BN.com Gift Guide

Internet Advertising: Theory and Research / Edition 2

Hardcover (Print)
Buy Used
Buy Used from BN.com
$63.75
(Save 36%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $2.76
Usually ships in 1-2 business days
(Save 97%)
Other sellers (Hardcover)
  • All (15) from $2.76   
  • New (5) from $43.70   
  • Used (10) from $2.76   
Close
Sort by
Page 1 of 1
Showing All
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$43.70
Seller since 2009

Feedback rating:

(49)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New
Brand New. In stock NY USA

Ships from: Sidney, NY

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$43.70
Seller since 2014

Feedback rating:

(10)

Condition: New
2007 Hardcover BRAND NEW Book Brand New. In stock NY USA.

Ships from: Sidney, NY

Usually ships in 1-2 business days

  • Canadian
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$85.80
Seller since 2008

Feedback rating:

(4535)

Condition: New
New Book. Shipped from UK within 4 to 14 business days. Established seller since 2000.

Ships from: Horcott Rd, Fairford, United Kingdom

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
$152.10
Seller since 2008

Feedback rating:

(17869)

Condition: New
Brand New, Perfect Condition, Please allow 4-14 business days for delivery. 100% Money Back Guarantee, Over 1,000,000 customers served.

Ships from: Westminster, MD

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
$195.87
Seller since 2014

Feedback rating:

(323)

Condition: New
Brand New Item.

Ships from: Chatham, NJ

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
Page 1 of 1
Showing All
Close
Sort by

Overview

Building on the research presented in their previous edition, Advertising and the World Wide Web (1999), editors David W. Schumann and Esther Thorson offer the expertise of active scholars in the area of Internet advertising in this new volume, and allow readers to reflect on the ever-changing nature of the Internet. Internet Advertising marks this important point in history, taking into account the state of practice, theoretical conceptualizations, empirical research, creative typologies, and potential considerations.

Nearly all chapters are in the form of integrated reviews of theory and research, which provide a source of both previous knowledge, as well as future focus for advertising strategy. The volume is arranged in four sections covering:

  • the foundations of Internet advertising theory
  • consumer response to Internet advertising
  • topical areas in which Internet advertising has significant influence on the consumer
  • human needs and trends that will likely have significant impact on the future of Internet advertising.

    This contemporary analysis of Internet advertising will appeal to all practitioners and “students” of the Internet, and will effectively suit courses taught in this area.

Read More Show Less

Editorial Reviews

From the Publisher
"I enjoyed the first edition of this volume very much. Five years ago, we (researchers) were just starting to figure out “what to do” with this behemoth called the Internet. Five years later, I think it is safe to say that many advertisers and academics have figured out how to integrate the Internet and the Web into what we do every day. That does not mean that all advertisers do it well. The editors have included some of the key researchers in these areas as part of the group contributing to this volume. While many books address online marketing, very few address advertising in particular." - Kim Sheehan, University of Oregon, USA

"If you are looking for a compilation of previous research on Internet advertising, from theory to specific areas of interest, Internet Advertising: Theory and Research is what you've been looking for. This book does a great job of examining Internet advertising theory, discussing its history, and compiling selections representative of recent trends by reviewing published research." - Brian Higley, Kira L. Schwabe & Brian J. Mistler, PsycCRITIQUES

Read More Show Less

Product Details

Table of Contents

Preface. Part 1. Foundations of Internet Advertising Theory. E. Thorson, M. Duffy, D.W. Schumann, The Internet Waits for No One. S.J. McMillan, Internet Advertising: One Face or Many? A.C. Micu, Theoretical Approaches in Internet Advertising Research. J.R. Coyle, S.J. Gould, Internet Integrated Marketing Communications (I-IMC): Theory and Practice. Part 2. Consumer Response With Internet Advertising. S.M. Edwards, Motivations for Using the Internet and Its Implications for Internet Advertising. E-J. Lee, Computer Agents as Sources of Trust in Internet Advertising. S. Rodgers, H.M. Cannon, J. Moore, Segmenting Internet Markets. K. Hood, D.W. Schumann, The Process and Consequences of Cognitive Filtering of Internet Content: Handling the Glut of Internet Advertising. H. Li, J.D. Leckenby, Examining the Effectiveness of Internet Advertising Formats. D.W. Stewart, P.A. Pavlou, Measuring Interactive Marketing Communication: Conceptual Foundations and Empirical Operationalizations. S. Rodgers, Q. Chen, The Interactive Advertising Model: Additional Insights Into Response to Spamming. Part 3. Special Topics. C. La Ferle, Global Issues in Online Advertising. C.H. Bentley, Internet Advertising in Online Newspapers. K. Thorson, B. Watson, The New Online Campaign: Translating Information Into Action. S.M. Neeley, Internet Advertising and Children. P.A. Stout, J.G. Ball, J. Villegas, Health Marketing and the Internet. M.S. Waltman, J.W. Haas, Advertising Hate on the Internet. S. Davidson, From Spam to Stern: Advertising Law and the Internet. Part 4. Conclusion: A Look Toward the Future. D.W. Schumann, E. Thorson, Where Are Our Trends Leading Us? Questions About the Future.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)