RT Journal Article
SR Electronic
T1 Advertisements Just Aren't Advertisements Anymore
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 7
OP 10
DO 10.2501/JAR-54-1-007-010
VO 54
IS 1
A1 Colin Campbell
A1 Justin Cohen
A1 Junzhao Ma
YR 2014
UL http://www.journalofadvertisingresearch.com/content/54/1/7.abstract
AB For this Speaker's Box, we've asked three researchers and thought leaders for their views on the need for a more standardized typology for Internet advertising: Dr. Colin Campbell is a researcher who examines consumer-generated advertising, social media, and consumer engagement. In particular, he has a research and teaching interest in how the Internet affects consumer response to online advertising.Dr. Justin Cohen's background with the Ehrenberg-Bass Institute brings a strong industry focus.Dr. Junzhao Ma completes the trio with his experience as—and insight into—big-data marketing analysis and research.In the words that follow, Drs. Campbell, Cohen, and Ma pool their intellectual-capital resources to explain the rationale for standardizing Internet advertising terminology and provide a number of useful best-practice examples.Douglas WestProfessor of Marketing, King's College LondonExecutive Editor, Journal of Advertising Research