Internet Advertising: Theory and Research » (2nd Edition)

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:

• the foundations of Internet advertising theory


• consumer response to Internet advertising


• topical areas in which Internet advertising has significant influence on the consumer


• human needs and trends that will likely have significant impact on the future of Internet advertising.

  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.

Preface     ix
Foundations of Internet Advertising Theory     1
The Internet Waits for No One   Esther Thorson   Margaret Duffy   David W. Schumann     3
Internet Advertising: One Face or Many?   Sally J. McMillan     15
Theoretical Approaches in Internet Advertising Research   Anca C. Micu     37
Internet Integrated Marketing Communications (I-IMC): Theory and Practice   James R. Coyle   Stephen J. Gould     69
Consumer Response Associated With Internet Advertising     89
Motivations for Using the Internet and Its Implications for Internet Advertising   Steven M. Edwards     91
Computer Agents as Sources of Trust in Internet Advertising   Eun-Ju Lee     121
Segmenting Internet Markets   Shelly Rodgers   Hugh M. Cannon   Jensen Moore     149
The Process and Consequences of Cognitive Filtering of Internet Content: Handling the Glut of Internet Advertising   Karen Hood   David W. Schumann     185
Examining the Effectiveness of Internet Advertising Formats   Hairong Li   John D. Leckenby     203
Measuring Interactive Marketing Communication: Conceptual Foundations and Empirical Operationalizations   David W.Stewart   Paul A. Pavlou     225
The Interactive Advertising Model: Additional Insights Into Response to Spamming   Shelly Rodgers   Qimei Chen     259
Special Topics     285
Global Issues in Online Advertising   Carrie La Ferle     287
Internet Advertising in Online Newspapers   Clyde H. Bentley     313
The New Online Campaign: Translating Information Into Action   Kjerstin Thorson   Brendan Watson     323
Internet Advertising and Children   Sabrina M. Neeley     343
Health Marketing and the Internet   Patricia A. Stout   Jennifer G. Ball   Jorge Villegas     363
Advertising Hate on the Internet   Michael S. Waltman   John W. Haas     397
From Spam to Stern: Advertising Law and the Internet   Sandra Davidson     427
Conclusion: A Look Toward the Future     473
Where Are Our Trends Leading Us? Questions About the Future   David W. Schumann   Esther Thorson     475
Author Index     485
Subject Index     503