Advertising And The World Wide Web

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Advertising and the World Wide Web

Author : David W. Schumann
Publisher : Psychology Press
ISBN 13 : 1135672369
Total Pages : 359 pages
Book Rating : 4.1/5 (356 download)

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Book Synopsis Advertising and the World Wide Web by : David W. Schumann

Download or read book Advertising and the World Wide Web written by David W. Schumann and published by Psychology Press. This book was released on 1999-04-01 with total page 359 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Advertising and the World Wide Web

Author : David W. Schumann
Publisher : Psychology Press
ISBN 13 : 1135672377
Total Pages : 327 pages
Book Rating : 4.1/5 (356 download)

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Book Synopsis Advertising and the World Wide Web by : David W. Schumann

Download or read book Advertising and the World Wide Web written by David W. Schumann and published by Psychology Press. This book was released on 1999-04 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: Volume composed of papers presented at the 1996 Advertising & Consumer Psych. Conf., but all papers have been updated up through June 1998. Traces web advertising from its inception until now, as the Web has become a high-impact forum for advertising.

Web Advertising

Author : Anja Janoschka
Publisher : John Benjamins Publishing
ISBN 13 : 9027294887
Total Pages : 246 pages
Book Rating : 4.0/5 (272 download)

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Book Synopsis Web Advertising by : Anja Janoschka

Download or read book Web Advertising written by Anja Janoschka and published by John Benjamins Publishing. This book was released on 2004-12-23 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines new forms of communication that have emerged through the interactive capabilities of the Internet, in particular online advertising and web advertisements. It develops a new model of online communication, incorporating mass communication and interpersonal communication. Interactive mass communication redefines the roles of online communication partners who are confronted with a higher degree of complexity in terms of hypertextual information units. In web advertising, this new aspect of interactivity is linguistically reflected in different types of personal address forms, directives, and "trigger words". This study also analyzes the different strategies of persuasion with which web ads try to initiate their activation.Web Advertising provides essential information on the language of web advertisements for academics, researchers and students in the fields of hypertext-linguistics, advertising, communication and media studies.

Internet Advertising

Author : David W. Schumann
Publisher : Psychology Press
ISBN 13 : 9780415655262
Total Pages : 0 pages
Book Rating : 4.6/5 (552 download)

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Book Synopsis Internet Advertising by : David W. Schumann

Download or read book Internet Advertising written by David W. Schumann and published by Psychology Press. This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Black Ops Advertising

Author : Mara Einstein
Publisher : OR Books
ISBN 13 : 1682190439
Total Pages : 248 pages
Book Rating : 4.6/5 (821 download)

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Book Synopsis Black Ops Advertising by : Mara Einstein

Download or read book Black Ops Advertising written by Mara Einstein and published by OR Books. This book was released on 2016-09-01 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: From Facebook to Talking Points Memo to the New York Times, often what looks like fact-based journalism is not. It’s advertising. Not only are ads indistinguishable from reporting, the Internet we rely on for news, opinions and even impartial sales content is now the ultimate corporate tool. Reader beware: content without a corporate sponsor lurking behind it is rare indeed. Black Ops Advertising dissects this rapid rise of “sponsored content,” a strategy whereby advertisers have become publishers and publishers create advertising—all under the guise of unbiased information. Covert selling, mostly in the form of native advertising and content marketing, has so blurred the lines between editorial content and marketing message that it is next to impossible to tell real news from paid endorsements. In the 21st century, instead of telling us to buy, buy, BUY, marketers “engage” with us so that we share, share, SHARE—the ultimate subtle sell. Why should this concern us? Because personal data, personal relationships, and our very identities are being repackaged in pursuit of corporate profits. Because tracking and manipulation of data make “likes” and tweets and followers the currency of importance, rather than scientific achievement or artistic talent or information the electorate needs to fully function in a democracy. And because we are being manipulated to spend time with technology, to interact with “friends,” to always be on, even when it is to our physical and mental detriment.

Internet Marketing Research: Theory and Practice

Author : Lee, Ook
Publisher : IGI Global
ISBN 13 : 1930708890
Total Pages : 269 pages
Book Rating : 4.9/5 (37 download)

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Book Synopsis Internet Marketing Research: Theory and Practice by : Lee, Ook

Download or read book Internet Marketing Research: Theory and Practice written by Lee, Ook and published by IGI Global. This book was released on 2000-07-01 with total page 269 pages. Available in PDF, EPUB and Kindle. Book excerpt: Internet marketing has become an important issue for many businesses around the world which have any form of commercial presence on the net. It is often perceived that doing business on the Internet mostly requires competency in the technology area. However as many dot com companies are failing due to lack of revenue generation, which could be induced by the inadequate marketing and marketing research, practitioners and scholars of e-commerce are keen to obtain a better understanding of the whole phenomenon of Internet marketing. To understand what's working as an Internet marketing strategy or tactic, one needs to conduct marketing research using rigorous statistical methodology.

