1 Ravi Vatrapu Interactive Advertising Model Rodgers, S., & Chen, Q. (2007). The Interactive Advertising Model: Additional Insights Into.

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Presentation transcript:

1 Ravi Vatrapu Interactive Advertising Model Rodgers, S., & Chen, Q. (2007). The Interactive Advertising Model: Additional Insights Into Response to Spamming. Chapter 11 of Internet Advertising. Course Portal: Facebook: Etherpad: Thursday, 03-Mar-2011 EB22: Online Marketing: Lecture 16 Auditorium 4, ITU, Copenhagen, Denmark

Interactive Advertising  Integrated theoretical model of Interactive Advertising  Perception  Processing  Response  Complex relationships between  Users’ motives  Information processes  Ad structures  Consumer responses 2

Interactive Advertising Model Motives  Cognitive Tools  Ad Structures  Outcomes  Motives shape processing modes  Motives influence cognitive tools  Cognitive tools interact with ad structures  Results in the activity outcome 3

Discussion 4 Exercise 15: 1.Return to Exercise 1 on the EB22 Facebook Discussion Board 2.Knowing what you know NOW: What, if any, decision heuristic did you use for the personal product purchase? 3.Reply to your own posting 4.I will then comment on your replies