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Title Advertising and the World Wide Web / edited by David W. Schumann, Esther Thorson.
Imprint Mahwah, NJ : Lawrence Erlbaum Associates, 1999.

Subject Internet advertising -- Congresses.
Alt Name Schumann, David W.
Thorson, Esther.
Conference on Advertising and Consumer Psychology (15th : 1996 : Bloomfield Hills, Mich.)
Description ix, 317 pages : illustrations ; 24 cm
Note "Edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference ... Bloomfield Hills, Michigan"--Introd.
Bibliography Note Includes bibliographical references and index.
Contents 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 ... [et al.] -- Sophistication on the World Wide Web : evaluating structure, function, and commercial goals of Web sites / Charles Frazer and Sally J. McMillan -- 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 ... [et al.] -- Conversations with practitioners / edited by David W. Schumann -- Fifty million data points--consumer behavior on the Web / Michael G. Samet -- 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.
ISBN 0805831487 (alk. paper)
OCLC # 40698629
Table of Contents
1Web Advertising's Birth and Early Childhood as Viewed in the Pages of Advertising Age / Esther Thorson, William D. Wells, Shelley Rogers5
2Understanding Interactivity of Cyberspace Advertising / Harper A. Roehm, Curtis P. Haugtvedt27
3Current Advertising on the Internet: The Benefits and Usage of Mixed-Media Advertising Strategies / Ann E. Schlosser, Alaina Kanfer41
4"New and Improved!" Advertising in Cyberspace: Using Specific Conduits to Access Browsers and Seekers / David R. Fortin63
5Children, Advertising, and the Internet: An Exploratory Study / Lucy L. Henke73
6Effectiveness of Internet Advertising by Leading National Advertisers / Judy Foster Davis81
7Interactive Media: A Means for More Meaningful Advertising? / Glen J. Nowak, Scott Shamp, Barry Hollander [et al.]99
8Sophistication on the World Wide Web: Evaluating Structure, Function, and Commercial Goals of Web Sites / Charles Frazer, Sally J. McMillan119
9Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites / John Hoerner135
10Cyberhate: Extending Persuasive Techniques of Low Credibility Sources to the World Wide Web / Megan McDonald149
11Online Newspaper Advertising: A Study of Format and Integration With News Content / Ann M. Brill159
12The Adoption of the World Wide Web by Marketers for Online Catalogs: A Diffusion Analysis / Jennifer K. Meyer175
13Advertising in an Interactive Environment: A Research Agenda / Eloise Coupey197
14Cyber-Cookies: How Much Should the Public Swallow? / Sandra Davidson219
15From Spam to Stem: Advertising Law and the Internet / Sandra Davidson133
16Old-Fashioned Salesmanship in a Newfangled Medium / Keith Reinhard267
17An Audience Survey From the First Gridiron Cybercast / Lynn R. Kahle, Robert Madrigal, Nancy P. Melone [et al.]275
18Conversations With Practitioners287
19Thoughts Regarding the Present and Future of Web Advertising / David W. Schumann, Esther Thorson301
 Author Index309
 Subject Index315

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