Stock Image

Advertising and the World Wide Web (Advertising and Consumer Psychology Series : A series sponsored by the Society f)

Schumann

1 ratings by Goodreads
ISBN 10: 0805831487 / ISBN 13: 9780805831481
Published by Lawrence Erlbaum Associates, 1999
Used Condition: Good
From Better World Books (Mishawaka, IN, U.S.A.)

AbeBooks Seller Since August 3, 2006

Quantity Available: 1

Buy Used
Price: US$ 3.64 Convert Currency
Shipping: Free Within U.S.A. Destination, Rates & Speeds
Add to basket

30 Day Return Policy

About this Item

Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP9489139

Ask Seller a Question

Bibliographic Details

Title: Advertising and the World Wide Web (...

Publisher: Lawrence Erlbaum Associates

Publication Date: 1999

Book Condition:Good

Edition: 1st Edition.

About this title

Synopsis:

The chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and World Wide Web. An initial chapter traces the development of Web advertising from its very beginnings as it was represented and discussed in the pages of Advertising Age. Although there is a noticeable trend to define Web advertising by comparing it to traditional media, it is clear that Web advertising just won't fit the old mold. Keith Reinhard of DDB Needham actually articulates this linkage between the old and new in his invited chapter.

What the reader will encounter in Advertising and the World Wide Web is a solid conception of how Web advertising is different from anything that has come before. There are numerous discussions on consumer and advertiser interactivity, the role of Web advertising within larger campaigns, audience segmentation, and alternative Web-based promotion formats. The five sections cover definition and theory, structure, specific applications, legal issues, and the voice of the practitioner. Although there remain a few nay-sayers concerning the future of Web advertising, the reader will be able to see just how incredibly high-impact this new medium has become and the vast potential that it holds for future promotional endeavors.

About the Author:

Esther Thorson has published extensively on the news industry, advertising, news effects and health communication. Along with Professors Hari Sridhar and Murali Mantrala she has developed econometric models that link newspaper budget management with revenue/profit patterns. Her scholarly work has won a variety of research and writing awards and she has advised nearly 40 doctoral dissertations. She applies research, both hers and that of her colleagues, in newsrooms and advertising agencies across the US and abroad. She serves on an extensive list of journal editorial boards. Her latest books are (with David Schumann) Internet Advertising: Theory and Research (Lawrence Erlbaum, 2007and (with Jerry Parker), Health Communication in the New Media Landscape (Springer, 2008).

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

Store Description

Visit Seller's Storefront

Terms of Sale:

100% refunds guaranteed, no questions asked.


Shipping Terms:

We ship daily!

List this Seller's Books

Payment Methods
accepted by seller

Visa Mastercard American Express