The Internet Publicity Guide

Author : V. A. Shiva
Publisher :
ISBN 13 : 9781880559604
Total Pages : 0 pages
Book Rating : 4.5/5 (596 download)

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Book Synopsis The Internet Publicity Guide by : V. A. Shiva

Download or read book The Internet Publicity Guide written by V. A. Shiva and published by . This book was released on 1997 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Internet Publicity Guide is a complete and practical explanation of the opportunities on the Internet and World Wide Web for businesses and individuals who want to publicize, market, and promote their products or themselves. V. A. Shiva explains how interactive marketing differs from conventional marketing and provides the knowledge and tools that will enable entrepreneurs and large companies to promote themselves successfully online. He describes the benefits of narrowcasting, niche marketing that is cost-prohibitive in conventional advertising media; cross-promotion, integrating your Website in a cohesive multimedia publicity program; the correct "netiquette" for selling through newsgroups; designing a home page to attract and direct potential customers; and a wealth of other helpful tips, strategies, and ideas. Included are extensive lists of media contacts and useful resources.

Subprime Attention Crisis

Author : Tim Hwang
Publisher : FSG Originals
ISBN 13 : 0374721246
Total Pages : 103 pages
Book Rating : 4.3/5 (747 download)

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Book Synopsis Subprime Attention Crisis by : Tim Hwang

Download or read book Subprime Attention Crisis written by Tim Hwang and published by FSG Originals. This book was released on 2020-10-13 with total page 103 pages. Available in PDF, EPUB and Kindle. Book excerpt: From FSGO x Logic: a revealing examination of digital advertising and the internet's precarious foundation In Subprime Attention Crisis, Tim Hwang investigates the way big tech financializes attention. In the process, he shows us how digital advertising—the beating heart of the internet—is at risk of collapsing, and that its potential demise bears an uncanny resemblance to the housing crisis of 2008. From the unreliability of advertising numbers and the unregulated automation of advertising bidding wars, to the simple fact that online ads mostly fail to work, Hwang demonstrates that while consumers’ attention has never been more prized, the true value of that attention itself—much like subprime mortgages—is wildly misrepresented. And if online advertising goes belly-up, the internet—and its free services—will suddenly be accessible only to those who can afford it. Deeply researched, convincing, and alarming, Subprime Attention Crisis will change the way you look at the internet, and its precarious future. FSG Originals × Logic dissects the way technology functions in everyday lives. The titans of Silicon Valley, for all their utopian imaginings, never really had our best interests at heart: recent threats to democracy, truth, privacy, and safety, as a result of tech’s reckless pursuit of progress, have shown as much. We present an alternate story, one that delights in capturing technology in all its contradictions and innovation, across borders and socioeconomic divisions, from history through the future, beyond platitudes and PR hype, and past doom and gloom. Our collaboration features four brief but provocative forays into the tech industry’s many worlds, and aspires to incite fresh conversations about technology focused on nuanced and accessible explorations of the emerging tools that reorganize and redefine life today.

Suck

Author : Joey Anuff
Publisher : Hardwired
ISBN 13 :
Total Pages : 172 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Suck by : Joey Anuff

Download or read book Suck written by Joey Anuff and published by Hardwired. This book was released on 1997 with total page 172 pages. Available in PDF, EPUB and Kindle. Book excerpt: Collection of articles by various authors.

Internet Marketing, Start-to-finish

Author : Catherine Juon
Publisher : Que Publishing
ISBN 13 : 0789747898
Total Pages : 320 pages
Book Rating : 4.7/5 (897 download)

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Book Synopsis Internet Marketing, Start-to-finish by : Catherine Juon

Download or read book Internet Marketing, Start-to-finish written by Catherine Juon and published by Que Publishing. This book was released on 2011 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is designed to help companies view Internet marketing strategically, bring together marketing, sales and operations functions that were previously separate and siloed, and systematically capture and apply data to drive dramatic improvements in performance. Drawing on their extensive experience with enterprise clients, Catherine Juon and Dunrie Greiling show how to implement a more iterative, measurable, and repeatable approach to Internet marketing, gain better information about which online strategies are working best, deliver better-qualified leads to sales, build an "online sales engine" to track every customer relationship from the very outset - and, above all, grow profits. Rather than covering individual Internet marketing tools in isolation, they show how to integrate the full strategic toolkit: social media, pay-per-click, Google AdWords, SEO, site usability, Google Analytics, audience analysis, CRM, lead generation, site navigation optimization, and more. Readers learn how to use metrics and data analysis far more effectively to inform adjustments in both long-term strategy and short-term tactics. Along the way, the authors offer new solutions to challenges discussed in no other book - including the challenges of marketing, advertising, and pricing when Google flattens all channels and geographies into a single gigantic marketplace

