Interactive Television Advertising: A Research Agenda

This paper was presented to the ANZMAC 2005 Conference: Advertising/Marketing Communication Issues and is co-authored by Steven Bellman, Anika Schweda, and Duane Varan of Murdoch University in Western Australia.

The paper is available at more than one location online, but was accessed 17 September 2007 from http://smib.vuw.ac.nz:8081/WWW/ANZMAC2005/cd-site/pdfs/1-Advertising/1-Bellman.pdf.

In the 2005 paper, the authors propose 5 research questions:

1. RQ1: What distinguishes heavy and light interactors with iTV ads?
   
   
2. RQ2: What are the most effective strategies and tactics for iTV ads?
   
   
3. RQ3: What situational influences moderate the effectiveness of iTV ads?
   
   
4. RQ4: How do viewers decide whether to click, and whether to continue clicking?
   
   
5. RQ5: What is the best way to measure the impacts of iTV ads?

Each of these RQ will be addressed by 3 of my Telecom 5990 seminar on Interactivity and the Future of television:

RQ1: RQ1: What distinguishes heavy and light interactors with iTV ads?

BARGIEL, BOUTELLE, Burks

---

RQ2: What are the most effective strategies and tactics for iTV ads?

CLARK, CLEYS, Egan

---

RQ3: What situational influences moderate the effectiveness of iTV ads?

FRERKING, HAUN, Holtzclaw

---

RQ4: How do viewers decide whether to click, and whether to continue clicking?

Maloy, Mcmillan, Mitchell

---

RQ5: What is the best way to measure the impacts of iTV ads?

ONDRIEZEK, PEIFFER, STEELE

---

The paper offers citations of older articles which can be cited by newer research papers.