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Advertising and the World Wide Web

Schumann David W. Thorson Esther
Innbundet / 1999 / Engelsk

Produktdetaljer

ISBN
9780805831481
Publisert
1999-04-01
Utgiver
Vendor
Psychology Press
Vekt
566 gr
Høyde
229 mm
Bredde
152 mm
Aldersnivå
UU, UP, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
328

Redaktør
Schumann David W.
Thorson Esther

Om bidragsyterne

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

Advertising and the World Wide Web

Schumann David W. Thorson Esther
Innbundet / 1999 / Engelsk
Schumann David W. Thorson Esther
Innbundet / 1999 / Engelsk
Nettpris:
1.812,-
Levering 7-20 dager
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<p><i>"...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. <b>Advertising and the World Wide Web</b> 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."</i><br />—<b><i>Journalism & Mass Communication Quarterly</i></b></p><p><i>"<b>Advertising and the World Wide Web</b> 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."</i><br />—<b><i>Communication Booknotes Quarterly</i></b></p>

The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of Advertising Age. Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham actually articulates this linkage between the old and new in his invited chapter. What the reader will encounter in Advertising and the World Wide Web is a solid conception of how Web advertising is different from anything that has come before. There are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner. Although there remain a few nay-sayers concerning the future of Web advertising, the reader will be able to see just how incredibly high-impact this new medium has become and the vast potential that it holds for future promotional endeavors.
Les mer
Volume composed of papers presented at the 1996 Advertising & Consumer Psych. Conf., but all papers have been updated up through June 1998. Traces web advertising from its inception until now, as the Web has become a high-impact forum for advertising.
Les mer
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.
Les mer

Relaterte produkter

<p><i>"...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. <b>Advertising and the World Wide Web</b> 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."</i><br />—<b><i>Journalism & Mass Communication Quarterly</i></b></p><p><i>"<b>Advertising and the World Wide Web</b> 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."</i><br />—<b><i>Communication Booknotes Quarterly</i></b></p>

The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of Advertising Age. Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham actually articulates this linkage between the old and new in his invited chapter. What the reader will encounter in Advertising and the World Wide Web is a solid conception of how Web advertising is different from anything that has come before. There are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner. Although there remain a few nay-sayers concerning the future of Web advertising, the reader will be able to see just how incredibly high-impact this new medium has become and the vast potential that it holds for future promotional endeavors.
Les mer
Volume composed of papers presented at the 1996 Advertising & Consumer Psych. Conf., but all papers have been updated up through June 1998. Traces web advertising from its inception until now, as the Web has become a high-impact forum for advertising.
Les mer
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.
Les mer

Produktdetaljer

ISBN
9780805831481
Publisert
1999-04-01
Utgiver
Vendor
Psychology Press
Vekt
566 gr
Høyde
229 mm
Bredde
152 mm
Aldersnivå
UU, UP, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
328

Redaktør
Schumann David W.
Thorson Esther

Om bidragsyterne

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

Relaterte produkter