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| Preface | ||
| Introduction | 1 | |
| 1 | Web Advertising's Birth and Early Childhood as Viewed in the Pages of Advertising Age | 5 |
| 2 | Understanding Interactivity of Cyberspace Advertising | 27 |
| 3 | Current Advertising on the Internet: The Benefits and Usage of Mixed-Media Advertising Strategies | 41 |
| 4 | "New and Improved!" Advertising in Cyberspace: Using Specific Conduits to Access Browsers and Seekers | 63 |
| 5 | Children, Advertising, and the Internet: An Exploratory Study | 73 |
| 6 | Effectiveness of Internet Advertising by Leading National Advertisers | 81 |
| 7 | Interactive Media: A Means for More Meaningful Advertising? | 99 |
| 8 | Sophistication on the World Wide Web: Evaluating Structure, Function, and Commercial Goals of Web Sites | 119 |
| 9 | Scaling the Web: A Parasocial Interaction Scale for World Wide Web Sites | 135 |
| 10 | Cyberhate: Extending Persuasive Techniques of Low Credibility Sources to the World Wide Web | 149 |
| 11 | Online Newspaper Advertising: A Study of Format and Integration With News Content | 159 |
| 12 | The Adoption of the World Wide Web by Marketers for Online Catalogs: A Diffusion Analysis | 175 |
| 13 | Advertising in an Interactive Environment: A Research Agenda | 197 |
| 14 | Cyber-Cookies: How Much Should the Public Swallow? | 219 |
| 15 | From Spam to Stem: Advertising Law and the Internet | 133 |
| 16 | Old-Fashioned Salesmanship in a Newfangled Medium | 267 |
| 17 | An Audience Survey From the First Gridiron Cybercast | 275 |
| 18 | Conversations With Practitioners | 287 |
| 19 | Thoughts Regarding the Present and Future of Web Advertising | 301 |
| Author Index | 309 | |
| Subject Index | 315 |
| Price | Condition | Delivery | Seller | Action |
| $110.00 | Digital |
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Add Advertising and the World Wide Web, 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 , Advertising and the World Wide Web to the inventory that you are selling on WonderClubX
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Add Advertising and the World Wide Web, 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 , Advertising and the World Wide Web to your collection on WonderClub |