Preattentive Processing of Web Advertising

4 avg rating
( 1 ratings by Goodreads )
 
9781934043639: Preattentive Processing of Web Advertising

The World Wide Web provides an alternative way for practitioners to deliver advertising messages, and its success as an advertising medium continues as shown in a recent report from the Internet Advertising Bureau (2006). The Web ad revenues in the United States totaled over $12.5 billion for the year 2005, a 30 percent increase over 2004 revenues. Despite its exponential growth, Web advertising has endured much scrutiny due to its failure to engage consumers in interaction with advertising message. The very accountability for which Web advertising was once praised is now employed to question its value. The dismal click-through rates (i.e., below 1 percent), along with consumers' intentional avoidance of Web advertising, suggest that we need to look beyond the effortful or conscious processing of Web advertising. Despite the continued effort to theorize how Web advertising works, little has been known about how Web advertising may affect consumers' responses when the Web advertisements are outside of consumers' attentional focus. This book not only proposes a theoretical framework of how Web advertising works, but also empirically examines preattentive processing of Web advertising. The model proposes that the Web advertising source and message characteristics, in conjunction with moderating exogenous and endogenous variables, impact Web ad processing (via preattention versus focal attention) to influence Web ad effects. Furthermore, the study explores factors affecting the extent of preattentive processing of Web advertising and examines outcomes of preattentive processing in terms of memory, attitudes and consideration set formation. This book will be a critical reference for those in advertising, communications and Internet Studies.

"synopsis" may belong to another edition of this title.

Buy New View Book
List Price: US$ 99.95
US$ 65.89

Convert Currency

Shipping: US$ 7.94
From United Kingdom to U.S.A.

Destination, Rates & Speeds

Add to Basket

Top Search Results from the AbeBooks Marketplace

1.

Chan Yun Yoo
ISBN 10: 193404363X ISBN 13: 9781934043639
New Quantity Available: 1
Seller:
Phatpocket Limited
(Waltham Abbey, HERTS, United Kingdom)
Rating
[?]

Book Description Book Condition: New. New. Book is new and unread but may have minor shelf wear. Bookseller Inventory # Z1-J-030-00804

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 65.89
Convert Currency

Add to Basket

Shipping: US$ 7.94
From United Kingdom to U.S.A.
Destination, Rates & Speeds

2.

Yoo, Chan Yun
Published by Cambria Press (2016)
ISBN 10: 193404363X ISBN 13: 9781934043639
New Paperback Quantity Available: 1
Print on Demand
Seller:
Ria Christie Collections
(Uxbridge, United Kingdom)
Rating
[?]

Book Description Cambria Press, 2016. Paperback. Book Condition: New. PRINT ON DEMAND Book; New; Publication Year 2016; Not Signed; Fast Shipping from the UK. No. book. Bookseller Inventory # ria9781934043639_lsuk

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 75.73
Convert Currency

Add to Basket

Shipping: US$ 5.13
From United Kingdom to U.S.A.
Destination, Rates & Speeds

3.

Chan Yun Yoo
Published by Cambria Press (2007)
ISBN 10: 193404363X ISBN 13: 9781934043639
New Quantity Available: > 20
Print on Demand
Seller:
Pbshop
(Wood Dale, IL, U.S.A.)
Rating
[?]

Book Description Cambria Press, 2007. HRD. Book Condition: New. New Book.Shipped from US within 10 to 14 business days.THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Bookseller Inventory # IP-9781934043639

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 99.45
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

4.

Chan Yun Yoo
Published by Cambria Press (2007)
ISBN 10: 193404363X ISBN 13: 9781934043639
New Hardcover Quantity Available: 1
Print on Demand
Seller:
Rating
[?]

Book Description Cambria Press, 2007. Book Condition: New. This item is printed on demand for shipment within 3 working days. Bookseller Inventory # GM9781934043639

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 100.97
Convert Currency

Add to Basket

Shipping: US$ 3.53
From Germany to U.S.A.
Destination, Rates & Speeds

5.

Yoo, Chan Yun
Published by Cambria Press (2007)
ISBN 10: 193404363X ISBN 13: 9781934043639
New Hardcover Quantity Available: 10
Seller:
Ergodebooks
(RICHMOND, TX, U.S.A.)
Rating
[?]

Book Description Cambria Press, 2007. Hardcover. Book Condition: New. Bookseller Inventory # INGM9781934043639

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 105.60
Convert Currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, Rates & Speeds

6.

Yoo, Chan Yun
Published by Cambria Press (2007)
ISBN 10: 193404363X ISBN 13: 9781934043639
New Quantity Available: > 20
Print on Demand
Seller:
Books2Anywhere
(Fairford, GLOS, United Kingdom)
Rating
[?]

Book Description Cambria Press, 2007. HRD. Book Condition: New. New Book. Delivered from our US warehouse in 10 to 14 business days. THIS BOOK IS PRINTED ON DEMAND.Established seller since 2000. Bookseller Inventory # IP-9781934043639

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 104.37
Convert Currency

Add to Basket

Shipping: US$ 11.93
From United Kingdom to U.S.A.
Destination, Rates & Speeds

7.

