Advertising and the World Wide Web

by Schumann, David W.; Thorson, Esther

• ISBN13: 9781410602060
• ISBN10: 1410602060
• Copyright: 1999-05-13
• Publisher: Taylor & Francis

Summary

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./P>

Table of Contents

Additional Info	p. ii
Title Page	p. iii
Publication/Copyright Page	p. iv
Preface	p. ix
Dedication Page	p. ix
Introduction	p. 1
Definitions, History, and Theoretical Foundations	p. 3
Web Advertising's Birth and Early Childhood As Viewed in the Pages of Advertising Age	p. 5
References	p. 25
Understanding Interactivity Of Cyberspace Advertising	p. 27
References	p. 37
Current Advertising on the Internet: The Benefits and Usage of Mixed Media Advertising Strategies	p. 41
References	p. 59
New and Improved! Advertising In Cyberspace: Using Specific Conduits To Access Browsers and Seekers	p. 63
References	p. 69
Structure, Function, and Effectiveness	p. 71
Children, Advertising, and the Internet: An Exploratory Study	p. 73
References	p. 79
Effectiveness of Internet Advertising By Leading National Advertisers	p. 81
References	p. 93
Appendix: Description of Corporate Internet Web Sites Included in the Study	p. 96
Interactive Media: a Means For More Meaningful Advertising?	p. 99
References	p. 115
Sophistication on the World Wide Web: Evaluating Structure, Function, and Commercial Goals of Web Sites	p. 119
References	p. 133
Scaling the Web: a Parasocial Interaction Scale For World Wide Web Sites	p. 135
References	p. 146
Cyberhate: Extending Persuasive Techniques of Low Credibility Sources to the World Wide Web	p. 149
References	p. 157
Online Newspaper Advertising: a Study Of Format and Integration with News Content	p. 159
References	p. 172
The Adoption of the World Wide Web By Marketers for Online Catalogs: A Diffusion Analysis	p. 175
References	p. 194
Advertising in an Interactive Environment: A Research Agenda	p. 197
References	p. 213
Public Policy Issues	p. 217
Cyber-Cookies: How Much Should The Public Swallow?	p. 219
References	p. 227
Appendix: Consumer Internet Privacy Protection Act of 1997	p. 230
From Spam to Stern: Advertising Law and the Internet	p. 233
References	p. 259
Appendix: Consumer Internet Privacy Protection Act of 1997	p. 261
Applications	p. 265
Old-Fashioned Salesmanship In a Newfangled Medium	p. 267
An Audience Survey From The First Gridiron Cybercast	p. 275
References	p. 286
Conversations with Practitioners	p. 287
Thoughts Regarding the Present and Future of Web Advertising	p. 301
References	p. 307
Author Index	p. 309
Subject Index	p. 315
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