Advertising and the World Wide Web

by Schumann, David W.; Thorson, Esther

• ISBN13: 9780805831481
• ISBN10: 0805831487
• Format: Hardcover
• Copyright: 1999-04-01
• Publisher: Lawrence Erlbau

Summary

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 Webis 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.

Table of Contents

Preface	ix
Introduction	1	(2)
Part 1: Definition, History, and Theoretical Foundations	3	(68)
Web Advertising's Birth and Early Childhood as Viewed in the Pages of Advertising Age	5	(22)
Esther Thorson
William D. Wells
Shelley Rogers
Understanding Interactivity of Cyberspace Advertising	27	(14)
Harper A. Roehm
Curtis P. Haugtvedt
Current Advertising on the Internet: The Benefits and Usage of Mixed-Media Advertising Strategies	41	(22)
Ann E. Schlosser
Alaina Kanfer
``New and Improved!'' Advertising in Cyberspace: Using Specific Conduits to Access Browsers and Seekers	63	(8)
David R. Fortin
Part 2: Structure, Function, and Effectiveness	71	(146)
Children, Advertising, and the Internet: An Exploratory Study	73	(8)
Lucy L. Henke
Effectiveness of Internet Advertising by Leading National Advertisers	81	(18)
Judy Foster Davis
Interactive Media: A Means for More Meaningful Advertising?	99	(20)
Glen J. Nowak
Scott Shamp
Barry Hollander
Glen T. Cameron
Sophistication on the World Wide Web: Evaluating Structure, Function, and Commercial Goals of Web Sites	119	(16)
Charles Frazer
Sally J. McMillan
Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites	135	(14)
John Hoerner
Cyberhate: Extending Persuasive Techniques of Low Credibility Sources to the World Wide Web	149	(10)
Megan McDonald
Online Newspaper Advertising: A Study of Format and Integration With News Content	159	(16)
Ann M. Brill
The Adoption of the World Wide Web by Marketers for Online Catalogs: A Diffusion Analysis	175	(22)
Jennifer K. Meyer
Advertising in an Interactive Environment: A Research Agenda	197	(20)
Eloise Coupey
Part 3: Public Policy Issues	217	(48)
Cyber-Cookies: How Much Should the Public Swallow?	219
Sandra Davidson
From Spam to Stern: Advertising Law and the Internet	133	(132)
Sandra Davidson
Part 4: Applications	265	(44)
Old-Fashioned Salesmanship in a Newfangled Medium	267	(8)
Keith Reinhard
An Audience Survey From the First Gridiron Cybercast	275	(12)
Lynn R. Kahle
Robert Madrigal
Nancy P. Melone
Kerry Szymanski
Conversations With Practitioners	287	(14)
David W. Schumann
Fifty Million Data Points---Consumer Behavior on the Web
Michael G. Samet
Loopy: Keeping You In the Loop
Carole Walters
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	301	(8)
David W. Schumann
Esther Thorson
Author Index	309	(6)
Subject Index	315