Publishing on the World Wide Web for Macintosh

Author : Greg Holden
Publisher : Hayden
ISBN 13 :
Total Pages : 564 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Publishing on the World Wide Web for Macintosh by : Greg Holden

Download or read book Publishing on the World Wide Web for Macintosh written by Greg Holden and published by Hayden. This book was released on 1995 with total page 564 pages. Available in PDF, EPUB and Kindle. Book excerpt: Publishing on the World Wide Web for Macintosh is the first book to apply traditional principles of design and editing to the new world of cyberspace publishing. Learn from you own Macintosh computer how to organize and accurately publish information. Featuring interviews and case studies with users, this book provides you with answers to the most common questions asked.

Web Advertising

Author : Anja Janoschka
Publisher : John Benjamins Publishing
ISBN 13 : 9789027253743
Total Pages : 252 pages
Book Rating : 4.2/5 (537 download)

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Book Synopsis Web Advertising by : Anja Janoschka

Download or read book Web Advertising written by Anja Janoschka and published by John Benjamins Publishing. This book was released on 2004-01-01 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines new forms of communication that have emerged through the interactive capabilities of the Internet, in particular online advertising and web advertisements. It develops a new model of online communication, incorporating mass communication and interpersonal communication. Interactive mass communication redefines the roles of online communication partners who are confronted with a higher degree of complexity in terms of hypertextual information units. In web advertising, this new aspect of interactivity is linguistically reflected in different types of personal address forms, directives, and "trigger words". This study also analyzes the different strategies of persuasion with which web ads try to initiate their activation.Web Advertising provides essential information on the language of web advertisements for academics, researchers and students in the fields of hypertext-linguistics, advertising, communication and media studies.

Contemporary Issues in Global Business

Author : Dr. B. Sowmya Satish
Publisher : Archers & Elevators Publishing House
ISBN 13 : 9383241004
Total Pages : pages
Book Rating : 4.3/5 (832 download)

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Book Synopsis Contemporary Issues in Global Business by : Dr. B. Sowmya Satish

Download or read book Contemporary Issues in Global Business written by Dr. B. Sowmya Satish and published by Archers & Elevators Publishing House. This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Advertising, Sales, and Marketing

Author : Ken Mondschein
Publisher : Infobase Publishing
ISBN 13 : 1438125704
Total Pages : 150 pages
Book Rating : 4.4/5 (381 download)

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Book Synopsis Advertising, Sales, and Marketing by : Ken Mondschein

Download or read book Advertising, Sales, and Marketing written by Ken Mondschein and published by Infobase Publishing. This book was released on 2010-06-23 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: Guide for pursuing a career in the advertising field.

Advances in Electronic Marketing

Author : Irvine Clarke
Publisher : IGI Global
ISBN 13 : 9781591403227
Total Pages : 340 pages
Book Rating : 4.4/5 (32 download)

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Book Synopsis Advances in Electronic Marketing by : Irvine Clarke

Download or read book Advances in Electronic Marketing written by Irvine Clarke and published by IGI Global. This book was released on 2005-01-01 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: "This book addresses Internet marketing and the World Wide Web, and other electronic marketing tools such as geographic information systems, database marketing, and mobile advertising"--Provided by publisher.

Tourism Management in Southern Africa

Author :
Publisher : Pearson South Africa
ISBN 13 : 9781868911868
Total Pages : 300 pages
Book Rating : 4.9/5 (118 download)

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Book Synopsis Tourism Management in Southern Africa by :

Download or read book Tourism Management in Southern Africa written by and published by Pearson South Africa. This book was released on 2003 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Handbook of International Advertising Research

Author : Hong Cheng
Publisher : John Wiley & Sons
ISBN 13 : 1118378458
Total Pages : 574 pages
Book Rating : 4.1/5 (183 download)

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Book Synopsis The Handbook of International Advertising Research by : Hong Cheng

Download or read book The Handbook of International Advertising Research written by Hong Cheng and published by John Wiley & Sons. This book was released on 2014-01-21 with total page 574 pages. Available in PDF, EPUB and Kindle. Book excerpt: This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers