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Internet advertising: The medium is the difference

Internet advertising: The medium is the difference The underlying full‐duplex networked organization of the Internet transforms the traditional one‐way relationship between advertisers and consumers that is inherent in standard advertising. Internet content providers take on both the roles of conduits and interaction enablers in a two‐way interaction with prospective consumers. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Consumption Markets and Culture Taylor & Francis

Internet advertising: The medium is the difference

Drèze, Xavier; Zufryden, Fred
Consumption Markets and Culture , Volume 4 (1): 15 – Jan 1, 2000
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Publisher
Taylor & Francis
Copyright
Copyright Taylor & Francis Group, LLC
ISSN
1477-223X
eISSN
1025-3866
DOI
10.1080/10253866.2000.9670347
Publisher site
See Article on Publisher Site

Abstract

The underlying full‐duplex networked organization of the Internet transforms the traditional one‐way relationship between advertisers and consumers that is inherent in standard advertising. Internet content providers take on both the roles of conduits and interaction enablers in a two‐way interaction with prospective consumers.

Journal

Consumption Markets and Culture – Taylor & Francis

Published: Jan 1, 2000

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