Title: Developing interactive advertising strategies on the internet as a function of consumer knowledge, ability, and involvement

Authors: Richard G. McFarland, Shane Van Dalsem, Chwen Sheu

Addresses: College of Business Administration, Kansas State University, 201 Calvin Hall, Manhattan, KS 66506-0506, USA. ' College of Business Administration, Kansas State University, 201 Calvin Hall, Manhattan, KS 66506-0506, USA. ' College of Business Administration, Kansas State University, 201 Calvin Hall, Manhattan, KS 66506-0506, USA

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.

Keywords: interactive advertising; information search; internet promotional strategies; e-commerce; interactive information search; internet advertising; internet marketing.

DOI: 10.1504/IJIMA.2004.005020

International Journal of Internet Marketing and Advertising, 2004 Vol.1 No.3, pp.300 - 315

Available online: 23 Aug 2004 *

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