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APPENDIX

Description of Corporate Internet Web Sites Included in the Study
Company and Web Site Home Page Features
Automotive:
Ford Motor Co. Corporate logo prominently displayed. Blend
of text and graphics with icon and text links to
company, financial and product information. Links to
historical information on Ford cars and Ford family.
Visitors invited to complete a customer survey and
join a research focus group. Embedded e-mail.
Saturn Billboard-style graphic of Saturn car
prominently featured. Blend of text and graphics.
Links to brand information and retailer locations.
Visitors may order a Saturn brochure online; become
a member of the Saturn car club. May retrieve an
800-number to communicate with Saturn.
Food (snacks):
Frito-Lay Graphics-oriented; minimal text. "Chester"
cheetah character corporate icon prominently
featured. Visitors may click on various icons to enter
a contest to win prizes, get recipes, and see company
or specific brand information. Can wander a virtual
"dream house" filled with Frito-Lay brands and enter
"Chester's closet for amusement." Embedded e-mail.
Hershey Conservative graphics blended with text. Photo
of company founder prominently displayed. Visitors
hershey/welcome.html> may click on hypertext links to see company,
founder, product, recipe and nutrition information.
May order Hershey-theme gifts and collectibles.
Includes information on Hersheypark and Hershey,
Pennsylvania tourist attractions. Embedded e-mail.

-96-

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

Publication Information: Book Title: Advertising and the World Wide Web. Contributors: David W. Schumann - editor, Esther Thorson - editor. Publisher: Lawrence Erlbaum Associates. Place of Publication: Mahwah, NJ. Publication Year: 1999. Page Number: 96.
    
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