PT  - JOURNAL ARTICLE
AU  - Larry Chiagouris
AU  - Vishal Lala
TI  - Beauty is in the Eye of the Tech Manager
AID  - 10.2501/S0021849909090485
DP  - 2009 Sep 01
TA  - Journal of Advertising Research
PG  - 328--338
VI  - 49
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/49/3/328.short
4100  - http://www.journalofadvertisingresearch.com/content/49/3/328.full
SO  - J Advert Res2009 Sep 01; 49
AB  - 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.