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Beauty is in the Eye of the Tech Manager

How Technology Orientation and Interactive-Media Knowledge Can Drive (or Stall) Change

Larry Chiagouris, Vishal Lala
DOI: 10.2501/S0021849909090485 Published 1 September 2009
Larry Chiagouris
Pace University,
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  • For correspondence: lchiagouris@pace.edu
Vishal Lala
Pace University,
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  • For correspondence: vlala@pace.edu
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ABSTRACT

Traditional media tools often are criticized for the waste of targeting noncustomers. Although marketing managers are aware of the potential for waste in the use of traditional media, such vehicles continue to dominate media budgets. In this article, we explored the conditions under which managers are more likely to act on their perceptions of media waste in comparing traditional media with interactive media. Based on a national survey of managers in the United States, we found that their perceptions of wastefulness of traditional marketing media on implementation of interactive-marketing technologies are contingent upon their own personal technology orientation and their hierarchical position in the organization. Specifically, perception of media waste will lead to an increase in interactive-marketing technology budgets and use if the manager is technology oriented or is in a senior management position.

  • © Copyright 2009 The ARF. All rights reserved.

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Vol 49 Issue 3

Journal of Advertising Research: 49 (3)
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Beauty is in the Eye of the Tech Manager
Larry Chiagouris, Vishal Lala
Journal of Advertising Research Sep 2009, 49 (3) 328-338; DOI: 10.2501/S0021849909090485

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Beauty is in the Eye of the Tech Manager
Larry Chiagouris, Vishal Lala
Journal of Advertising Research Sep 2009, 49 (3) 328-338; DOI: 10.2501/S0021849909090485
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