Compensation Models for Interactive Advertising
| dc.creator | Dickinger,Astrid | |
| dc.creator | Zorn,Steffen | |
| dc.date | 2008 | |
| dc.date.accessioned | 2024-02-06T12:56:16Z | |
| dc.date.available | 2024-02-06T12:56:16Z | |
| dc.description | 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. | |
| dc.format | text/html | |
| dc.identifier | https://doi.org/10.3217/jucs-014-04-0557 | |
| dc.identifier | https://lib.jucs.org/article/28970/ | |
| dc.identifier.uri | https://openrepository.mephi.ru/handle/123456789/9628 | |
| dc.language | en | |
| dc.publisher | Journal of Universal Computer Science | |
| dc.relation | info:eu-repo/semantics/altIdentifier/eissn/0948-6968 | |
| dc.relation | info:eu-repo/semantics/altIdentifier/pissn/0948-695X | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.rights | J.UCS License | |
| dc.source | JUCS - Journal of Universal Computer Science 14(4): 557-565 | |
| dc.subject | interactive advertising | |
| dc.subject | compensation model | |
| dc.subject | classification | |
| dc.title | Compensation Models for Interactive Advertising | |
| dc.type | Research Article |