Advertising and the World Wide Web [electronic resource]

상세정보

자료유형	단행본
서명/저자사항	Advertising and the World Wide Web [electronic resource] / edited by David W. Schumann, Esther Thorson.
개인저자	Schumann, David W.  Thorson, Esther.
단체저자명	NetLibrary, Inc.
발행사항	Mahwah, NJ: Lawrence Erlbaum Associates, 1999.
형태사항	1 online resource (ix, 317 p.) : ill. ; 24 cm.
ISBN	0585081603 (electronic bk.)
일반주기	"Edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference ... Bloomfield Hills, Michigan"--Introd.
서지주기	Includes bibliographical references and index.
내용주기	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.
복제주기	Electronic reproduction. Boulder, Colo. : NetLibrary, 2000. Available via the World Wide Web. Available in multiple electronic file formats. Access may be limited to NetLibrary affiliated libraries.
회의명	Conference on Advertising and Consumer Psychology (15th : 1996: Bloomfield Hills, Mich.)
일반주제명	Internet advertising --Congresses.
분류기호(DDC)	658.8002854678
언어	영어
바로가기	: An electronic book accessible through the World Wide Web; click for information