La interactividad: un reto para la publicidad en el entorno digital on-line

Abstract

The digital environment in Internet shows a vague panorama for publicity as it does not seem to find its own identity in the Net. In this article, we have dealt with the terminological confusion between interactive publicity and "on-line". We have studied the interactivity and we have analysed the existing advertising formats, thus showing the great ignorance of the interactive possibilities available.