chapter  1
Revisiting the Interactive Advertising Model (IAM) after 15 Years
An Analysis of Impact and Implications
ByShelly Rodgers, Sifan Ouyang, Esther Thorson
Pages 16

This chapter assesses the impact of the Interactive Advertising Model (IAM) by analyzing all peer-reviewed articles citing the IAM over a 15-year period 2000 to 2015. It utilizes the content analysis findings to identify themes, trends, and potential challenges associated with the IAM. Rodgers and Thorson conceptualized the IAM, as an integrative process, based on three dominant paradigms or schools of thought: functional, structural, and information processing. The functionalist view explains how and why users use the internet, as well as the various stages of information processing, consumer's attitudes and behaviors as outcomes influenced by online ads. The IAM argued that information processing of online ads would be influenced by the presentation of the interactive ad, as well as characteristics of the stimulus environment. The IAM provides a comprehensive list of two subjective ad features, structures based on consumer responses, and objective ad features across print, broadcast, and the internet.