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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 ...
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Advertising and the World Wide Web

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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: 9781135672362
  • Publisher: Taylor & Francis
  • Publication date: 4/1/1999
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 328
  • File size: 960 KB

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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