Compensation models for interactive advertising

被引：0
|
作者：
Dickinger, Astrid [1 ]
Zorn, Steffen [2 ]
机构：
[1] MODUL Univ Vienna, Dept New Media Technol, Vienna, Austria
[2] Univ Western Australia, Sch Business, Nedlands, WA 6009, Australia
来源：
JOURNAL OF UNIVERSAL COMPUTER SCIENCE | 2008年 / 14卷 / 04期
关键词：
interactive advertising; compensation model; classification;
D O I：
暂无
中图分类号：
TP31 [计算机软件];
学科分类号：
081202 ; 0835 ;
摘要：
Due to a shift in the marketing focus from mass to micro markets, the importance of one-to-one communication in advertising has increased. Interactive media provide possible answers to this shift. However, missing standards in payment models for interactive media are a hurdle in the further development. The paper reviews interactive advertising payment models. Furthermore, it adapts the popular FCB grid as a tool for both advertisers and publishers or broadcasters to examine effective interactive payment models.
引用
收藏
页码：557 / 565
页数：9
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