Internet Advertising: Theory and Research

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  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 2007-02-15
  • Publisher: Lawrence Erlbau

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Building on the research presented in their previous edition,Advertising and the World Wide Web(1999), editors David W. Schumann and Esther Thorson offer the expertise of active scholars in the area of Internet advertising in this new volume, and allow readers to reflect on the ever-changing nature of the Internet.Internet Advertisingmarks this important point in history, taking into account the state of practice, theoretical conceptualizations, empirical research, creative typologies, and potential considerations. Nearly all chapters are in the form of integrated reviews of theory and research, which provide a source of both previous knowledge, as well as future focus for advertising strategy. The volume is arranged in four sections covering: *the foundations of Internet advertising theory; *consumer response to Internet advertising; *topical areas in which Internet advertising has significant influence on the consumer; and *human needs and trends that will likely have significant impact on the future of Internet advertising. This contemporary analysis of Internet advertising will appeal to all practitioners and "students" of the Internet, and will effectively suit courses taught in this area.

Table of Contents

Prefacep. ix
Foundations of Internet Advertising Theoryp. 1
The Internet Waits for No Onep. 3
Internet Advertising: One Face or Many?p. 15
Theoretical Approaches in Internet Advertising Researchp. 37
Internet Integrated Marketing Communications (I-IMC): Theory and Practicep. 69
Consumer Response Associated With Internet Advertisingp. 89
Motivations for Using the Internet and Its Implications for Internet Advertisingp. 91
Computer Agents as Sources of Trust in Internet Advertisingp. 121
Segmenting Internet Marketsp. 149
The Process and Consequences of Cognitive Filtering of Internet Content: Handling the Glut of Internet Advertisingp. 185
Examining the Effectiveness of Internet Advertising Formatsp. 203
Measuring Interactive Marketing Communication: Conceptual Foundations and Empirical Operationalizationsp. 225
The Interactive Advertising Model: Additional Insights Into Response to Spammingp. 259
Special Topicsp. 285
Global Issues in Online Advertisingp. 287
Internet Advertising in Online Newspapersp. 313
The New Online Campaign: Translating Information Into Actionp. 323
Internet Advertising and Childrenp. 343
Health Marketing and the Internetp. 363
Advertising Hate on the Internetp. 397
From Spam to Stern: Advertising Law and the Internetp. 427
Conclusion: A Look Toward the Futurep. 473
Where Are Our Trends Leading Us? Questions About the Futurep. 475
Author Indexp. 485
Subject Indexp. 503
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