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Advertising and the World Wide Web

1999-04-01 Business & Economics
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Release : 1999-04-01
Genre : Business & Economics
Kind : eBook
Book Rating : 369/5 ( reviews)

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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. This book was released on 1999-04-01. 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 on the Internet

1997 Business & Economics
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Release : 1997
Genre : Business & Economics
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis Advertising on the Internet by : Neil Barrett

Download or read book Advertising on the Internet written by Neil Barrett. This book was released on 1997. Available in PDF, EPUB and Kindle. Book excerpt: Getting your message across on the World Wide Web.

Web Advertising

2004-01-01 Language Arts & Disciplines
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Release : 2004-01-01
Genre : Language Arts & Disciplines
Kind : eBook
Book Rating : 743/5 ( reviews)

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Book Synopsis Web Advertising by : Anja Janoschka

Download or read book Web Advertising written by Anja Janoschka. This book was released on 2004-01-01. 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

2012 Internet advertising
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Release : 2012
Genre : Internet advertising
Kind : eBook
Book Rating : 262/5 ( reviews)

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Book Synopsis Internet Advertising by : David W. Schumann

Download or read book Internet Advertising written by David W. Schumann. This book was released on 2012. 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.

Advertising and the World Wide Web

1999-04 Business & Economics
Download Advertising and the World Wide Web PDF Online Free

Author :
Release : 1999-04
Genre : Business & Economics
Kind : eBook
Book Rating : 377/5 ( reviews)

GET EBOOK


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. This book was released on 1999-04. 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.

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