The specificities of the different interactive media are described, especially personalization and immediate response. These different media are then positioned regarding their target, situation of use, and services. We finally examine the different possibilities given by these media in terms of advertising, distribution, and new services.
LE NAGARD, E. (2000). Autour de la notion d'interactivité vers différents médias interactifs. Revue Française du Marketing, pp. 29-47.