- Hardcover: 328 pages
- Publisher: Psychology Press; 1 edition (13 May 1999)
- Language English
- ISBN-10: 0805831487
- ISBN-13: 978-0805831481
- Product Dimensions: 23.6 x 16.1 x 2.6 cm
- Amazon Bestsellers Rank: 1,827,698 in Books (See Top 100 in Books)
- See Complete Table of Contents
Advertising and the World Wide Web
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Product Description
Product Description
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.
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.
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5.0 out of 5 stars (1 customer review)
16 of 29 people found the following review helpful:
5.0 out of 5 stars
this the most up dated research in web marketing, 23 Jun 1999
By A Customer - Published on Amazon.com
This review is from: Advertising and the World Wide Web (Advertising & 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.
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