About the Book
This volume is composed of edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference. In addition to the conference papers, several distinguished authors were invited to submit chapters covering topics not included at the conference. Although many of these papers were initially conceptualized two years ago, they have all been updated. These chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and the World Wide Web. The book is organized into five sections. Section 1 examines definitions of basic terms like interactivity, icons, banners, hotlinks, hits, advertorials, editorial environment, and shovelware. Section 2 looks at the structure of Web advertising, how it presumably functions to sell products or services, and how well it works. Section 3 looks at four specific applications of Web advertising, including a measurement device for ascertaining parasocial responses to sites, an examination of how cyberhate sites look and operate, how advertising fits into inline newspapers, and how catalogue marketers are moving onto a Web format.
Section 4 examines in detail the legal state of Internet advertising and also looks at the issue of how cybercookies operate and what problems of privacy and content are involved with cookie-based marketing. Section 5 is the voice of practitioners -those who have pioneered Web advertising and promotion, and report back from the frontlines on what works and what fails.
Table of Contents:
Contents: Preface. E. Thorson, D.W. Schumann, Introduction. Part I: Definition, History, and Theoretical Foundations.E. Thorson, W.D. Wells, S. Rogers, Web Advertising's Birth and Early Childhood as Viewed in the Pages of Advertising Age.H.A. Roehm, C.P. Haugtvedt, Understanding Interactivity of Cyberspace Advertising. A.E. Schlosser, A. Kanfer, Current Advertising on the Internet: The Benefits and Usage of Mixed-Media Advertising Strategies. D.R. Fortin, "New and Improved!" Advertising and Cyberspace: Using Specific Conduits to Access Browsers and Seekers. Part II: Structure, Function, and Effectiveness.L.L. Henke, Children, Advertising, and the Internet: An Exploratory Study. J.F. Davis, Effectiveness of Internet Advertising by Leading National Advertisers. G.J. Nowak, S. Shamp, B. Hollander, G.T. Cameron, Interactive Media: A Means for More Meaningful Advertising? C. Frazer, S. McMillan, Sophistication on the World Wide Web: Evaluating Structure, Function, and Commercial Goals of Web Sites. J. Hoerner, Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites. M. McDonald,CyberHate: Extending Persuasive Techniques of Low Credibility Sources to the World Wide Web. A.M. Brill, Online Newspaper Advertising: A Study of Format and Integration With News Content. J.K. Meyer, The Adoption of the World Wide Web for Online Catalogs: A Diffusion Analysis. E. Coupey, Advertising in an Interactive Environment: A Research Agenda. Part III: Public Policy Issues.S. Davidson, Cyber-Cookies: How Much Should the Public Swallow? S. Davidson, From Spam to Stern: Advertising Law and the Internet. Part IV: Applications.K. Reinhard, Old-Fashioned Salesmanship in a Newfangled Medium. L.R. Kahle, R. Madrigal, N.P. Melone, K. Szymanski, An Audience Survey From the First Gridiron Cybercast. D.W. Schumann, Conversations With Practitioners. M.G. Samet, Fifty Million Data Points--Consumer Behavior on the Web. C. Walters, T. Denova, Loopy: Keeping You in the Loop. B. Goerlich, Interactive Media: An Agency Perspective. D. King, Relevance, Originality, and Impact: A New Marketing Communications Model. D.W. Schumann, E. Thorson, Thoughts Regarding the Present and Future of Web Advertising.
About the Author :
David W. Schumann (Edited by) , Esther Thorson (Edited by)
Review :
"...both theoretical issues and practical applications of the Web as an advertising medium are addressed in this volume....this volume would be an excellent text to use for upper-level or graduate classes that address Internet issues. Advertising and the World Wide Web should not be considered strictly an advertising text since the book contains information that is important for marketers, journalists, and other content providers as well. Other academics wishing to investigate the 'Net' may also find inspiration from the work of the researchers in this book."
—Journalism & Mass Communication Quarterly
"Advertising and the World Wide Web is certainly timely as advertising appears ever more ubiquitous on the web....one of the few scholarly analyses to date on what to many web users is a rising fact of life, if not a problem."
—Communication Booknotes Quarterly
