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Advertising and the World Wide Web

Schumann, David W.

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Advertising and the World Wide Web

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Advertising and the World Wide Web/ edited by David W. Schumann, Esther Thorson.
其他作者:	Schumann, David W.
出版者:	Mahwah, NJ :Lawrence Erlbaum Associates, : 1999.,
面頁冊數:	ix, 317 p. :ill. ;24 cm.
附註:	"Edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference ... Bloomfield Hills, Michigan"--Introd.
內容註:	Web advertising's birth and early childhood as viewed in the pages of Advertising age / Esther Thorson, William D. Wells, and Shelley Rogers -- Understanding interactivity of cyberspace advertising/ Harper A. Roehm and Curtis P. Haugtvedt -- Current advertising on the Internet : the benefits and usage of mixed-media advertising strategies/ Ann E. Schlosser and Alaina Kanfer -- "New and improved!" Advertising in cyberspace : using specific conduits to access browsers and seekers / David R. Fortin -- Children, advertising, and the Internet : an exploratory study/ Lucy L. Henke -- Effectiveness of Internet advertising by leading national advertisers / Judy Foster Davis -- Interactive media : a means for more meaningful advertising?/ Glen J. Nowak ... [et al.] -- Sophistication on the World Wide Web : evaluating structure, function, and commercial goals of Web sites / Charles Frazer and Sally J. McMillan -- Scaling the Web : a parasocial interaction scale for World Wide Web sites/ John Hoerner -- 'Cyberhate' : extending persuasive techniques of low credibility sources to the World Wide Web / Megan McDonald -- Online newspaper advertising : a study of format and integration with news content/ Ann M. Brill -- The adoption of the World Wide Web by marketers for online catalogs : a diffusion analysis / Jennifer K. Meyer -- Advertising in an interactive environment : a research agenda/ Eloise Coupey -- Cyber-cookies : how much should the public swallow? / Sandra Davidson -- From spam to stern : advertising law and the Internet / Sandra Davidson -- Old-fashioned salesmanship in a newfangled medium/ Keith Reinhard -- An audience survey from the first gridiron cybercast / Lynn R. Kahle ... [et al.] -- Conversations with practitioners / edited by David W. Schumann -- Fifty million data points--consumer behavior on the Web/ Michael G. Samet -- Loopy : keeping you in the loop / Carole Walters and 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 / David W. Schumann and Esther Thorson.
標題:	Internet advertising - Congresses. -
電子資源:	http://www.netLibrary.com/urlapi.asp?action=summary&v=1&bookid=19426An electronic book accessible through the World Wide Web; click for information
ISBN:	0585081603 (electronic bk.)

Advertising and the World Wide Web
Advertising and the World Wide Web[electronic resource] /edited by David W. Schumann, Esther Thorson. - Mahwah, NJ :Lawrence Erlbaum Associates,1999. - ix, 317 p. :ill. ;24 cm.

"Edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference ... Bloomfield Hills, Michigan"--Introd.

Includes bibliographical references and index.

Web advertising's birth and early childhood as viewed in the pages of Advertising age / Esther Thorson, William D. Wells, and Shelley Rogers -- Understanding interactivity of cyberspace advertising/ Harper A. Roehm and Curtis P. Haugtvedt -- Current advertising on the Internet : the benefits and usage of mixed-media advertising strategies/ Ann E. Schlosser and Alaina Kanfer -- "New and improved!" Advertising in cyberspace : using specific conduits to access browsers and seekers / David R. Fortin -- Children, advertising, and the Internet : an exploratory study/ Lucy L. Henke -- Effectiveness of Internet advertising by leading national advertisers / Judy Foster Davis -- Interactive media : a means for more meaningful advertising?/ Glen J. Nowak ... [et al.] -- Sophistication on the World Wide Web : evaluating structure, function, and commercial goals of Web sites / Charles Frazer and Sally J. McMillan -- Scaling the Web : a parasocial interaction scale for World Wide Web sites/ John Hoerner -- 'Cyberhate' : extending persuasive techniques of low credibility sources to the World Wide Web / Megan McDonald -- Online newspaper advertising : a study of format and integration with news content/ Ann M. Brill -- The adoption of the World Wide Web by marketers for online catalogs : a diffusion analysis / Jennifer K. Meyer -- Advertising in an interactive environment : a research agenda/ Eloise Coupey -- Cyber-cookies : how much should the public swallow? / Sandra Davidson -- From spam to stern : advertising law and the Internet / Sandra Davidson -- Old-fashioned salesmanship in a newfangled medium/ Keith Reinhard -- An audience survey from the first gridiron cybercast / Lynn R. Kahle ... [et al.] -- Conversations with practitioners / edited by David W. Schumann -- Fifty million data points--consumer behavior on the Web/ Michael G. Samet -- Loopy : keeping you in the loop / Carole Walters and 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 / David W. Schumann and Esther Thorson.

Electronic reproduction.
Boulder, Colo. :
NetLibrary,
2000.

Available via the World Wide Web.

ISBN: 0585081603 (electronic bk.)Subjects--Topical Terms:

788515
Internet advertising
--Congresses.Index Terms--Genre/Form:

542853
Electronic books.

LC Class. No.: HF6146.I58 / A38 1999eb

Dewey Class. No.: 658.8/00285/4678

Advertising and the World Wide Web
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300 $a ix, 317 p. : $b ill. ; $c 24 cm.
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