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- W2155885066 abstract "The authors argue that interactive media, such as the Internet, will functionally displace traditional mass media, because interactive media will be better able to serve the communication needs of individuals. The authors show that in the age of interactivity audiences will shift from being large, heterogeneous, and anonymous to being small, homogeneous, and addressable. The authors expect this shift in audience characteristics to radically change the nature of advertising. The authors predict that in the age of interactivity, advertising will be less intrusive, better-targeted, more information-oriented, and more accountable for bottom-line results. Furthermore, advertisers will be required to design messages to get past “intelligent” software that aid individuals in decision-making. The authors recommend that advertising agencies internalize their role as marketing communication specialists to successfully adapt to an interactive media environment characterized by a multiplicity of audiences and channels." @default.
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- W2155885066 date "1996-11-01" @default.
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- W2155885066 title "Rising from the ashes of advertising" @default.
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- W2155885066 doi "https://doi.org/10.1016/s0148-2963(96)00067-7" @default.
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