IAM's interactive advertising model

Interactive advertising model, English name is Interactive Advertising Model, referred to as IAM.

Interactive advertising model was put forward by Rodgers and Thorson(2000), which is mainly used to study the advertising model of new media, mainly referring to online advertising. They pointed out that the reasons for abandoning the traditional advertising model and building a new model are as follows: First, the motives of consumers surfing the Internet are different from those of browsing other media; Secondly, the network has different characteristics from traditional media, namely interactivity and virtuality. Interactive advertising model consists of consumer control factors, advertiser control factors and the interaction between these factors. See the schematic diagram of interactive advertising mode for details.