عنوان

Advertising and the World Wide Web /

(Number (ISBN

0585081603

(Number (ISBN

1135672326

(Number (ISBN

1135672369

(Number (ISBN

1135672377

(Number (ISBN

1410602060

(Number (ISBN

9780585081601

(Number (ISBN

9781135672324

(Number (ISBN

9781135672362

(Number (ISBN

9781135672379

(Number (ISBN

9781410602060

Erroneous ISBN

0805831487

Erroneous ISBN

1138003212

Erroneous ISBN

9780805831481

Erroneous ISBN

9781138003217

Title Proper

Advertising and the World Wide Web /

General Material Designation

[Book]

First Statement of Responsibility

edited by David W. Schumann, Esther Thorson.

Place of Publication, Distribution, etc.

Mahwah, NJ :

Name of Publisher, Distributor, etc.

Lawrence Erlbaum Associates,

Date of Publication, Distribution, etc.

1999.

Specific Material Designation and Extent of Item

1 online resource (ix, 317 pages) :

Other Physical Details

illustrations

Series Title

Advertising and consumer psychology

Text of Note

"Edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference ... Bloomfield Hills, Michigan"--Introduction.

Text of Note

Includes bibliographical references and index.

Text of Note

Web advertising's birth and early childhood as viewed in the pages of Advertising age / Esther Thorson, William D. Wells, and Shelley Rogers -- Understanding interactivity of cyberspace advertising / Harper A. Roehm and Curtis P. Haugtvedt -- Current advertising on the Internet : the benefits and usage of mixed-media advertising strategies / Ann E. Schlosser and Alaina Kanfer -- "New and improved!" Advertising in cyberspace : using specific conduits to access browsers and seekers / David R. Fortin -- Children, advertising, and the Internet : an exploratory study / Lucy L. Henke -- Effectiveness of Internet advertising by leading national advertisers / Judy Foster Davis -- Interactive media : a means for more meaningful advertising? / Glen J. Nowak [and others] -- Sophistication on the World Wide Web : evaluating structure, function, and commercial goals of Web sites / Charles Frazer and Sally J. McMillan -- Scaling the Web : a parasocial interaction scale for World Wide Web sites / John Hoerner -- 'Cyberhate' : extending persuasive techniques of low credibility sources to the World Wide Web / Megan McDonald -- Online newspaper advertising : a study of format and integration with news content / Ann M. Brill -- The adoption of the World Wide Web by marketers for online catalogs : a diffusion analysis / Jennifer K. Meyer -- Advertising in an interactive environment : a research agenda / Eloise Coupey -- Cyber-cookies : how much should the public swallow? / Sandra Davidson -- From spam to stern : advertising law and the Internet / Sandra Davidson -- Old-fashioned salesmanship in a newfangled medium / Keith Reinhard -- An audience survey from the first gridiron cybercast / Lynn R. Kahle [and others] -- Conversations with practitioners / edited by David W. Schumann -- Fifty million data points--consumer behavior on the Web / Michael G. Samet -- Loopy : keeping you in the loop / Carole Walters and Teresa Denova -- Interactive media : an agency perspective / Bruce Goerlich -- Relevance, originality, and impact : a new marketing communications model / David King -- Thoughts regarding the present and future of Web advertising / David W. Schumann and Esther Thorson.

0

Text of Note

"In this edited volume, the authors have provided readers with a comprehensive view of advertising on the World Wide Web. The chapters reflect new ways of applying theory and methodology, and provide exposure to varied types of advertising and promotion, novelty, personality, societal issues, and legal ramifications. Readers also get a look at the practitioner's point of view. With the advent of such a potentially powerful medium, readers need to be aware of the Web's benefits as well as its dark side. This book will appeal to all who are interested in consumer psychology, advertising, marketing, and telecommunication."--Jacket.

Title

Advertising and the World Wide Web.

International Standard Book Number

0805831487

Internet advertising, Congresses.

BUSINESS & ECONOMICS-- Distribution.

BUSINESS & ECONOMICS-- Marketing-- General.

Internet advertising.

BUS-- 043000

BUS-- 078000

Number

Edition

Class number

Book number

Schumann, David W.

Thorson, Esther.

Conference on Advertising and Consumer Psychology(15th :1996 :, Bloomfield Hills, Mich.)

Date of Transaction

20200822132144.0

Cataloguing Rules (Descriptive Conventions))

pn

Electronic name

[Book]

Y