RT Journal Article
SR Electronic
T1 The Interactive Web
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 13
OP 26
DO 10.2501/JAR-51-1-013-026
VO 51
IS 1 50th Anniversary Supplement
A1 Hairong Li
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/13.abstract
AB This paper reviews the most significant studies of the Web and interactive advertising that have been published in the Journal of Advertising Research over the past 15 years. These studies have covered a wide range of issues and, along with many articles in other advertising journals, they have contributed to the formation of a new discipline of interactive advertising, which is transforming the advertising business and education around the world. These studies are exemplary and may inspire new breakthrough studies of interactive advertising in the years to come.