ABSTRACT
Despite the understandable skepticism of businesses after earlier hype, the evidence is that interactive marketing-including Internet advertising as well as permission e-mail, marketing Web sites, and mobile and other new media-is the fastest-growing area within marketing and that the reasons are long term: This is not a passing fad (Barwise and Styler 2003). There is therefore a need to extend the scope of research beyond the Internet to cover the full range of interactive marketing activities, including mobile advertising.
