Internet advertising : theory and research / edited by David W. Schumann, Esther Thorson.

Format:

Book

Contributor:

Schumann, David W.

Thorson, Esther

Anne and Joseph Trachtman Memorial Book Fund.

Series:

Advertising and consumer psychology

Language:

English

Subjects (All):

Internet advertising.

Physical Description:

x, 516 pages : illustrations ; 24 cm.

Edition:

Revised edition.

Place of Publication:

Mahwah, N.J. : Lawrence Erlbaum Associates, 2007.

Summary:

Building on the research presented in their previous edition, Advertising and the World Wide Web (1999), editors David W. Schumann and Esther Thorson offer the expertise of active scholars in the area of Internet advertising in this new volume, and allow readers to reflect on the ever-changing nature of the Internet. All chapters are in the form of integrated reviews of theory and research that provide a source of both previous knowledge as well as a future focus of advertising strategy. The volume is arranged in four sections, covering: the foundations of Internet advertising theory; consumer response to Internet advertising; topical areas in which Internet advertising has significant influence on the consumer; and, human needs and trends that will likely have significant impact on the future of Internet advertising. This contemporary analysis of Internet advertising will appeal to students, teachers, and practitioners in the fields of consumer psychology, advertising, marketing, communications, and computer technology.

Contents:

Part I Foundations of Internet Advertising Theory 1

1 The Internet Waits for No One / Esther Thorson, Margaret Duffy, David W. Schumann 3

2 Internet Advertising: One Face or Many? / Sally J. McMillan 15

3 Theoretical Approaches in Internet Advertising Research / Anca C. Micu 37

4 Internet Integrated Marketing Communications (I-IMC): Theory and Practice / James R. Coyle, Stephen J. Gould 69

Part II Consumer Response Associated With Internet Advertising 89

5 Motivations for Using the Internet and Its Implications for Internet Advertising / Steven M. Edwards 91

6 Computer Agents as Sources of Trust in Internet Advertising / Eun-Ju Lee 121

7 Segmenting Internet Markets / Shelly Rodgers, Hugh M. Cannon, Jensen Moore 149

8 The Process and Consequences of Cognitive Filtering of Internet Content: Handling the Glut of Internet Advertising / Karen Hood, David W. Schumann 185

9 Examining the Effectiveness of Internet Advertising Formats / Hairong Li, John D. Leckenby 203

10 Measuring Interactive Marketing Communication: Conceptual Foundations and Empirical Operationalizations / David W. Stewart, Paul A. Pavlou 225

11 The Interactive Advertising Model: Additional Insights Into Response to Spamming / Shelly Rodgers, Qimei Chen 259

Part III Special Topics 285

12 Global Issues in Online Advertising / Carrie La Ferle 287

13 Internet Advertising in Online Newspapers / Clyde H. Bentley 313

14 The New Online Campaign: Translating Information Into Action / Kjerstin Thorson, Brendan Watson 323

15 Internet Advertising and Children / Sabrina M. Neeley 343

16 Health Marketing and the Internet / Patricia A. Stout, Jennifer G. Ball, Jorge Villegas 363

17 Advertising Hate on the Internet / Michael S. Waltman, John W. Haas 397

18 From Spam to Stern: Advertising Law and the Internet / Sandra Davidson 427

Part IV Conclusion: A Look Toward the Future 473

19 Where Are Our Trends Leading Us? Questions About the Future / David W. Schumann, Esther Thorson 475.

Notes:

Rev. ed. of: Advertising and the World Wide Web. 1999.

Includes bibliographical references and indexes.

Local Notes:

Acquired for the Penn Libraries with assistance from the Anne and Joseph Trachtman Memorial Book Fund.

ISBN:

0805851097

9780805851090

OCLC:

68965695

Online:

Publisher description