Volume 1, Number 1, Fall 2000


From the Editors:
Why We Need the Journal of Interactive Advertising

John D. Leckenby and Hairong Li

Measuring the Effects and Effectiveness of Interactive Advertising:
A Research Agenda

Paul A. Pavlou and David W. Stewart

The Interactive Advertising Model: How Users Perceive and Process Online Ads

Shelly Rodgers and Esther Thorson

The Dimensions of Commercial Cyberspace

William D. Wells and Qimei Chen

Interactivity in the Context of Designed Experiences

Carrie Heeter

Interactivity in 2000: An Industry Viewpoint

Helen Katz

Interactive Advertising Concentration: A First Attempt

Jef I. Richards

An official online publication of the Departments of Advertising at
Michigan State University and The University of Texas at Austin

© 2000 Journal of Interactive Advertising