자료유형  

 단행본

Control Number  

0008535226

International Standard Book Number  

0585081603 (electronic bk.)

Dewey Decimal Classification Number  

658.8/00285/4678-21

Main Entry-Corporate Name  

NetLibrary, Inc.

Publication, Distribution, etc. (Imprint  

Mahwah, NJ : Lawrence Erlbaum Associates, 1999.

Physical Description  

ix, 317 p : ill. ; 24 cm.

General Note  

"Edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference ... Bloomfield Hills, Michigan"--Introd.

Bibliography, Etc. Note  

Includes bibliographical references and index.

Formatted Contents Note  

완전내용Web advertising's birth and early childhood as viewed in the pages of Advertising age / Esther Thorson, William D. Wells, and Shelley Rogers -- Understanding interactivity of cyberspace advertising / Harper A. Roehm and Curtis P. Haugtvedt -- Current advertising on the Internet : the benefits and usage of mixed-media advertising strategies / Ann E. Schlosser and Alaina Kanfer -- "New and improved!" Advertising in cyberspace : using specific conduits to access browsers and seekers / David R. Fortin -- Children, advertising, and the Internet : an exploratory study / Lucy L. Henke -- Effectiveness of Internet advertising by leading national advertisers / Judy Foster Davis -- Interactive media : a means for more meaningful advertising? / Glen J. Nowak ... [et al.] -- Sophistication on the World Wide Web : evaluating structure, function, and commercial goals of Web sites / Charles Frazer and Sally J. McMillan -- Scaling the Web : a parasocial interaction scale for World Wide Web sites / John Hoerner -- 'Cyberhate' : extending persuasive techniques of low credibility sources to the World Wide Web / Megan McDonald -- Online newspaper advertising : a study of format and integration with news content / Ann M. Brill -- The adoption of the World Wide Web by marketers for online catalogs : a diffusion analysis / Jennifer K. Meyer -- Advertising in an interactive environment : a research agenda / Eloise Coupey -- Cyber-cookies : how much should the public swallow? / Sandra Davidson -- From spam to stern : advertising law and the Internet / Sandra Davidson -- Old-fashioned salesmanship in a newfangled medium / Keith Reinhard -- An audience survey from the first gridiron cybercast / Lynn R. Kahle ... [et al.] -- Conversations with practitioners / edited by David W. Schumann -- Fifty million data points--consumer behavior on the Web / Michael G. Samet -- Loopy : keeping you in the loop / Carole Walters and Teresa Denova -- Interactive media : an agency perspective / Bruce Goerlich -- Relevance, originality, and impact : a new marketing communications model / David King -- Thoughts regarding the present and future of Web advertising / David W. Schumann and Esther Thorson.

Reproduction Note  

Electronic reproduction. . Boulder, Colo. : NetLibrary, 2000. Available via the World Wide Web. Available in multiple electronic file formats. Access may be limited to NetLibrary affiliated libraries.

Subject Added Entry-Topical Term  

Internet advertising Congresses

Added Entry-Personal Name  

Schumann, David W.

Added Entry-Personal Name  

Thorson, Esther.

Added Entry-Meeting Name  

Conference on Advertising and Consumer Psychology 1996 Bloomfield Hills, Mich.) (15th

Additional Physical Form Entry  

. Original. 0805831487. (DLC) 99017344. (OCoLC)40698629

Electronic Location and Access  

로그인을 한후 보실 수 있는 자료입니다.

Control Number  

joongbu:100458