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

页码：557 / 565

页数：9

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