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Journal of Advertising Research
Volumn 38, Issue 4, 1998, Pages 23-32
New media interactive advertising vs. traditional advertising
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EID: 0002101166     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: None     Document Type: Review
Times cited : (320)
References (5)
  • 1
    • 33748400457 scopus 로고    scopus 로고
    • The World Wide Web as an Advertising Medium: Toward an Understanding of Conversion Efficiency
    • BERTHON, PIERRE, LEYLAND PITT, and RICHARD WATSON. "The World Wide Web as an Advertising Medium: Toward an Understanding of Conversion Efficiency." Journal of Advertising Research 36, 1 (1996): 43-54.
    • (1996) Journal of Advertising Research , vol.36 , Issue.1 , pp. 43-54
    • Berthon, P.1    Pitt, L.2    Watson, R.3
  • 2
    • 0001922507 scopus 로고
    • Interactive Marketing: Exploiting the Age of Addressability
    • BLATTBERG, ROBERT, and JOHN DEIGHTON. "Interactive Marketing: Exploiting the Age of Addressability." Sloan Management Review 32, 1 (1991): 5-14.
    • (1991) Sloan Management Review , vol.32 , Issue.1 , pp. 5-14
    • Blattberg, R.1    Deighton, J.2
  • 3
    • 0001060618 scopus 로고
    • Measurement of Individual Differences in Visual Versus Verbal Information Processing
    • CHILDERS, TERRY, SUSAN E. HECKLER, and MICHAEL HOUSTON. "Measurement of Individual Differences in Visual Versus Verbal Information Processing." Journal of Consumer Research 12, 2 (1985): 125-34.
    • (1985) Journal of Consumer Research , vol.12 , Issue.2 , pp. 125-134
    • Childers, T.1    Heckler, S.E.2    Houston, M.3
  • 4
    • 0030487126 scopus 로고    scopus 로고
    • Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations
    • HOFFMAN, DONNA, and THOMAS NOVAK. "Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations." Journal of Marketing 60, 3 (1996): 50-68.
    • (1996) Journal of Marketing , vol.60 , Issue.3 , pp. 50-68
    • Hoffman, D.1    Novak, T.2
  • 5
    • 0004218346 scopus 로고
    • New York: Cambridge University Press
    • SCHANK, ROGER. Dynamic Memory. New York: Cambridge University Press, 1982.
    • (1982) Dynamic Memory
    • Schank, R.1

* 이 정보는 Elsevier사의 SCOPUS DB에서 KISTI가 분석하여 추출한 것입니다.