Research Catalog

Title

Advertising and the World Wide Web / edited by David W. Schumann, Esther Thorson.

Publication

Mahwah, NJ : Lawrence Erlbaum Associates, 1999.

Items in the Library & Off-site

Details

Additional Authors

• Schumann, David W.
• Thorson, Esther.
• Conference on Advertising and Consumer Psychology (15th : 1996 : Bloomfield Hills, Mich.)

Description

vii, 317 pages : illustrations; 21 cm

Summary

• 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.

Subject

• Internet advertising > Congresses

Note

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

Bibliography (note)

• Includes bibliographical references and index.

Contents

• 1. Web Advertising's Birth and Early Childhood as Viewed in the Pages of Advertising Age / Esther Thorson, William D. Wells and Shelley Rogers -- 2. Understanding Interactivity of Cyberspace Advertising / Harper A. Roehm and Curtis P. Haugtvedt -- 3. Current Advertising on the Internet: The Benefits and Usage of Mixed-Media Advertising Strategies / Ann E. Schlosser and Alaina Kanfer -- 4. "New and Improved!" Advertising in Cyberspace: Using Specific Conduits to Access Browsers and Seekers / David R. Fortin -- 5. Children, Advertising, and the Internet: An Exploratory Study / Lucy L. Henke -- 6. Effectiveness of Internet Advertising by Leading National Advertisers / Judy Foster Davis -- 7. Interactive Media: A Means for More Meaningful Advertising? / Glen J. Nowak, Scott Shamp and Barry Hollander [et al.] -- 8. Sophistication on the World Wide Web: Evaluating Structure, Function, and Commercial Goals of Web Sites / Charles Frazer and Sally J. McMillan --
• 9. Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites / John Hoerner -- 10. Cyberhate: Extending Persuasive Techniques of Low Credibility Sources to the World Wide Web / Megan McDonald -- 11. Online Newspaper Advertising: A Study of Format and Integration With News Content / Ann M. Brill -- 12. The Adoption of the World Wide Web by Marketers for Online Catalogs: A Diffusion Analysis / Jennifer K. Meyer -- 13. Advertising in an Interactive Environment: A Research Agenda / Eloise Coupey -- 14. Cyber-Cookies: How Much Should the Public Swallow? / Sandra Davidson -- 15. From Spam to Stem: Advertising Law and the Internet / Sandra Davidson -- 16. Old-Fashioned Salesmanship in a Newfangled Medium / Keith Reinhard -- 17. An Audience Survey From the First Gridiron Cybercast / Lynn R. Kahle, Robert Madrigal and Nancy P. Melone [et al.] -- 18. Conversations With Practitioners / Edited by David W. Schumann --
• 19. Thoughts Regarding the Present and Future of Web Advertising / David W. Schumann and Esther Thorson.

ISBN

0805831487 (alk. paper)

LCCN

99017344

OCLC

• 504400155
• ocn504400155

Owning Institutions

Columbia University Libraries