Advertising and the World Wide Web
By: edited by David W. Schumann, Esther Thorson.
Contributors: Schumann, David W.; Thorson, Esther.; NetLibrary, Inc.; Conference on Advertising and Consumer Psychology (15th : 1996 : Bloomfield Hills, Mich.)
Publisher: Lawrence Erlbaum Associates
Published: 1999
Place of publication: Mahwah, NJ
Language: eng
Number of pages: 317
Subjects: Internet advertising -- Congresses
Description: In this edited volume, the authors have provided readers with a comprehensive view of advertising on the World Wide Web. The chapters reflect new ways of applying theory and methodology, and provide exposure to varied types of advertising and promotion, novelty, personality, societal issues, and legal ramifications. Readers also get a look at the practitioner's point of view. With the advent of such a potentially powerful medium, readers need to be aware of the Web's benefits as well as its dark side.

This book will appeal to all who are interested in consumer psychology, advertising, marketing, and telecommunication.
Notes: "Edited versions of papers presented at the 1996 Advertising and Consumer Psychology Conference ... Bloomfield Hills, Michigan"--Introd.

Includes bibliographical references and index.

Online version via NetLibrary available by license agreement to WWU Library users.