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Read complete books and articles on: Internet Advertising
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10 of the Best Books and Articles on: Internet Advertising
as selected by Questia librarians
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Advertising and the Mind of the Consumer: What Works, What Doesn't, and Why (Chap. 23 "The Web: Advertising in a New Age")
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by Max Sutherland, Alice K. Sylvester.
336 pgs.
Contrary to popular belief, most ads are not designed to make consumers want to buy the product. Using examples from popular international campaigns, this book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind...
Contrary to popular belief, most ads are not designed to make consumers want to buy the product. Using examples from popular international campaigns, this book provides insight into the minds of both creators and consumers of advertising. It demonstrates why one brand is more likely to come to mind than another, dispels the myths behind subliminal advertising, reveals the tricks successful advertisers use, and clarifies how and why some messages work and some misfire. Illustrations.
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Time and Media Markets (Chap. 8 "Advertising and Internet Usage: A Perspective from Time and Media Planning")
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by Alan B. Albarran, Angel Arrese.
177 pgs.
This edited collection examines time and its relationship to and impact upon media industries, studying how the media industry views time and makes business and economic decisions based on considerations of time. Contributions from an international set of authors analyze time constraints and...
This edited collection examines time and its relationship to and impact upon media industries, studying how the media industry views time and makes business and economic decisions based on considerations of time. Contributions from an international set of authors analyze time constraints and competition between different media; the quantity and quality of time spent in media consumption, audience and readership time valuation/costing/pricing; and the emergence of new media businesses around individual time management. Specific topics examined in the volume include: * a philosophical look at the concept of time and its application to media markets; * temporal aspects of media distribution for the media industries, and how time affects their activities; * the impact of increasing media industry consolidation and convergence on managerial effectiveness; * approaches to time by CNN and its various cache of news channels, in a managerial context; * the application of niche theory as a framework to examine competition between the Internet and television; * Internet access in the United Kingdom and Europe, examining the cost of time for online access; * the exchange of time and money in the television market for advertising; and * a summary of research and an agenda for future research on the topic of time's role in the media industry and markets. With its origins in the third World Media Economics conference, held in 2000, Time and Media Markets is a distinctive and important collection appropriate for scholars and advanced students in media management and economics.
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Telecommunications Management: Industry Structures and Planning Strategies (Chap. 6 "The Internet")
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by Richard A. Gershon.
368 pgs.
With today's communications industry experiencing major changes on an almost daily basis, media managers must have a clear understanding of the different delivery platforms, as well as a grasp of critical management, planning, and economic factors in order to stay current and move their...
With today's communications industry experiencing major changes on an almost daily basis, media managers must have a clear understanding of the different delivery platforms, as well as a grasp of critical management, planning, and economic factors in order to stay current and move their organizations forward. Telecommunications Management helps current and future media professionals understand the relationship and convergence patterns between the broadcast, cable television, telephony, and Internet communication industries. Author Richard A. Gershon examines telecommunications industry structures and the management practices and business strategies affecting the delivery of information and entertainment services to consumers. He brings in specialists to present the finer points of management and planning responsibilities. Case studies from the International Radio and Television Society (IRTS) competition supplement the main text and offer an invaluable perspective on management issues. Developed for students in telecommunications management, electronic media management, and telecommunication economics, this volume also serves as a practical reference for the professional manager.
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Who Owns the Media?: Competition and Concentration in the Mass Media Industry (Chap. 7 "The Online Information Industry")
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by Benjamin M. Compaine, Douglas Gomery.
604 pgs.
This thorough update to Benjamin Compaine's original 1979 benchmark and 1982 revisit of media ownership tackles the question of media ownership, providing a detailed examination of the current state of the media industry. Retaining the wealth of data of the earlier volumes, Compaine and his...
This thorough update to Benjamin Compaine's original 1979 benchmark and 1982 revisit of media ownership tackles the question of media ownership, providing a detailed examination of the current state of the media industry. Retaining the wealth of data of the earlier volumes, Compaine and his co-author Douglas Gomery chronicle the myriad changes in the media industry and the factors contributing to these changes. They also examine how the media industry is being reshaped by technological forces in all segments, as well as by social and cultural reactions to these forces. This third edition of Who Owns the Media? has been reorganized and expanded, reflecting the evolution of the media industry structure. Looking beyond conventional wisdom and expectations, Compaine and Gomery examine the characteristics of competition in the media marketplace, present alternative positions on the meanings of concentration, and ultimately urge readers to draw their own conclusions on an issue that is neither black nor white. Appropriate for media practitioners and sociologists, historians, and economists studying mass media, this volume can also be used for advanced courses in broadcasting, journalism, mass communication, telecommunications, and media education. As a new benchmark for the current state of media ownership, it is invaluable to anyone needing to understand who controls the media and thus the information and entertainment messages received by media consumers.
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The Media Handbook: A Complete Guide to Advertising Media Selection, Planning, Research, and Buying ("The Internet-the Ultimate Choice" begins on p. 92)
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by Helen Katz.
185 pgs.
The Media Handbook provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the...
The Media Handbook provides a practical introduction to the complete media planning and buying process. In this updated and expanded edition, author Helen Katz explains basic media planning and buying calculations along with the practical realities of offering plan alternatives and evaluating the plan once it has been created. She also covers the benefits and drawbacks of each major media form (television, magazines, newspapers, radio, out of home, and Internet) and examines how media fits into the overall marketing framework, providing insights on how marketing and media objectives are established. Highlights of this text include: explanations of media research with each media form, showing how research is utilized and illustrating its role in understanding how and why people use media; charts and tables throughout, with useful statistics on media audiences; national and local examples to show how media planning/buying occur for local businesses and major brand names; emphasis on the creativity of the media planning/buying discipline; checklists in each chapter to emphasize critical points; and current listings of industry resources and associations. With its emphasis on real-world industry practice, The Media Handbook provides an essential introduction to students in advertising, media planning, communication, and marketing. It will serve as an indispensable reference for anyone pursuing a career in media planning, buying, and research.
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Sex in Advertising: Perspectives on the Erotic Appeal (Chap. 14 "Sex - Online and in Internet Advertising")
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by Tom Reichert, Jacqueline Lambiase.
294 pgs.
Sex in Advertising: Perspectives on the Erotic Appeal is the first book to thoroughly tackle important issues about sex in advertising. What is it? Does it work? How does it affect individuals and society? Well-respected scholars and popular writers answer these questions as they address the...
Sex in Advertising: Perspectives on the Erotic Appeal is the first book to thoroughly tackle important issues about sex in advertising. What is it? Does it work? How does it affect individuals and society? Well-respected scholars and popular writers answer these questions as they address the following issues associated with sex in today's advertising environment: gender differences and representation, unintended social effects, subliminal embeds, appeals to the homosexual community, and new media. The book contains a blend of perspectives, including original experimental studies, interpretive and historical analyses, and cultural critiques. The definitive source on sex in advertising, this book: *is centralized around a singular theme: Understanding how sex in advertising appeals work and why they are so prevalent; *includes multiple perspectives to capture the richness of sexual appeals; *brings together viewpoints from both well-known scholars and writers; *provides a wealth of ideas and research questions for those interested in the topic; and *contains discussions of sex in advertising from its roots in the 1700s to online advertising today and beyond. The book is must reading for advertising and gender researchers, scholars, and students. Anyone interested in mass media, consumer psychology, and popular culture will find this book an essential resource.
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