Global Interactive Advertising

Abstract

Global interactive advertising is becoming an important key term for the current marketplace as Internet usage continues to climb at astounding rates on a worldwide basis. The authors propose a definition of global interactive advertising. This study defines global interactive advertising as cross-cultural marketing communications that are deliberately planned and executed to actively engage persons in advertising processing through interactivity as a part of overall localized, regionalized, or worldwide strategic communication efforts. It is important to carefully consider how the term is conceptualized and operationalized. Likewise, it is important to understand what is not considered to be global interactive advertising. By reviewing the components of the term, the authors hope to show how distinctly and strategically different this form of advertising is from interactive advertising that is merely viewed by a consumer living outside of the homemarket’s URL domain. The paper examines the complexities of terms used in differentiating the various forms of global marketing, as well as the complexities in defining the term interactivity. Also discussed is the application of uses and gratifications research and its implications for global interactive advertising. Finally, strategies adapted by interactive advertising agencies are discussed and compared.

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