Screen LibraryInternet advertising：theory and research
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| Group Author: | ; |
|---|---|
| Published: |
Lawrence Erlbaum Associates,
|
| Publisher Address: | Mahwah, N.J. |
| Publication Dates: | 2007. |
| Literature type: | Book |
| Language: | English |
| Edition: | Rev. ed. |
| Series: |
Advertising and consumer psychology |
| Subjects: | |
| Item Description: | Advertising and the World Wide Web. |
| Carrier Form: | x, 516 p.: ill. ; 24 cm. |
| ISBN: |
0805851097 (cloth : alk. paper) 9780805851090 (cloth : alk. paper) |
| Index Number: | F713 |
| CLC: | F713.8-39 |
| Call Number: | F713.8-39/I619/rev.ed. |
| Contents: |
Rev. ed. of: Advertising and the World Wide Web. 1999. Includes bibliographical references and indexes. The Internet waits for no one / Esther Thorson, Margaret Duffy, and David W. Schumann -- Internet advertising : one face or many? / Sally J. McMillan -- Theoretical approaches in Internet advertising research / Anca C. Micu -- Internet integrated marketing communications (I-IMC) : theory and practice / James R. Coyle and Stephen J. Gould -- Motivations for using the Internet and its implications for Internet advertising / Steven M. Edwards -- Computer agents as sources of trust in Internet advertising / Eun-Ju Lee -- Segmenting Internet markets / Shelly Rodgers, Hugh M. Cannon, and Jensen Moore -- The process and consequences of cognitive filtering of Internet content : handling the glut of Internet advertising / Karen Hood and David W. Schumann -- Examining the effectiveness of Internet advertising formats / Hairong Li and John D. Leckenby -- Measuring interactive marketing communication : conceptual foundations and empirical operationalizations / David W. Stewart and Paul A. Pavlou -- The interactive advertising model : additional insights into response to spamming / Shelly Rodgers and Qimei Chen -- Global issues in online advertising / Carrie La Ferle -- Internet advertising in online newspapers / Clyde H. Bentley -- The new online campaign : translating information into action / Kjerstin Thorson and Brendan Watson -- Internet advertising and children / Sabrina M. Neeley -- Health marketing and the Internet / Patricia A. Stout, Jennifer G. Ball, and Jorge Villegas -- Advertising hate on the Internet / Michael S. Waltman and John W. Haas -- From spam to stern : advertising law and the Internet / Sandra Davidson -- Where are our trends leading us? Questions about the future / David W. Schumann and Esther Thorson. |