Page:  of 312
 

Index
Aaker, David A., 163, 186 -89
Adams, Randy, 169
Ad networks, 246 -59
Adoption process, 87
Advanced Research Projects Adminis-
tration (ARPANET), 27
Advertising: first stages of Internet, 19 -
20, 44 - 46 ; interactive, 1 - 2 ; and on-
line communities, 183 - 259 ; and op-
timism, 13 ; and promotional
spending, 14 - 15 ; push and offline,
218 -19; shrinking commercials, 16 -
18. See also Banner advertising
Advertorials, 209
Affinity clubs, 151 -53
Allen, Robert, 41, 43 - 44, 138, 160
Amazon.corn, 40, 128, 156
Amdahl, 94 - 95, 97 - 98
Amdahl, Gene, 95
American Advertising Federation, 129
American Association of Advertising
Agencies (AAAA), 1
American Cybercast, 214 -15
America Online, 29, 38, 45, 233 -35;
branding of, 239 -46; and chat ad-
vertising, 232 ; and community pro-
viders, 223 -25; strategy of, 37 ; web
pages of, 143
Andreessen, Marc, 47, 50, 97, 169
Anker, Andrew, 158
Artzt, Edwin, L., 1 - 4, 8, 24, 48, 123,
173, 293, 295, 298
Banner advertising, 155 -67; advertori-
als, 209 ; and broadcast hybrids, 217 -
23; and cross-promotion, 213 -17;
effectiveness of, 201 ; and event pro-
motions, 212 -13; and keywords, 203 -
4; and microsites, 211 -12; and
online communities, 184 - 259 ; and
portals, 209 -10; and product place-
ments, 210 -11; and sponsorships,
206 -9; standardization of, 190
Banners: animated, 198 ; real-time, 199 ;
sound, 198 -99; static, 198 ; transac-
tive, 199
Barksdale, Jim, 95, 97
Barnes & Noble, 186
Barrett, Craig C., 170
BBDO, 286
Beausejour, Denis F., 294 -95
Being Direct (Wunderman), 124 -25
Bell, Daniel, 59
Bell, Stuart, 40
Bell Atlantic, 11
Bemoff, Josh, 222

-303-

Questia, a part of Gale, Cengage Learning. www.questia.com

Publication Information: Book Title: The Birth of Internet Marketing Communications. Contributors: Dan Steinbock - author. Publisher: Quorum Books. Place of Publication: Westport, CT. Publication Year: 2000. Page Number: 303.
    
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