Abstract
Due to a shift in the marketing focus from mass to micro markets, the importance of one-to-one communication in advertising has increased. Interactive media provide possible answers to this shift. However, missing standards in payment models for interactive media are a hurdle in the further development. The paper reviews interactive advertising payment models. Furthermore, it adapts the popular FCB grid as a tool for both advertisers and publishers or broadcasters to examine effective interactive payment models.
Originalsprache | Englisch |
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Seiten (von - bis) | 557 - 565 |
Fachzeitschrift | Journal of Universal Computer Science |
Jahrgang | 14 |
Ausgabenummer | 4 |
Publikationsstatus | Veröffentlicht - 1 Aug. 2008 |