Advertising and the World Wide Web

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Overview

In this edited volume, the authors have provided readers with a comprehensive view of advertising on the World Wide Web. The chapters reflect new ways of applying theory and methodology, and provide exposure to varied types of advertising and promotion, novelty, personality, societal issues, and legal ramifications. Readers also get a look at the practitioner's point of view. With the advent of such a potentially powerful medium, readers need to be aware of the Web's benefits as well as its dark side. This book will appeal to all who are interested in consumer psychology, advertising, marketing, and telecommunication.
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Product Details

Table of Contents

Preface
Introduction 1
1 Web Advertising's Birth and Early Childhood as Viewed in the Pages of Advertising Age 5
2 Understanding Interactivity of Cyberspace Advertising 27
3 Current Advertising on the Internet: The Benefits and Usage of Mixed-Media Advertising Strategies 41
4 "New and Improved!" Advertising in Cyberspace: Using Specific Conduits to Access Browsers and Seekers 63
5 Children, Advertising, and the Internet: An Exploratory Study 73
6 Effectiveness of Internet Advertising by Leading National Advertisers 81
7 Interactive Media: A Means for More Meaningful Advertising? 99
8 Sophistication on the World Wide Web: Evaluating Structure, Function, and Commercial Goals of Web Sites 119
9 Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites 135
10 Cyberhate: Extending Persuasive Techniques of Low Credibility Sources to the World Wide Web 149
11 Online Newspaper Advertising: A Study of Format and Integration With News Content 159
12 The Adoption of the World Wide Web by Marketers for Online Catalogs: A Diffusion Analysis 175
13 Advertising in an Interactive Environment: A Research Agenda 197
14 Cyber-Cookies: How Much Should the Public Swallow? 219
15 From Spam to Stem: Advertising Law and the Internet 133
16 Old-Fashioned Salesmanship in a Newfangled Medium 267
17 An Audience Survey From the First Gridiron Cybercast 275
18 Conversations With Practitioners 287
19 Thoughts Regarding the Present and Future of Web Advertising 301
Author Index 309
Subject Index 315
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