Page:  of 317
 
Contents
Preface ix
Introduction 1
Part 1: Definition, History, and Theoretical Foundations 3
1.
Web Advertising's Birth and Early Childhood as Viewed
in the Pages of Advertising Age
5
Esther Thorson, William D. Wells, and Shelley Rogers
2.
Understanding Interactivity of Cyberspace Advertising 27
Harper A. Roehm and Curtis P. Haugtvedt
3.
Current Advertising on the Internet: The Benefits and Usage
of Mixed-Media Advertising Strategies
41
Ann E. Schlosser and Alaina Kanfer
4.
"New and Improved!" Advertising in Cyberspace: Using
Specific Conduits to Access Browsers and Seekers
63
David R. Fortin
Part 2: Structure, Function, and Effectiveness 71
5 Children, Advertising, and the Internet: An Exploratory Study 73
Lucy L. Henke

-v-

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: v.
    
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