day 2 notes - Interactivity Defining Interactive Advertising

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Interactivity Defining Interactive Advertising Cicchirillo_ADV_304_Spring_2012
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What is interactivity? The extent to which two or more communication parties can act on each other, on the communication medium, and on the messages and the degree to which such influences are synchronized (Liu & Shrum, 2005, p. 105) Ability to the audience to interact with other audience members and the media itself 3 dimensions Active control Two-way communication Synchronicity Cicchirillo_ADV_304_Spring_2012
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Active Control Controlling your own web experience based upon your motivations, preferences, and goals The audience has some measure of control over what media content it sees o ex: you can control what football team you like o Websites, online stores, web communities o Travelocity.com and shopnewbalance.com o Rich media, online videos, etc… Cicchirillo_ADV_304_Spring_2012
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Two-way Communication Reciprocal communication between companies and users (feedback) or users to users Best Buy *How might banner ads facilitate direct communication? a) clicking on the website Cicchirillo_ADV_304_Spring_2012
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Two Comm. cont… Consumer Feedback Two different kinds: Explicit : consumers can give explicit feedback by filling out customer satisfaction forms, giving reviews, emails, etc. Sometimes this feedback can be unsolicited
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day 2 notes - Interactivity Defining Interactive Advertising

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