Building on the research presented in their previous edition, Advertising and the World Wide Web (1999), editors David W. Schumann and Esther Thorson offer the expertise of active scholars in the area of Internet advertising in this new volume, and allow readers to reflect on the ever-changing nature of the Internet. Internet Advertising marks this important point in history, taking into account the state of practice, theoretical conceptualizations, empirical research, creative typologies, and potential considerations.
Nearly all chapters are in the form of integrated reviews of theory and research, which provide a source of both previous knowledge, as well as future focus for advertising strategy. The volume is arranged in four sections covering:
This contemporary analysis of Internet advertising will appeal to all practitioners and “students” of the Internet, and will effectively suit courses taught in this area.
"I enjoyed the first edition of this volume very much. Five years ago, we (researchers) were just starting to figure out “what to do” with this behemoth called the Internet. Five years later, I think it is safe to say that many advertisers and academics have figured out how to integrate the Internet and the Web into what we do every day. That does not mean that all advertisers do it well. The editors have included some of the key researchers in these areas as part of the group contributing to this volume. While many books address online marketing, very few address advertising in particular." - Kim Sheehan, University of Oregon, USA
"If you are looking for a compilation of previous research on Internet advertising, from theory to specific areas of interest, Internet Advertising: Theory and Research is what you've been looking for. This book does a great job of examining Internet advertising theory, discussing its history, and compiling selections representative of recent trends by reviewing published research." - Brian Higley, Kira L. Schwabe & Brian J. Mistler, PsycCRITIQUES
Preface. Part 1. Foundations of Internet Advertising Theory. E. Thorson, M. Duffy, D.W. Schumann, The Internet Waits for No One. S.J. McMillan, Internet Advertising: One Face or Many? A.C. Micu, Theoretical Approaches in Internet Advertising Research. J.R. Coyle, S.J. Gould, Internet Integrated Marketing Communications (I-IMC): Theory and Practice. Part 2. Consumer Response With Internet Advertising. S.M. Edwards, Motivations for Using the Internet and Its Implications for Internet Advertising. E-J. Lee, Computer Agents as Sources of Trust in Internet Advertising. S. Rodgers, H.M. Cannon, J. Moore, Segmenting Internet Markets. K. Hood, D.W. Schumann, The Process and Consequences of Cognitive Filtering of Internet Content: Handling the Glut of Internet Advertising. H. Li, J.D. Leckenby, Examining the Effectiveness of Internet Advertising Formats. D.W. Stewart, P.A. Pavlou, Measuring Interactive Marketing Communication: Conceptual Foundations and Empirical Operationalizations. S. Rodgers, Q. Chen, The Interactive Advertising Model: Additional Insights Into Response to Spamming. Part 3. Special Topics. C. La Ferle, Global Issues in Online Advertising. C.H. Bentley, Internet Advertising in Online Newspapers. K. Thorson, B. Watson, The New Online Campaign: Translating Information Into Action. S.M. Neeley, Internet Advertising and Children. P.A. Stout, J.G. Ball, J. Villegas, Health Marketing and the Internet. M.S. Waltman, J.W. Haas, Advertising Hate on the Internet. S. Davidson, From Spam to Stern: Advertising Law and the Internet. Part 4. Conclusion: A Look Toward the Future. D.W. Schumann, E. Thorson, Where Are Our Trends Leading Us? Questions About the Future.