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Web Advertising

2004-12-23 Language Arts & Disciplines
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Release : 2004-12-23
Genre : Language Arts & Disciplines
Kind : eBook
Book Rating : 887/5 ( 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 2004-12-23. 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.

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.

Preattentive Processing of Web Advertising

2007 Consumer behavior
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Release : 2007
Genre : Consumer behavior
Kind : eBook
Book Rating : 456/5 ( reviews)

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Book Synopsis Preattentive Processing of Web Advertising by : Chan Yun Yoo

Download or read book Preattentive Processing of Web Advertising written by Chan Yun Yoo. This book was released on 2007. Available in PDF, EPUB and Kindle. Book excerpt:

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.

Optimization Issues in Web and Mobile Advertising

2015-11-13 Business & Economics
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Release : 2015-11-13
Genre : Business & Economics
Kind : eBook
Book Rating : 450/5 ( reviews)

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Book Synopsis Optimization Issues in Web and Mobile Advertising by : Subodha Kumar

Download or read book Optimization Issues in Web and Mobile Advertising written by Subodha Kumar. This book was released on 2015-11-13. Available in PDF, EPUB and Kindle. Book excerpt: This book provides a comprehensive overview of optimization issues and models in web and mobile advertising. It begins by discussing the evolution of web advertising over time. This is followed by the discussion of prominent pricing models. The reader is provided with a basic overview of different optimization issues involved in web advertising. The earlier models mainly considered the problem of scheduling ads competing to be placed on a web page. Here, the ads were specified by geometry and display frequency, and both of these factors were considered in developing a solution to the advertisement scheduling problem. These models were similar in nature to the problem of scheduling ads on newspaper or television, but the pricing structure in these models were different from those in newspaper or television ads. As the web advertising evolved, the initial models were augmented by considering how the schedule of ads is changed based on individual user click behavior. Thus, these models considered personalization in web advertising. The book also presents methods to help solve these models. More recently, there has been tremendous growth in mobile advertising. This book also provides the details of business model in mobile advertising, and presents solutions for the optimization problem involved in mobile advertising. Additionally this book looks to key future trends in web and mobile advertising (such as Fading Ads) and the associat ed challenges that come with it. For instance, the future trends in pricing models are more towards action-based pricing rather than impression-based pricing.

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