Interactive TV advertising: iTV ad executional factors
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References listed on IDEAS
- Chandon, Jean Louis & Chtourou, Mohamed Saber & Fortin, David R., 2003. "Effects of Configuration and Exposure Levels on Responses to Web Advertisements," Journal of Advertising Research, Cambridge University Press, vol. 43(02), pages 217-229, June.
- Jaeki Song & Fatemeh Mariam Zahedi, 2005. "A Theoretical Approach to Web Design in E-Commerce: A Belief Reinforcement Model," Management Science, INFORMS, vol. 51(8), pages 1219-1235, August.
- Lohtia, Ritu & Donthu, Naveen & Hershberger, Edmund K., 2003. "The Impact of Content and Design Elements on Banner Advertising Click-through Rates," Journal of Advertising Research, Cambridge University Press, vol. 43(04), pages 410-418, December.
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KeywordsInteractive TV (iTV) commercials; Executional factors; Interactive response rate;
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