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Advertising and the World Wide Web
by David W. Schumann, Esther Thorson. 317 pgs.
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publication details
 Table of contents
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Contents |
|
|
Preface |
ix |
|
Introduction |
1 |
|
Part 1: Definition, History, and Theoretical Foundations |
3 |
| 2 |
Understanding Interactivity of Cyberspace Advertising and |
27 |
| 3 |
Current Advertising on the Internet: The Benefits and Usage of Mixed-Media Advertising Strategies and |
41 |
| 4 |
"New and Improved!" Advertising in Cyberspace: Using Specific Conduits to Access Browsers and Seekers David R. Fortin |
63 |
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Part 2: Structure, Function, and Effectiveness |
71 |
| 5 |
Children, Advertising, and the Internet: An Exploratory Study Lucy L. Henke |
73 |
| 6 |
Effectiveness of Internet Advertising by Leading National Advertisers |
81 |
| 8 |
Sophistication on the World Wide Web: Evaluating Structure, Function, and Commercial Goals of Web Sites and |
119 |
| 9 |
Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites |
135 |
| 10 |
Cyberhate: Extending Persuasive Techniques of Low Credibility Sources to the World Wide Web |
149 |
| 11 |
Online Newspaper Advertising: A Study of Format and Integration With News Content |
159 |
| 12 |
The Adoption of the World Wide Web by Marketers for Online Catalogs: A Diffusion Analysis |
175 |
| 13 |
Advertising in an Interactive Environment: A Research Agenda |
197 |
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Part 3: Public Policy Issues |
217 |
| 14 |
Cyber-Cookies: How Much Should the Public Swallow? |
219 |
| 15 |
From Spam to Stem: Advertising Law and the Internet |
133 |
|
Part 4: Applications |
265 |
| 16 |
Old-Fashioned Salesmanship in a Newfangled Medium |
267 |
| 17 |
An Audience Survey From the First Gridiron Cybercast Lynn R. Kahle , Robert Madrigal , Nancy P. Melone , and Kerry Szymanski |
275 |
| 18 |
Conversations With Practitioners |
287 |
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Fifty Million Data Points -- Consumer Behavior on the Web |
|
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Loopy: Keeping You In the Loop Carole Walters and Teresa Denova Interactive Media: An Agency Perspective |
|
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Relevance, Originality, and Impact: A New Marketing Communications Model |
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19 Thoughts Regarding the Present and Future of Web Advertising |
301 |
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Author Index |
309 |
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Subject Index |
315 |
Mary Favret He died, and the world showed no outward sign. . . . He died, and his place . . . has never been filled up. Mary Shelley, Preface to The Poetical Works of Percy Bysshe Shelley Any objective method, duly verified, belies the initial contact with the object. It must first scrutinize everything...
Laurie Langbauer
Writing in the first issue of Cultural Studies , the Australian critic Jennifer Craik cites Stuart Hall and Tony Bennett to argue that "the development of cultural studies has seen an uneasy alliance. . . which overlooks the intrinsic incommensurability...
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