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Interactive Advertising Model

Interactive Advertising Model Rodgers, S., & Chen, Q . (2007 ). The Interactive Advertising Model: Additional Insights Into Response to Spamming. Chapter 11 of Internet Advertising . Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22

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Interactive Advertising Model

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  1. Interactive Advertising Model • Rodgers, S., & Chen, Q. (2007). The Interactive Advertising Model: Additional Insights Into Response to Spamming. Chapter 11of Internet Advertising. • Course Portal: http://www.itu.dk/~rkva/2011-Spring-EB22 • Facebook: http://www.facebook.com/group.php?gid=133258548012 • Etherpad: http://ietherpad.com/7y3drhMCnq • Thursday, 03-Mar-2011 • EB22: Online Marketing: Lecture 16 • Auditorium 4, ITU, Copenhagen, Denmark

  2. Interactive Advertising Integrated theoretical model of Interactive Advertising Perception Processing Response Complex relationships between Users’ motives Information processes Ad structures Consumer responses

  3. Interactive Advertising Model MotivesCognitiveToolsAdStructuresOutcomes Motives shape processing modes Motives influence cognitive tools Cognitive tools interact with ad structures Results in the activity outcome

  4. Discussion Exercise 15: Return to Exercise 1 on the EB22 Facebook Discussion Board http://www.facebook.com/group.php?gid=133258548012#/topic.php?uid=133258548012&topic=9813 Knowing what you know NOW: What, if any, decision heuristic did you use for the personal product purchase? Reply to your own posting I will then comment on your replies

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