Yoo, Chan Yun
Published by Cambria Press (2017)
ISBN 10: 193404363X ISBN 13: 9781934043639
New Hardcover Quantity Available: > 20
Print on Demand
Seller:
Murray Media
(North Miami Beach, FL, U.S.A.)
Rating
[?]

Book Description Cambria Press, 2017. Hardcover. Book Condition: New. Never used! This item is printed on demand. Bookseller Inventory # 193404363X

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 119.17
Convert Currency

Add to Basket

Shipping: US$ 1.99
Within U.S.A.
Destination, Rates & Speeds

8.

Yoo, Chan Yun
Published by Cambria Press
ISBN 10: 193404363X ISBN 13: 9781934043639
New Hardcover Quantity Available: 1
Seller:
Cloud 9 Books
(Wellington, FL, U.S.A.)
Rating
[?]

Book Description Cambria Press. Hardcover. Book Condition: New. 193404363X New Condition. Bookseller Inventory # NEW7.2231714

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 117.00
Convert Currency

Add to Basket

Shipping: US$ 4.99
Within U.S.A.
Destination, Rates & Speeds

9.

Chan Yun Yoo
Published by Cambria Press, United States (2007)
ISBN 10: 193404363X ISBN 13: 9781934043639
New Hardcover Quantity Available: 10
Print on Demand
Seller:
The Book Depository US
(London, United Kingdom)
Rating
[?]

Book Description Cambria Press, United States, 2007. Hardback. Book Condition: New. Language: English . Brand New Book ***** Print on Demand *****. The World Wide Web provides an alternative way for practitioners to deliver advertising messages, and its success as an advertising medium continues as shown in a recent report from the Internet Advertising Bureau (2006). The Web ad revenues in the United States totaled over $12.5 billion for the year 2005, a 30 percent increase over 2004 revenues. Despite its exponential growth, Web advertising has endured much scrutiny due to its failure to engage consumers in interaction with advertising message. The very accountability for which Web advertising was once praised is now employed to question its value. The dismal click-through rates (i.e., below 1 percent), along with consumers intentional avoidance of Web advertising, suggest that we need to look beyond the effortful or conscious processing of Web advertising. Despite the continued effort to theorize how Web advertising works, little has been known about how Web advertising may affect consumers responses when the Web advertisements are outside of consumers attentional focus. This book not only proposes a theoretical framework of how Web advertising works, but also empirically examines preattentive processing of Web advertising. The model proposes that the Web advertising source and message characteristics, in conjunction with moderating exogenous and endogenous variables, impact Web ad processing (via preattention versus focal attention) to influence Web ad effects. Furthermore, the study explores factors affecting the extent of preattentive processing of Web advertising and examines outcomes of preattentive processing in terms of memory, attitudes and consideration set formation. This book will be a critical reference for those inadvertising, communications and Internet Studies. Bookseller Inventory # APC9781934043639

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 127.26
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

10.

Chan Yun Yoo
Published by Cambria Press, United States (2007)
ISBN 10: 193404363X ISBN 13: 9781934043639
New Hardcover Quantity Available: 10
Print on Demand
Seller:
The Book Depository
(London, United Kingdom)
Rating
[?]

Book Description Cambria Press, United States, 2007. Hardback. Book Condition: New. Language: English . Brand New Book ***** Print on Demand *****.The World Wide Web provides an alternative way for practitioners to deliver advertising messages, and its success as an advertising medium continues as shown in a recent report from the Internet Advertising Bureau (2006). The Web ad revenues in the United States totaled over $12.5 billion for the year 2005, a 30 percent increase over 2004 revenues. Despite its exponential growth, Web advertising has endured much scrutiny due to its failure to engage consumers in interaction with advertising message. The very accountability for which Web advertising was once praised is now employed to question its value. The dismal click-through rates (i.e., below 1 percent), along with consumers intentional avoidance of Web advertising, suggest that we need to look beyond the effortful or conscious processing of Web advertising. Despite the continued effort to theorize how Web advertising works, little has been known about how Web advertising may affect consumers responses when the Web advertisements are outside of consumers attentional focus. This book not only proposes a theoretical framework of how Web advertising works, but also empirically examines preattentive processing of Web advertising. The model proposes that the Web advertising source and message characteristics, in conjunction with moderating exogenous and endogenous variables, impact Web ad processing (via preattention versus focal attention) to influence Web ad effects. Furthermore, the study explores factors affecting the extent of preattentive processing of Web advertising and examines outcomes of preattentive processing in terms of memory, attitudes and consideration set formation. This book will be a critical reference for those inadvertising, communications and Internet Studies. Bookseller Inventory # APC9781934043639

More Information About This Seller | Ask Bookseller a Question

Buy New
US$ 129.48
Convert Currency

Add to Basket

Shipping: FREE
From United Kingdom to U.S.A.
Destination, Rates & Speeds

There are more copies of this book

View all search results for this book