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Contents Preface Part I: Foundations of Internet Advertising Theory 1. The Internet Waits for No One Esther Thorson, Margaret Duffy, and David W. Schumann 2. Internet Advertising: One Face or Many? Sally J. McMillan 3. Theoretical Approaches in Internet Advertising Research Anca C. Micu 4. Internet Integrated Marketing Communications (I-IMC): Theory and Practice James R. Coyle and Stephen J. Gould Part II: Consumer Response with Internet Advertising 5. Motivations for Using the Internet and Its Implications for Internet Advertising Steven M. Edwards 6. Computer Agents as Sources of Trust in Internet Advertising Eun-Ju Lee 7. Segmenting Internet Markets Shelly Rodgers, Hugh M. Cannon, and Jensen Moore 8. The Process and Consequences of Cognitive Filtering of Internet Content: Handling the Glut of Internet Advertising Karen Hood and David W. Schumann 9. Examining the Effectiveness of Internet Advertising Formats Hairong Li and John D. Leckenby 10. Measuring Interactive Marketing Communication: Conceptual Foundations and Empirical Operationalizations David W. Stewart and Paul A. Pavlou 11. The Interactive Advertising Model: Additional Insights into Response to Spamming Shelly Rodgers and Qimei Chen Part III: Special Topics 12. Global Issues in Online Advertising Carrie La Ferle 13 Internet Advertising in Online Newspapers Clyde H. Bentley 14. The New Online Campaign: Translating Information into Action Kjerstin Thorson and Brendan Watson 15. Internet Advertising and Children Sabrina M. Neeley 16. Health Marketing and the Internet Patricia A. Stout, Jennifer G. Ball, and Jorge Villegas 17. Advertising Hate on the Internet Michael S. Waltman and John W. Haas 18. From Spam to Stern: Advertising Law and the Internet Sandra Davidson Part IV: Conclusion - A Look Toward The Future 19. Where Are Our Trends Leading Us? Questions about the Future David W. Schumann and Esther Thorson Author Index Subject Index
Library of Congress Subject Headings for this publication:
Internet advertising.