Advertising and the World Wide Web

Advertising and the World Wide Web

by David W. Schumann
     
 

The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of Advertising Age. Although there is a noticeable trend to define Web advertising by comparing it

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Overview

The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of Advertising Age. Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham actually articulates this linkage between the old and new in his invited chapter.

What the reader will encounter in Advertising and the World Wide Web is a solid conception of how Web advertising is different from anything that has come before. There are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner. Although there remain a few nay-sayers concerning the future of Web advertising, the reader will be able to see just how incredibly high-impact this new medium has become and the vast potential that it holds for future promotional endeavors.

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Product Details

ISBN-13:
9780805831481
Publisher:
Taylor & Francis
Publication date:
04/28/1999
Series:
Advertising and Consumer Psychology Series
Edition description:
Older Edition
Pages:
328
Product dimensions:
6.00(w) x 9.10(h) x 0.90(d)
Lexile:
1380L (what's this?)

Table of Contents

Preface
Introduction1
1Web Advertising's Birth and Early Childhood as Viewed in the Pages of Advertising Age5
2Understanding Interactivity of Cyberspace Advertising27
3Current Advertising on the Internet: The Benefits and Usage of Mixed-Media Advertising Strategies41
4"New and Improved!" Advertising in Cyberspace: Using Specific Conduits to Access Browsers and Seekers63
5Children, Advertising, and the Internet: An Exploratory Study73
6Effectiveness of Internet Advertising by Leading National Advertisers81
7Interactive Media: A Means for More Meaningful Advertising?99
8Sophistication on the World Wide Web: Evaluating Structure, Function, and Commercial Goals of Web Sites119
9Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites135
10Cyberhate: Extending Persuasive Techniques of Low Credibility Sources to the World Wide Web149
11Online Newspaper Advertising: A Study of Format and Integration With News Content159
12The Adoption of the World Wide Web by Marketers for Online Catalogs: A Diffusion Analysis175
13Advertising in an Interactive Environment: A Research Agenda197
14Cyber-Cookies: How Much Should the Public Swallow?219
15From Spam to Stem: Advertising Law and the Internet133
16Old-Fashioned Salesmanship in a Newfangled Medium267
17An Audience Survey From the First Gridiron Cybercast275
18Conversations With Practitioners287
19Thoughts Regarding the Present and Future of Web Advertising301
Author Index309
Subject Index315

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