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- catalog abstract ""In this edited volume, the authors have provided readers with a comprehensive view of advertising on the World Wide Web. The chapters reflect new ways of applying theory and methodology, and provide exposure to varied types of advertising and promotion, novelty, personality, societal issues, and legal ramifications. Readers also get a look at the practitioner's point of view. With the advent of such a potentially powerful medium, readers need to be aware of the Web's benefits as well as its dark side. This book will appeal to all who are interested in consumer psychology, advertising, marketing, and telecommunication."--Jacket.".
- catalog contributor b11199209.
- catalog contributor b11199210.
- catalog contributor b11199211.
- catalog created "1999.".
- catalog date "1999".
- catalog date "1999.".
- catalog dateCopyrighted "1999.".
- catalog description ""In this edited volume, the authors have provided readers with a comprehensive view of advertising on the World Wide Web. The chapters reflect new ways of applying theory and methodology, and provide exposure to varied types of advertising and promotion, novelty, personality, societal issues, and legal ramifications. Readers also get a look at the practitioner's point of view. With the advent of such a potentially powerful medium, readers need to be aware of the Web's benefits as well as its dark side. This book will appeal to all who are interested in consumer psychology, advertising, marketing, and telecommunication."--Jacket.".
- catalog description "Includes bibliographical references and indexes.".
- catalog description "Loopy : keeping you in the loop / Carole Walters and Teresa Denova -- Interactive media : an agency perspective / Bruce Goerlich -- Relevance, originality, and impact : a new marketing communications model / David King -- Thoughts regarding the present and future of Web advertising / David W. Schumann and Esther Thorson.".
- catalog description "Scaling the Web : a parasocial interaction scale for World Wide Web sites / John Hoerner -- 'Cyberhate' : extending persuasive techniques of low credibility sources to the World Wide Web / Megan McDonald -- Online newspaper advertising : a study of format and integration with news content / Ann M. Brill -- The adoption of the World Wide Web by marketers for online catalogs : a diffusion analysis / Jennifer K. Meyer -- Advertising in an interactive environment : a research agenda / Eloise Coupey -- Cyber-cookies : how much should the public swallow? / Sandra Davidson -- From spam to stern : advertising law and the Internet / Sandra Davidson -- Old-fashioned salesmanship in a newfangled medium / Keith Reinhard -- An audience survey from the first gridiron cybercast / Lynn R. Kahle [and others] -- Conversations with practitioners / edited by David W. Schumann -- Fifty million data points--consumer behavior on the Web / Michael G. Samet -- ".
- catalog description "Web advertising's birth and early childhood as viewed in the pages of Advertising age / Esther Thorson, William D. Wells, and Shelley Rogers -- Understanding interactivity of cyberspace advertising / Harper A. Roehm and Curtis P. Haugtvedt -- Current advertising on the Internet : the benefits and usage of mixed-media advertising strategies / Ann E. Schlosser and Alaina Kanfer -- "New and improved!" Advertising in cyberspace : using specific conduits to access browsers and seekers / David R. Fortin -- Children, advertising, and the Internet : an exploratory study / Lucy L. Henke -- Effectiveness of Internet advertising by leading national advertisers / Judy Foster Davis -- Interactive media : a means for more meaningful advertising? / Glen J. Nowak [and others] -- Sophistication on the World Wide Web : evaluating structure, function, and commercial goals of Web sites / Charles Frazer and Sally J. McMillan -- ".
- catalog extent "ix, 317 p. :".
- catalog identifier "0805831487 (alk. paper)".
- catalog issued "1999".
- catalog issued "1999.".
- catalog language "eng".
- catalog publisher "Mahwah, NJ : Lawrence Erlbaum Associates,".
- catalog subject "658.8/00285/4678 21".
- catalog subject "HF6146.I58 A38 1999".
- catalog subject "Internet advertising Congresses.".
- catalog tableOfContents "Loopy : keeping you in the loop / Carole Walters and Teresa Denova -- Interactive media : an agency perspective / Bruce Goerlich -- Relevance, originality, and impact : a new marketing communications model / David King -- Thoughts regarding the present and future of Web advertising / David W. Schumann and Esther Thorson.".
- catalog tableOfContents "Scaling the Web : a parasocial interaction scale for World Wide Web sites / John Hoerner -- 'Cyberhate' : extending persuasive techniques of low credibility sources to the World Wide Web / Megan McDonald -- Online newspaper advertising : a study of format and integration with news content / Ann M. Brill -- The adoption of the World Wide Web by marketers for online catalogs : a diffusion analysis / Jennifer K. Meyer -- Advertising in an interactive environment : a research agenda / Eloise Coupey -- Cyber-cookies : how much should the public swallow? / Sandra Davidson -- From spam to stern : advertising law and the Internet / Sandra Davidson -- Old-fashioned salesmanship in a newfangled medium / Keith Reinhard -- An audience survey from the first gridiron cybercast / Lynn R. Kahle [and others] -- Conversations with practitioners / edited by David W. Schumann -- Fifty million data points--consumer behavior on the Web / Michael G. Samet -- ".
- catalog tableOfContents "Web advertising's birth and early childhood as viewed in the pages of Advertising age / Esther Thorson, William D. Wells, and Shelley Rogers -- Understanding interactivity of cyberspace advertising / Harper A. Roehm and Curtis P. Haugtvedt -- Current advertising on the Internet : the benefits and usage of mixed-media advertising strategies / Ann E. Schlosser and Alaina Kanfer -- "New and improved!" Advertising in cyberspace : using specific conduits to access browsers and seekers / David R. Fortin -- Children, advertising, and the Internet : an exploratory study / Lucy L. Henke -- Effectiveness of Internet advertising by leading national advertisers / Judy Foster Davis -- Interactive media : a means for more meaningful advertising? / Glen J. Nowak [and others] -- Sophistication on the World Wide Web : evaluating structure, function, and commercial goals of Web sites / Charles Frazer and Sally J. McMillan -- ".
- catalog title "Advertising and the World Wide Web / edited by David W. Schumann, Esther Thorson.".
- catalog type "Conference proceedings. fast".
- catalog type "text".