Advertising research
Subtitle: the Internet, consumer behavior, and strategy
By: George Zinkhan, editor.
Contributors: Zinkhan, George M.; American Marketing Association.
Publisher: American Marketing Association
Published: 2000
Place of publication: Chicago, Ill
Language: eng
Number of pages: 281
Subjects: Advertising -- Research.; Marketing research.; Internet marketing.; Consumer behavior -- Research.; Internet.
Other titles: Internet, consumer behavior, and strategy
Notes: Includes bibliographical references.
Table of contents: title: Machine generated contents note: I; title: I; title: A New Medium: The Internet 9; title: Chapter 1; title: Conducting Advertising and Marketing Research on the; title: W orld W ide W eb 11; title: Vanitha Swaminathan; title: Chapter 2; title: The Theory of Flow: Applications to Advertising and Consumers' Internet; title: Experiences 223; title: Margy P. Conchar; title: George M. Zinkhan; title: Chapter 3; title: Promoting and Selling on the Internet: The Case of Real Estate 32; title: Alex Gray; title: George M. Zinkhan; title: Ellen Day; title: Chapter 4; title: An Exploratory Study of the Web's Early Adopters 39; title: Traci A. Carte; title: Barbara H. Wixom; title: Richard T. Watson; title: II Consumer Behavior and Behavioral Response to Advertising 49; title: Chapter 5; title: A Meta-Analysis of Relationships Between Ad-Evoked Feelings and; title: A dvertising Responses51; title: Steven P. Brown; title: Pamela M. Homer; title: J. Jeffrey Inman; title: Chapter 6; title: An Informal, Qualitative Analysis of Shortages and Abundances in Academic; title: A dvertising Research 75; title: James H. Leigh; title: Chapter 7; title: Advertising Modification Strategies: Appealing to Minority Consumers 82; title: Gail Ayala Taylor; title: Miriam Stamps; title: III Advertising Appeals 95; title: Chapter 8; title: A Theoretical Model of Incongruity Between Sexy Pictures and Advertised; title: Produ cts 9 7; title: Andrea J.S. Stanaland; title: Chapter 9; title: Green Advertising and its Relationship to Consumers' Environmentally; title: Responsible Behaviors 104; title: Erika Matulich; title: Diana L. Haytko; title: Jon R. Austin; title: Chapter 10; title: The Soapbox Versus the Soap: The Application of Negative Political; title: Advertising Tactics In the NonPolitical Marketplace 119; title: Paul Hensel; title: Karen James; title: IV Creativity 145; title: Creativity 147; title: George M. Zinkhan; title: V Strategic Issues in Advertising 153; title: Chapter 11; title: Research Issues in Targeting Neglected Segments 155; title: Subodh Bhat; title: Chapter 12; title: The Fusion of Design and Marketing: Implications for Merchandising,; title: Consum ing, and Ownership .161; title: Angela H. Patton; title: Chapter 13; title: Environmentalist-Business Collaborations: Social Responsibility, Green; title: Alliances, and Beyond 170; title: Edwin R. Stafford; title: Cathy L. Hartman; title: Chapter 14; title: Marketing Activities and Organizational Success: An Application to the Health; title: C are In dustry 193; title: Misty K. Ritchie; title: Chapter 15; title: Carving a Path to Dominance While Avoiding the Graveyard: Consumers'; title: Brand Knowledge and Genericism 227; title: Gillian Oakenfull; title: VI Ethical Issues in Advertising 239; title: Chapter 16; title: Potential Ethical Issues Associated with Qualitative Research Conducted Face; title: to Face and in Cyberspace 241; title: Denise DeLorme; title: Chapter 17; title: Advertising Ethics: More Than Avoiding Deception and Protecting; title: Children 253; title: Michael R. Hyman; title: VII Summary and a Look to the Future 269; title: Chapter 18; title: Advertising and Societal Trends in the New Millennium 271; title: George M. Zinkhan; title: Notes on Contributors 277.