Volume composed of papers presented at the 1996 Advertising & Consumer Psych. Conf., but all papers have been updated up through June 1998. Traces web advertising from its inception until now, as the Web has become a high-impact forum for advertising.
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Advertising and the World Wide Web

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Volume composed of papers presented at the 1996 Advertising & Consumer Psych. Conf., but all papers have been updated up through June 1998. Traces web advertising from its inception until now, as the Web has become a high-impact forum for advertising.
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Product Details

  • ISBN-13: 9781410602060
  • Publisher: Taylor & Francis, Inc.
  • Publication date: 4/1/1999
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 328
  • File size: 2 MB

Table of Contents

Contents: Preface. E. Thorson, D.W. Schumann, Introduction. Part I: Definition, History, and Theoretical Foundations. E. Thorson, W.D. Wells, S. Rogers, Web Advertising's Birth and Early Childhood as Viewed in the Pages of Advertising Age. H.A. Roehm, C.P. Haugtvedt, Understanding Interactivity of Cyberspace Advertising. A.E. Schlosser, A. Kanfer, Current Advertising on the Internet: The Benefits and Usage of Mixed-Media Advertising Strategies. D.R. Fortin, "New and Improved!" Advertising and Cyberspace: Using Specific Conduits to Access Browsers and Seekers. Part II: Structure, Function, and Effectiveness. L.L. Henke, Children, Advertising, and the Internet: An Exploratory Study. J.F. Davis, Effectiveness of Internet Advertising by Leading National Advertisers. G.J. Nowak, S. Shamp, B. Hollander, G.T. Cameron, Interactive Media: A Means for More Meaningful Advertising? C. Frazer, S. McMillan, Sophistication on the World Wide Web: Evaluating Structure, Function, and Commercial Goals of Web Sites. J. Hoerner, Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites. M. McDonald, CyberHate: Extending Persuasive Techniques of Low Credibility Sources to the World Wide Web. A.M. Brill, Online Newspaper Advertising: A Study of Format and Integration With News Content. J.K. Meyer, The Adoption of the World Wide Web for Online Catalogs: A Diffusion Analysis. E. Coupey, Advertising in an Interactive Environment: A Research Agenda. Part III: Public Policy Issues. S. Davidson, Cyber-Cookies: How Much Should the Public Swallow? S. Davidson, From Spam to Stern: Advertising Law and the Internet. Part IV: Applications. K. Reinhard, Old-Fashioned Salesmanship in a Newfangled Medium. L.R. Kahle, R. Madrigal, N.P. Melone, K. Szymanski, An Audience Survey From the First Gridiron Cybercast. D.W. Schumann, Conversations With Practitioners. M.G. Samet, Fifty Million Data Points--Consumer Behavior on the Web. C. Walters, T. Denova, Loopy: Keeping You in the Loop. B. Goerlich, Interactive Media: An Agency Perspective. D. King, Relevance, Originality, and Impact: A New Marketing Communications Model. D.W. Schumann, E. Thorson, Thoughts Regarding the Present and Future of Web Advertising.
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