Call for Papers

Special Issue on Interactivity and Its Relationship to Advertising, Marketing,
and Communication

The Journal of Interactive Advertising (an electronic journal published at is pleased to announce a special issue addressing interactivity and its relationship to advertising, marketing, and communication. Interactivity is often viewed as central to new media technologies, but the concept is often under-defined and poorly conceptualized. The goal of the special issue is to improve our understanding of interactivity in the context of advertising, marketing, and communication. JIAD encourages both academicians and practitioners from diverse disciplines interested in expanding the body of knowledge of this fundamental area to submit manuscripts.


Any topic that addresses the impact of interactivity on advertising, marketing, or communication is appropriate for this special issue with particular emphasis placed on empirical research, conceptual papers, and insightful case studies. All research methods are welcome. Suggested topics include but are not limited to:

  • Historical trends in interactivity
  • Defining interactivity conceptually and operationally
  • Measuring interactivity
  • Applications of interactivity to various forms of advertising, marketing, and communication including examination of how interactivity affects professional practices such as media planning and buying and development of persuasive messages
  • Relationships between interactivity and other key variables such as involvement, attitude, and purchase intent
  • Effects of interactivity
  • Consumer responses to interactivity
  • Social impacts of interactivity
  • Cross-cultural issues related to interactivity
  • Industry trends and forecasts related to interactivity


The submission deadline is September 30, 2004.

Submitted manuscripts will be subject to a double-blind peer review process
and must not have been published, accepted for publication, or presently under
consideration for publication elsewhere. Electronic submission is expected
via email in either Word or PDF format, with all manuscripts following the
JIAD guidelines (

The target publication date for this special issue is Spring 2005.

Questions and article submissions should be directed to the special issue editor.

Dr. Sally J. McMillan
Guest Editor, Journal of Interactive Advertising
School of Advertising and Public Relations
476 Communication Building
The University of Tennessee
Knoxville, TN 37996-0343
(865) 974-5097
[email protected]

©2004 Journal of Interactive Advertising