Advertising and the World Wide Web (Advertising and Consumer Psychology) [Hardcover]

David W. Schumann (Editor), Esther Thorson (Editor)

Book Description

ISBN-10: 0805831487 | ISBN-13: 978-0805831481 | Publication Date: April 1, 1999

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.

Editorial Reviews

Review

...both theoretical issues and practical applications of the Web as an advertising medium are addressed in this volume....this volume would be an excellent text to use for upper-level or graduate classes that address Internet issues. Advertising and the World Wide Web should not be considered strictly an advertising text since the book contains information that is important for marketers, journalists, and other content providers as well. Other academics wishing to investigate the 'Net' may also find inspiration from the work of the researchers in this book.
—Journalism & Mass Communication Quarterly

Advertising and the World Wide Web is certainly timely as advertising appears ever more ubiquitous on the web....one of the few scholarly analyses to date on what to many web users is a rising fact of life, if not a problem.
—Communication Booknotes Quarterly

Product Details

• Hardcover: 328 pages
• Publisher: Psychology Press (April 1, 1999)
• Language: English
• ISBN-10: 0805831487
• ISBN-13: 978-0805831481
• Product Dimensions: 9.3 x 6.3 x 1 inches
• Shipping Weight: 1.6 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #1,639,986 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

16 of 29 people found the following review helpful:

5.0 out of 5 stars this the most up dated research in web marketing, June 23, 1999

By A Customer

This review is from: Advertising and the World Wide Web (Advertising and Consumer Psychology) (Hardcover)

it is very difficult to get hold of a copy, but it is definately worth it! It takes you around the world of web ads and how teh consumers react to them. The Authors conclusion though tend to understimate all the other papers that were published in the book. Well deserved 5 star.