From Image to Interactive Advertising

Stewart Pearson

Chapter 5 in Building Brands Directly, 1996, pp 103-124 from Palgrave Macmillan

Abstract: Abstract Increasingly, advertisers invite customers to respond to press and television advertising. I define interactive advertising as communication that motivates customers to take a direct action towards an experience of, and relationship with, a brand.

Keywords: Direct Response; Television Advertising; Brand Personality; Direct Mail; Advertising Budget (search for similar items in EconPapers)
Date: 1996
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DOI: 10.1007/978-1-349-13771-8_5

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