft,et al.  Organizational information requirements, media richness and structural design , 1986 .

[28]  Paolo Leon.  The Economic Institutions of Capitalism , 1986, The Antitrust Bulletin.

[29]  Jay F. Nunamaker,et al.  A group decision support system for idea generation and issue analysis in organization planning , 1986, CSCW '86.

[30]  R. Daft,et al.  Media Symbolism, Media Richness, and Media Choice in Organizations , 1987 .

[31]  Richard L. Daft,et al.  Message Equivocality, Media Selection, and Manager Performance: Implications for Information Systems , 1987, MIS Q..

[32]  W. Dugger.  The Economic Institutions of Capitalism , 1987 .

[33]  Jay F. Nunamaker,et al.  Information Technology to Support Electronic Meetings , 1988, MIS Q..

[34]  M. Markus,et al.  Information technology and organizational change: causal structure in theory and research , 1988 .

[35]  E. Rogers,et al.  Research methods and the new media , 1988 .

[36]  Raymond R. Burke,et al.  Competitive Interference and Consumer Memory for Advertising , 1988 .

[37]  Gerardine DeSanctis,et al.  Using a GDSS to Facilitate Group Consensus: Some Intended and Unintended Consequences , 1988, MIS Q..

[38]  Ilze Zigurs,et al.  A Study of Influence in Computer-Mediated Group Decision Making , 1988, MIS Q..

[39]  R. Fazio.  On the power and functionality of attitudes: The role of attitude accessibility. , 1989 .

[40]  F. Webster.  It's 1990-Do you know where your marketing is? : commentary , 1989 .

[41]  Gerardine DeSanctis,et al.  Use of group decision support systems as an appropriation process , 1989, [1989] Proceedings of the Twenty-Second Annual Hawaii International Conference on System Sciences. Volume IV: Emerging Technologies and Applications Track.

[42]  Barton A. Weitz,et al.  Determinants of Continuity in Conventional Industrial Channel Dyads , 1989 .

[43]  Henri Barki,et al.  Rethinking the Concept of User Involvement , 1989, MIS Q..

[44]  David W. Stewart,et al.  Executional Factors and Advertising Effectiveness: A Replication , 1989 .

[45]  K. Eason.  Information Technology and Organizational Change , 1989 .

[46]  C. Hill.  Cooperation, Opportunism, and the Invisible Hand: Implications for Transaction Cost Theory , 1990 .

[47]  Rashi Glazer.  Marketing in an Information-Intensive Environment: Strategic Implications of Knowledge as an Asset , 1991 .

[48]  Abhijit Biswas,et al.  Contextual Effects of Reference Prices in Retail Advertisements , 1991 .

[49]  Herbert H. Clark,et al.  Grounding in communication , 1991, Perspectives on socially shared cognition.

[50]  Janet Fulk,et al.  Emerging Theories of Communication in Organizations , 1991 .

[51]  Jay F. Nunamaker,et al.  Electronic meeting systems , 1991, CACM.

[52]  David W. Stewart,et al.  Speculations on the Future of Advertising Research , 1992 .

[53]  W. Orlikowski,et al.  Genres of Organizational Communication: A Structurational Approach to Studying Communication and Media , 1992 .

[54]  P. Goodman.  Groups That Work (and Those That Don't)Groups That Work (and Those That Don't) by Hackman Richard. San Francisco: Jossey-Bass, 1991, 512 pp. , 1992 .

[55]  Beth H. Jones,et al.  Impact of Communication Medium and Computer Support on Group Perceptions and Performance: A Comparison of Face-to-Face and Dispersed Meetings , 1993, MIS Q..

[56]  M. J. Houston,et al.  Goal-Oriented Experiences and the Development of Knowledge , 1993 .

[57]  Gerardine DeSanctis,et al.  Capturing the Complexity in Advanced Technology Use: Adaptive Structuration Theory , 1994 .

[58]  Tor Guimaraes,et al.  The Relationship Between User Participation and User Satisfaction: An Investigation of Four Contingency Factors , 1994, MIS Q..

[59]  Shankar Ganesan.  Determinants of Long-Term Orientation in Buyer-Seller Relationships , 1994 .

[60]  J. Barney,et al.  Trustworthiness as a Source of Competitive Advantage , 1994 .

[61]  J. H. Davis,et al.  An integrative model of organizational trust, Academy of Management Review, : . , 1995 .

[62]  J. H. Davis,et al.  An Integrative Model Of Organizational Trust , 1995 .

[63]  P. Herr,et al.  Impact of Dominance and Relatedness on Brand Extensions , 1996 .

[64]  David W. Stewart,et al.  Market-back approach to the design of integrated communications programs: A change in paradigm and a focus on determinants of success , 1996 .

[65]  Dennis L. Hoffman,et al.  Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations 1 ) , 1998 .

[66]  K. Holyoak,et al.  The analogical mind. , 1997, The American psychologist.

[67]  John G. Lynch,et al.  Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces , 1997 .

[68]  Simon S. K. Lam,et al.  The Effects of Group Decision Support Systems and Task Structures on Group Communication and Decision Quality , 1997, J. Manag. Inf. Syst..

[69]  Stanton G. Cort,et al.  Information Asymmetry and Levels of Agency Relationships , 1998 .

[70]  S. Helper,et al.  Determinants of trust in supplier relations: Evidence from the automotive industry in Japan and the United States , 1998 .

[71]  S. Chaiken,et al.  Attitude structure and function. , 1998 .

[72]  J. Steenkamp,et al.  Generalizations about trust in marketing channel relationships using meta-analysis , 1998 .

[73]  R. Keeney,et al.  The Value of Internet Commerce to the Customer , 1999 .

[74]  D. Stewart.  Advertising Wearout: What and How You Measure Matters , 1999 .

[75]  Joseph P. Cannon,et al.  Buyer–Seller Relationships in Business Markets , 1999 .

[76]  Anil K. Gupta,et al.  Trust within the Organization: Integrating the Trust Literature with Agency Theory and Transaction Costs Economics , 1999 .

[77]  D. Stewart,et al.  Internet Marketing, Business Models, and Public Policy , 2000 .

[78]  Andrew Ehrenberg,et al.  Repetitive Advertising and the Consumer , 2000, Journal of Advertising Research.

[79]  John G. Lynch,et al.  Wine Online: Search Costs Affect Competition on Price, Quality, and Distribution , 2000 .