Description - Advertising and the World Wide Web by David W. Schumann
This volume is composed of edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference. In addition to the conference papers, several distinguished authors were invited to submit chapters covering topics not included at the conference. Although many of these papers were initially conceptualized two years ago, they have all been updated. These chapters provide a wide-ranging view of issues addressing how advertisers can proceed on the Internet and the World Wide Web. The book is organized into five sections. Section 1 examines definitions of basic terms like interactivity, icons, banners, hotlinks, hits, advertorials, editorial environment, and shovelware. Section 2 looks at the structure of Web advertising, how it presumably functions to sell products or services, and how well it works. Section 3 looks at four specific applications of Web advertising, including a measurement device for ascertaining parasocial responses to sites, an examination of how cyberhate sites look and operate, how advertising fits into inline newspapers, and how catalogue marketers are moving onto a Web format.
Section 4 examines in detail the legal state of Internet advertising and also looks at the issue of how cybercookies operate and what problems of privacy and content are involved with cookie-based marketing. Section 5 is the voice of practitioners -those who have pioneered Web advertising and promotion, and report back from the frontlines on what works and what fails.
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