Advertising and the World Wide Web : Advertising and Consumer Psychology - David W. Schumann

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Advertising and the World Wide Web

Name: Advertising and the World Wide Web
Brand: Taylor & Francis Inc
Price: 253.75 AUD
Availability: BackOrder

By: David W. Schumann (Editor), Esther Thorson (Editor)

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Hardcover | 1 April 1999 | Edition Number 1

At a Glance

Hardcover
328 Pages

Dimensions(cm)
22.9 x 15.2 x 2.54

Hardcover

RRP $305.00

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This volume is composed of edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference. In addition to the conference papers, several distinguished authors were invited to submit chapters covering topics not included at the conference. Although many of these papers were initially conceptualized two years ago, they have all been updated. These chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and the World Wide Web. The book is organized into five sections. Section 1 examines definitions of basic terms like interactivity, icons, banners, hotlinks, hits, advertorials, editorial environment, and shovelware. Section 2 looks at the structure of Web advertising, how it presumably functions to sell products or services, and how well it works. Section 3 looks at four specific applications of Web advertising, including a measurement device for ascertaining parasocial responses to sites, an examination of how cyberhate sites look and operate, how advertising fits into inline newspapers, and how catalogue marketers are moving onto a Web format. Section 4 examines in detail the legal state of Internet advertising and also looks at the issue of how cybercookies operate and what problems of privacy and content are involved with cookie-based marketing. Section 5 is the voice of practitioners -those who have pioneered Web advertising and promotion, and report back from the frontlines on what works and what fails.

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You Can Find This Book In

Non-Fiction Business & Management Sales & Marketing Sales & Marketing Advertising Public Relations Psychology Social Psychology Business Aspects of E-Commerce Computing & I.T.Digital Lifestyle & Online World: Consumer & User Guides Internet Guides & Online Services Industry & Industrial Studies

Media, Entertainment, Information & Communication Industries Advertising Industry Market Research

Preface
Introduction
Definition, History, and Theoretical Foundations
Web Advertising's Birth and Early Childhood as Viewed in the Pages of Advertising Age
Understanding Interactivity of Cyberspace Advertising
Current Advertising on the Internet: The Benefits and Usage of Mixed-Media Advertising Strategies
"New and Improved!" Advertising and Cyberspace: Using Specific Conduits to Access Browsers and Seekers
Structure, Function, and Effectiveness
Children, Advertising, and the Internet: An Exploratory Study
Effectiveness of Internet Advertising by Leading National Advertisers
Interactive Media: A Means for More Meaningful Advertising?
Sophistication on the World Wide Web: Evaluating Structure, Function, and Commercial Goals of Web Sites
Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites
CyberHate: Extending Persuasive Techniques of Low Credibility Sources to the World Wide Web
Online Newspaper Advertising: A Study of Format and Integration With News Content
The Adoption of the World Wide Web for Online Catalogs: A Diffusion Analysis
Advertising in an Interactive Environment: A Research Agenda
Public Policy Issues
Cyber-Cookies: How Much Should the Public Swallow?
From Spam to Stern: Advertising Law and the Internet
Applications
Old-Fashioned Salesmanship in a Newfangled Medium
An Audience Survey From the First Gridiron Cybercast
Conversations With Practitioners
Fifty Million Data Points--Consumer Behavior on the Web
Loopy: Keeping You in the Loop
Interactive Media: An Agency Perspective
Relevance, Originality, and Impact: A New Marketing Communications Model
Thoughts Regarding the Present and Future of Web Advertising
Table of Contents provided by Publisher. All Rights Reserved.

Advertising and the World Wide Web

At a Glance

Hardcover

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How to return your order

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