Advertising and the World Wide Web /
Saved in:
| Imprint: | Mahwah, N.J. : Lawrence Erlbaum Associates, 1999. |
|---|---|
| Description: | ix, 317 p. ; 24 cm. |
| Language: | English |
| Series: | Advertising and consumer psychology |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/3753706 |
Table of Contents:
- Preface
- Introduction
- Part I. 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
- Part II. 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
- Part III. Public Policy Issues
- Cyber-Cookies: How Much Should the Public Swallow?
- From Spam to Stern: Advertising Law and the Internet
- Part IV. 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
