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Full Product Details

Author:   David W. Schumann ,  Esther Thorson
Publisher:   Taylor & Francis Inc
Imprint:   Psychology Press
Dimensions:   Width: 15.20cm , Height: 2.60cm , Length: 22.90cm
Weight:   0.566kg
ISBN:  

9780805831481

ISBN 10:   0805831487
Pages:   328
Publication Date:   01 April 1999
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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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."

Reviews

"""...both theoretical issues and practical applications of the Web as an advertising medium are addressed in this volume....this volume would be an excellent text to use for upper-level or graduate classes that address Internet issues. Advertising and the World Wide Web should not be considered strictly an advertising text since the book contains information that is important for marketers, journalists, and other content providers as well. Other academics wishing to investigate the 'Net' may also find inspiration from the work of the researchers in this book."" —Journalism & Mass Communication Quarterly ""Advertising and the World Wide Web is certainly timely as advertising appears ever more ubiquitous on the web....one of the few scholarly analyses to date on what to many web users is a rising fact of life, if not a problem."" —Communication Booknotes Quarterly"

...both theoretical issues and practical applications of the Web as an advertising medium are addressed in this volume....this volume would be an excellent text to use for upper-level or graduate classes that address Internet issues. Advertising and the World Wide Web should not be considered strictly an advertising text since the book contains information that is important for marketers, journalists, and other content providers as well. Other academics wishing to investigate the 'Net' may also find inspiration from the work of the researchers in this book. -Journalism & Mass Communication Quarterly Advertising and the World Wide Web is certainly timely as advertising appears ever more ubiquitous on the web....one of the few scholarly analyses to date on what to many web users is a rising fact of life, if not a problem. -Communication Booknotes Quarterly

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David W. Schumann (Edited by) , Esther Thorson (Edited by)

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