Internet advertising:theory and research
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Group Author: | ; |
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Published: |
Lawrence Erlbaum Associates,
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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. |