Research Catalog

Title

Advertising and the World Wide Web / edited by David W. Schumann, Esther Thorson.

Publication

Mahwah, NJ : Lawrence Erlbaum Associates, 1999.

Supplementary Content

Table of Contents

Items in the Library & Off-site

Details

Additional Authors

• Schumann, David W.
• Thorson, Esther.
• Conference on Advertising and Consumer Psychology (15th : 1996 : Bloomfield Hills, Mich.)

Description

ix, 317 p. : ill.; 24 cm.

Subject

Internet advertising > Congresses

Note

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

Bibliography (note)

• Includes bibliographical references and index.

Contents

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.

Call Number

JBE 08-134

ISBN

0805831487 (alk. paper)

LCCN

99017344

OCLC

40698629

Title

Advertising and the World Wide Web / edited by David W. Schumann, Esther Thorson.

Imprint

Mahwah, NJ : Lawrence Erlbaum Associates, 1999.

Bibliography

Includes bibliographical references and index.

Connect to:

Table of Contents

Added Author

Schumann, David W.

Thorson, Esther.

Conference on Advertising and Consumer Psychology (15th : 1996 : Bloomfield Hills, Mich.)

Research Call Number

JBE 08-134